Ah, I can see your face cloud over when I mention this topic because you think you’ve got to get off your backside and do stuff! Like going to awful, boring networking nights!
Well, hang on a minute because I really do believe that if you are involved in business you’ve gotta get out and about and interact with people. Unfortunately, it’s something many people find hard to do.
Let me give you an example.
A friend of mine has been the senior partner in a small accountancy practice for years and has always had the ability to get out and mix with people from all walks of life, industries and social situations.
It’s borne real fruit over the years and that’s where so many of his great clients have come from. And, because he does such a great great job for them, those clients have referred their friends.
Even in his semi-retirement, he is still meeting new clients he can pass on to his successors.
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However, the new senior partner and colleagues, just don’t seem to have any of those social mobility skills. They don’t do any social activities with their existing clients, they certainly haven’t joined any organisations where they might meet new people and aren’t part of any sporting, social or service clubs.
As a consequence, they are not seeing a steady stream of new prospects and their only marketing consists of advertising in the traditional accountancy mould. They’ve never done anything innovative by way of advertising (see the accountant’s advert in my recent article), their web site doesn’t grab anyone and they don’t use social media. That doesn’t leave much… just the same small amount of boring stuff that every accountant does.
So, in your marketing armoury, please make sure that you have a weapon called “social mobility”. You and your team should plan to get out and mix with people in all sorts of situations and places. Make sure you choose situations and places where you will meet people of the type you would enjoy having as clients. But don’t go out to “sell” them… just go out to meet them.
As you meet people and build relationships, you’ll be amazed how business will gravitate to you. And the marvellous thing is that, when you find one bear in the forest, you’ll find lots!
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