Had a phone call with a client on the West Coast this week, talking about opportunities during this awful economy, to develop great habits.
I believe two significant market shifts–the emergence of social media, and the economic downturn–have been catalysts, perhaps even creating a tipping point, for the power of building and connecting with authentic relationships. It’s always been important, but the economy has forced businesses and non-profits to challenge every premise, reconsider every dollar spent on traditional ways to touch new prospective customers, members and donors. What got you here, what easily generated success in the past, won’t get you there, won’t move you to where you envision your organization’s potential.
An interesting by-product of this economy, as I talk with CEO’s, Pastors and Leaders all over, that you really need to know especially if you’re in sales: Leaders are more and more fearful, disconnected, and in many cases, lonely & isolated…now matter what they actually tell you. The emergence of social media has become a cost effective way to connect, listen to consumers and competition, and connect authentically with people. The organizations who emerge intact, poised for growth and with larger market shares will be the ones who aggressively position themselves as “relationship first, sell second”. Connectors, relationship builders, servant leaders who seek to give in the tightest times, who look to help others success during tough times before taking, win because their vision is clear and their authenticity, tested during tough times, is seen for what it is: transparent and genuine.
So, as tough as it sounds (and feels), the best growth strategy when times are tough? Sow where you wanna go. Give to your clients like never before, reach out to your prospects and give where THEY hurt, help solve THEIR problems even (especially) if it means connecting them with a solution BEFORE selling them what you have. Start a blog advising them in areas you can help. Host a business after hours of your own, connect clients with clients. Take 2 clients for coffee who need to meet. Look for relationship first, sales 2nd.
Here’s a great 30-second read from Seth Godin, Marketing guru & bestselling author, that beautifully illustrates this, in a way that creates a great visual you’ll be glad you took a “pause” to check out…the Panhandler’s secret:
