We’ve all heard the expression that who you know is more important than what you know. It’s one of the reasons many of us network… we want to extend the number or range of people we know.
But have you noticed how some people are better connected than others? Ask for a recommendation and they will invariably know someone. Mention a name and they are very likely to know the person or a close connection. These people are often key influencers.
In my early days running my own business I could trace much of my work to a former colleague who had taken a management role in a national training organisation. She was a key influencer for my business. Often the leads came directly from her but sometimes they were repeat business from customers she’d introduced me to or leads from them. It was her job role as much as her personality that made her a key influencer for me. Finding someone like this can be transformational for a business.
So who are the people that could become key influencers for your business? Could you be a key influencer for other people in your network?
Who could be a key influencer?
Your key influencers could be people who serve the same ideal clients as you do but in a different way. We see this with trades people where a builder might win some work and find opportunities for plasterers, carpenters, electricians, plumbers, painters and decorators, maybe even interior or garden designers or landscapers.
Marketing consultants will often recommend web-developers, graphic designers, copywriters and photographers to their clients.
Nutritional therapists may recommend personal trainers, stylists, hairdressers or beauty therapists if their clients are focused on transformation.
An accountant may identify opportunities for bookkeepers, virtual assistants, business consultants or other specialists to help their customers.
Where is there synergy between you and other businesses? What extra help does your client need? A recommendation from you could save your customer time and money and help increase your reputation in their eyes. There’s a good chance they will go on to recommend you to their acquaintances. That’s a win, win, win in my book.
ACTION: Take some time to map out which types of business would share a similar customer avatar to you. Think about the problems and ambitions your own idea client has to identify other sources of support they might need.
Developing relationships with your key influencers
We need to work on our relationships with our potential influencers. When they like you and really understand what you do and how good you are there’s a very good chance that they will put quite a lot of leads your way. If you are lucky these people will be so well connected that they become the most important strand of your marketing.
But relationships need work. People who are really well connected will often be in great demand, if they are sensible they will protect their time. They may not be immediately willing to make time for a one to one. Fostering the relationship during regular meetings and by supporting your new connection on social media can be a great place to start. It may be that you can help with a request they have made. Maybe you an spot an opportunity for a connection through a story they have told.
Before you ask for a one to one think about how you can help the other person. This might come from something they’ve said at a meeting or you may need to do some more research. Do they have a LinkedIn account? Can you find any common connections or shared experiences? What are they talking about in their posts? When you ask for their time give an indication what they have to gain from meeting with you.
Managing your one to ones.
It’s important to remember that it’s a one to one not a one at one. I don’t know about you but over the years I’ve attended a number of one to ones where the other person has talked non-stop about themselves. It’s really important to remember that this is about looking for common interests and how you can help each other. You can’t do that if one person does all the talking.
Your one to one will be more successful if you do some research beforehand. Check out your partner’s website and social media accounts. Make notes of common areas of interest, shared connections or things you are intrigued by. Prepare some questions or notes for discussion and think about the things you want to the other person to know about you.
In a meeting that is typically an hour you can’t tell your entire life story! Sometimes your conversation may lead in a different direction to what you had expected leaving you with too little time to cover everything you wanted to. It can be a good idea to have a few notes of the key messages you want your contact to understand to leave them with… one side of A4 should be enough. This is something you could compile in advance or, better still, put something together after the meeting. That way you’ll be able to tailor it to your contact and the direction your conversation took. You may wish to include a few points that you didn’t have time to discuss.
Following up is always a good idea, even if it’s only to say, ‘thank you for your time today.’ And if you promised to do something… introduce them to another person, send some information or connect with them on social media make sure you do it.
Building the relationship with your key influencers.
As with all important relationships the one with your key influencers needs work. Be helpful without being sycophantic. Remember to thank them for leads and let them know how the referrals they have made have progressed. Try to reciprocate where possible.
A word of caution. On social media key influencers often ask for, even demand, free products or heavily discounted services. Think carefully before you say yes. What guarantees do you have about the actions they will take to promote you? Will those actions be well received by your ideal clients? Many of us don’t trust recommendations that have been paid for so consider that before you commit budget.
Do you already have strong relationships with key influencers or is this something that could use some work?
