If you’re building meaningful relationships, you shouldn’t be constantly chasing the next shiny object in business. You only have so much time in your day, and you need to use it wisely if you want to grow a business. Successful business development is a result of taking smart, strategic action. That leads to meaningful, strategic relationships.
The Numbers Game
While sales is a numbers game to some extent, the numbers don’t have to be overwhelming. People, unfortunately, often make them overwhelming. For example, some people are always looking for their next potential client or referral source by reaching out to a lot of new people on LinkedIn every week. Most of the time they’re just spinning their wheels hoping to get some traction. Often the traction never comes, but they feel productive. Because they’re playing “the numbers game” they make the situation overwhelming.
Then there are “serial networkers” that go to a LOT of events to feel productive. They attend a lot of “one-off” events instead of embedding themselves into a few key communities. At those events they’re the “new guy” in the room and people don’t buy from “the new guy”. They do business with people they know, like, and trust. That takes time to develop.
If you’re networking in a meaningful way, you’ll graduate from random, general networking events. After a while you shouldn’t need to go to new networking events to build your business. Your network of trusted advisors and referral sources should take care of that for you. If you do go to events, it should eventually be for social networking and branding here and there.
I discovered that I’ve had more success sticking to a few groups and building my brand by taking leadership roles in those groups than I did when I was going to multiple random events each week. People in those groups grew to know, like, and trust me.
What Does this Mean for You?
There are people that know, like, and trust you. It’s easier to nurture those relationships than to start your networking over at square one every week. Focus on existing relationships and get the ROI for the time you spent creating and nurturing them. Instead of reaching out to 10 new people on LinkedIn comment on the posts of the people that you want to foster relationships with. Send them a message and ask them what exciting projects they’re working on. That’s traction.
Think about this: Aren’t you more likely to get referred to a new client or referral source from someone that can personally endorse you? That endorsement goes a long way if you have an established relationship with the person by staying top of mind with them through platforms like LinkedIn.
That’s why I don’t understand people that rely on the automated outreach bots on LinkedIn for business development. They’re in a daily grind of first-time calls with people that don’t want to be pitched. They’re ignoring the people that would welcome another conversation with them because they have a relationship. That’s not strategic and it must be exhausting.
Focus on the Ones You Know
To sum things up, focus on the people that know you and vice versa. Ignore the shiny objects. Develop deep, meaningful relationships that will change the trajectory of your business life. You’ll get more done in less time because you won’t be constantly starting new relationships that take time to develop. You’ll be able to shorten your sales cycle and bring in more business through endorsements.
Onwards and Upwards!
I hope this inspires you to nurture a relationship or two this week and ignore the next shiny object!
You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”
Do you attend virtual networking events? Check out this podcast episode: “How to Market Yourself at Virtual Networking Events with Daniel Ruke”
