It amazes me how many people are networking with the hunter mentality. They’re on the hunt for the kill. (AKA sell someone something right there)
Several years ago, I figured out one simple shift in my strategy that multiplied my results and simplified my efforts.
Instead of going to events looking for new clients, I go looking for potential leverage partners.
Leverage partners, referral partners, joint venture partners, it doesn’t matter what you call them. These are the people who may not need your products themselves but they serve the same type of clients you do AND have a database of their clients and prospects who might be interested in what you can do to help them.
I like to call them leverage partners because you’ll be leveraging each others’ assets, lists and relationships. It’s about building a win-win-win scenario.
Let’s say you find one potential partner who would be willing to cross promote with you. Instead of finding one potential client, you just found someone who may have a list of 100 clients who need your products.
- You win – that’s 100 new people who get an endorsed exposure to you.
- They win – by providing another great resource to help their clients out they look good in the eyes of those clients.
- The client wins – they get help in solving a problem they have by you being the knight in shining armor there to help them out
What’s the next business event you plan on going to?
Instead of focusing on finding clients, think about who might be a good leverage partner for you. What other types of industries also serve the same types of clients that you do? Write this out before the event.
Now, instead of thinking of direct clients you hope to meet, walk in the door looking specifically for someone who works in the industry you wrote down.
Here’s an example:
Let’s say you’re a computer technician and your clients are small business owners. You might look for a CPA. Not to become a client (which is great as well) but as someone who might be willing to partner up with you to cross promote each other. Maybe they send an email to their list telling them about a workshop you’re having or even sending them an article you wrote about “The Top 7 Things Most Business Owners Need To Keep Their PCs Running In Top Shape”.
Of course, you should be willing to do the same for them as well. It may not be in the form of an email as there are a lot of ways to make it a win for everyone. You could give them a referral fee for every client you get because of that email.
This is something I do all the time. I get interviewed for podcasts, write guest blog posts, etc. all the time. Sometimes these are done with affiliate relationships, meaning if I get a client from the promotion, I pay the site owner a commission.
They don’t expect me to promote them (though they love that even more) but it does make it a win for them. They get something out of it to make it worth their time.
Leverage partnerships can be as simple as just basic referrals and as advanced as cross promotions in a newsletter, displaying together at a trade show or even putting on workshops together (my favorite).
So, get out there and start looking for leverage partners and see how you can turn one great relationship into 100. All from one person.
About The Author:
Ely Delaney is a dad, Best Selling author, speaker, marketing consultant and Founder/CEO of Your Marketing University. His goal is to teach marketing in a simple easy to understand format businesses can use to help gain marketing ideas & market their businesses to boost sales.
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