WHO ARE YOUR ALLIES?
BY: JOHN RUHLIN,
AUTHOR & PRESIDENT,
THE RUHLIN GROUP
Assistants make especially powerful
advocates. They’re most likely to
remember reps who send gifts or add
thoughtful touches to their interactions,
and they’re willing to reciprocate by
getting proposals in front of decision-
makers.
Internal allies can also spot the right
openings and say, “Now that you’ve
wrapped up that project, do you want
to spend a couple of minutes talking
about company X?” That will be far
more effective than sending the CEO 10
emails or calling every other week.
To make these connections, use the
following guidelines to establish
relationships with key influencers:
1. TREAT THEM WITH RESPECT.
When building relationships, many
entrepreneurs talk down to everyone
except the head decision-maker, and
that’s a big mistake. Employees in junior
or administrative positions are far from
insignificant, and treating the boss’
team badly all but guarantees that your
deal will fall through.
Give gifts to event planners,
administrators and other support
staff at the same caliber as you would
executives. They’ll appreciate it more
than their bosses will (because these
gifts are totally unexpected), and they’ll
often want to reciprocate by helping
“When building relationships, many
entrepreneurs talk down to everyone
except the head decision-maker, and
that’s a big mistake.”
you get your proposal through. Don’t
overlook the people who surround your
target prospect; they hold more power
than you realize.
2. DEVELOP THE RELATIONSHIP.
It’s not enough to send assistants
nice gifts every once in awhile. Be
helpful, with no strings attached.
Help them in their job searches, or
offer to be a connector when they’re
looking for new opportunities. I always
oblige when clients’ assistants ask
for recommendations. These people
frequently act as bridges to the decision-
makers in their next jobs as well.
I was once wooing an NBA team head
for a potentially massive account. As
part of my regular interactions with
his assistant, I sent her a quality knife
set as a gift. She spoke so highly of my
company after receiving it that, seven
months later, she opened the door to six
other divisions within the team, and we
landed a six-figure deal as a result.
3. APPRECIATE DECISION-MAKERS’
FAMILIES.
We all have someone in our personal
lives who influences our opinions.
So, establish relationships with other
people’s personal influencers. I like to
send a special subscription gift, such as
a custom leather tote bag or handmade
cutlery, to my clients’ spouses. They’re
always touched that I thought of
them, and that goodwill deepens my
company’s relationship with the client.
Surprising people with gifts isn’t just a
feel-good strategy - it’s sound business
advice. When an assistant or spouse
receives an unexpected present from a
company, he or she develops a sense of
loyalty to that brand. These people talk
it up to the decision-maker and foster
a positive association going into sales
talks or negotiations.
So, in the end, CEOs may make
the final decisions, but successful
relationships begin with their inner
circles. +
John Ruhlin is the founder of Ruhlin
Group. John’s company is trusted by the
leaders of fast-growing companies to
develop relationship-building strategies
and VIP gifting programs to increase
referrals and strengthen retention with
their most important clients, employees,
and prospects. His book, GIFTOLOGY:
The Art and Science of Using Gifts to Cut
Through the Noise, Increase Referrals,
and Strengthen Retention, was released
in June, 2016.
Visit ruhlingroup.com
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