The Fine Art Of Backscratching
For the benefit of those who do not have 4 year-olds who worship a purple dinosaur named “Barney,” the end theme for his TV show is “I love you and you love me. We’re a happy family…” If you hear this song more than once it will infect your subconscious and cause you to sing it ad nauseum at home, at work, or in elevators while people point and whisper. Even though the song is simple, the principle is very beneficial when applied to hunting down big business.
To multiply your efforts, cover more ground and appear in front of more companies than you thought possible, you need to retain the services of a small sales force. As any sales guru will tell you, it’s all about the numbers! You have to get the word out about you and a trained sales force will do just that.
But wait a minute! I hear you thinking to yourself, “Hey Jim, get a clue! I’m just getting started with my own agency! Or, if I had a massive sales force in place producing for me, why would I be reading this blog?â€? To that I would reply, “So what?” Not having a budget to pay a sales force to source job leads for you is no excuse not to have one. I dare say that you have it well within your means to run a sizeable organization without the necessity of money or spectacular credentials of any kind. Let me prove it to you in steps A, B and C.
STEP A: List non-competitive partners
How many businesses operate on the periphery of your business? Let’s take a quick, general inventory.
• Leasing agents
• Office supply
• Salesmen of products relevant to the niche you service
• Searchfirms that serve a different niche than yours
• The guy that delivers water to your office
I thought of 5 off the top of my head, but I am sure that you could think of many more. List all of the non-competitive enterprises that work along side you. Create a fact sheet detailing the people you know who deal in the businesses you have written down. Once your list is complete, put a checkmark or a star next to those businesses you spend money with.
STEP B: Cooperative Economics
Okay, now you are going to call everyone on your list, but you are going to start with those you have check marked. When you pay your bill to these businesses, along with your check, submit a lead of some kind that would benefit them in some way. Follow-up with them a week later to see if it produced a positive result and if not (or if so) tell them that you enjoy working with them. Furthermore, as you come across other business topics of interest, forward them as well (at no charge!). They will be appreciative of the favor and will try to return it as soon as they can, which is the outcome that you desire. After all, what businessperson would not want to stay connected with someone who helps his or her business? Of equal importance is taking note of their hobbies and interests and doing likewise.
STEP C: The Big Payback
When someone from your network brings you a lead, reward him or her with a thank you related to a hobby. For example, if the referring party is an Atlanta Falcon “Dirty Bird” fanatic, send him or her an article about a favorite player, or maybe a subscription to Sports Illustrated. If the referring party is a fan of “The Lord of the Ringsâ€? trilogy, send a commemorative cup. If he or she likes dogs, then maybe a monogrammed pooper-scooper. The better the lead turns out for you, the bigger the gift!
The long and short of this tactic is that you are building a rapport through association. Giving gifts to people in your network related to something that they like, cements good feelings between you and them. Every time they use whatever item/ information you send them, subconsciously they are on your “payroll”, a working wheel in your trained sales force, so to speak. Again, whatever they give you, you must reciprocate with something else as soon as possible. You want the “Christmas” effect of, “Wow! I gave them a really good lead and they know I love chicken. I wonder how many stuffed Chik-Fil-A cows I can expect now?”
Your workforce of business lead generators will work well for you as long as you remember to spread the love. Get it? I hope so, as I am now moving on to something else. “I love you. You love me. We’re a happy family…” Arrrrgggghhhh…now it’s in my head again!
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