A few years ago I was talking to the managing partner of a terrific CPA firm in the St. Louis area. He was asking for marketing advice. When I asked what he found to be most successful, he said, “whenever I am out of the office, something good always materializes. I might with a banker who provides a lead or I might be meeting with a client who needs additional services, but I never come back empty handed.” After spending most of the day together he asked me if I had any good ideas for him. I told him that we could’ve just stopped after our first five minutes together because he had the best idea of all – and it was right in front of him. He just needed to schedule time consistently to get out of the office so he could generate opportunities. He was looking for something less obvious, but the reality is that none of us set aside tome on a consistent basis for the sole purpose of investing in the firm’s growth, whether to meet with an existing client, a center of influence, or to attend an industry meeting where prospective clients will be in attendance.
My advice: get out there. Nothing much happens when you are at your desk 24/7!
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Make Something Happen
Bill - thank you for the comment. Your advice is well received. The partner I was referencing in my blog comments already knew how to leverage time spent with clients and prospects in order to generate new business opportunities.
But for those of you who are not sure what to do when "out of the office," here are a few suggestions:
1. If you are meeting with an existing client, perhaps even over an informal lunch, have a series of critical questions in the back of your mind that you can raise - and discuss - especially in a less structured setting. Questions can range from what areas of the business seem to be creating the most challenges currently to what they think the landscape will look like in a year, three or five. Many business owners do not think strategically as they are too busy focusing on the tactical approach to daily operations to make time for the 30,000 foot perspective. Making time for a more strategic discussion can provide food for thought for them and may evolve into new projects for you.
2. If you find yourself at a networking event, standing or sitting next to a business owner or referral source, especially someone you do not know well (or at all), all you have to do is ask, "What do you do?" Or, "How's business these days?" and wait for the reply. A good listener can draw out some very meaningful information that can be used as a basis for future meetings. It helps if you can find out what the business owner really worries about, what they value, how they spend/invest their time and what they hope to achieve over all.
3. If you are taking a table for eight or ten at a fund raiser, try to avoid inviting people from your own office and all sitting together. You see each other all the time and don't need to spend the evening talking shop. Instead, consider inviting some people from the office and filling in the remainder of the table with guests - either clients, referral sources, or business colleagues, who would enjoy attending with you. They will appreciate your thoughtfulness and you may get the chance to speak about topics that have not been addressed before.
Bill - if you have any other suggestions, I would love to hear them as would our readers I am sure! Thanks.
So True
It's so true, but I think you should give some examples. Not everyone knows what to do when they're out of the office. At conferences, I make it a point to sit with people I don't know.
- Bill