WHEN GROWING your business, it’s
easy to fall into the “bigger is better”
mentality with sales and even your
relationships. But when you focus too
closely on expanding your network, your
current connections can slip through the
cracks. And in marketing, fewer high-
quality relationships are always more
valuable than a long list of acquaintances.
By constantly checking in with your
current network, you will not only remind
them that you exist, but also become
the go-to resource when they need your
product or service.
To capitalize on your existing
relationships, incorporate these six
practices into your routine:
1.
Regularly
Publish
Thought
Leadership Content
It’s
time-consuming—and
often
unrealistic—to regularly interact with
everyone in your network. But one of the
most natural ways to reach out to your
connections is through your expertise.
Regularly publishing educational content
is an efficient way to stay on their
radar while positioning yourself and
your company as a trusted source for
information.
2. Stay Active on Social Media
Every time you tweet or update your
LinkedIn status, you’re subconsciously
reminding your audience that you exist.
Those brief moments can add up, but only if
they happen regularly. Sporadic exposure
just won’t cut it. Consistently comment on
others’ updates, post insightful articles,
and publish your own content. These
types of meaningful contributions will
encourage the viral sharing that keeps you
front and center with your audience.
3. Create On-Site Media
As you draw people to your site with
tools like social media and content,
you also need a net to capture their
information. Make sure your site has a
blog that visitors can subscribe to or a
downloadable whitepaper so you can
gather their information and send relevant
content periodically.
4. Ask for Small Favors
Asking for something simple like
an introduction is a great way to
be remembered. Earlier this year, I
had the chance to speak to a Young
Presidents’ Organization chapter and
an Entrepreneurs’ Organization chapter.
Afterward, I reached out to some of my
LinkedIn connections in the chapters and
asked for an introduction to their learning
chair.
It turned out that many of the people I
reached out to were interested in using
my company’s service. Although some
might have contacted me regardless, the
extra touchpoint allowed me to solidify
the relationship and expedite the sales
process.
5.
Make
Thoughtful
Gestures
Whenever Possible
By making a habit of helping others, you
avoid developing a “taker” mentality. It
can be as simple as retweeting something
they’re trying to draw attention to,
mentioning them in an article you’re
writing, or introducing them to a valuable
connection.
After meeting Dorie Clark, her
John Hall
graciousness really stood out to
me. When Techweek asked me
for a speaker recommendation, I
immediately said Dorie. Now, she has
become associated with some of the
most influential names in tech.
Even the smallest actions—like
sending thank-you notes and small
gifts—can go a long way in being
remembered. John Ruhlin, an expert in
meaningful corporate gift giving, is a
master at this. Every couple of months,
he sends me a small personalized gift
that’s always a refreshing reminder of
our relationship.
6. Provide Honest Feedback
The next time someone you know
launches a new product or service, be
honest with your feedback. Helpful,
timely input can help drive people
to the right result, and that’s not
something they easily forget. When
one of my LinkedIn connections
announced his new website, many
of his connections commented with
suggestions. The LinkedIn discussion
helped his team finalize the new
site, and several of the ideas vastly
improved it.
Your connections are an invaluable
resource
for
expanding
your
business—but only if they remember
you. Keep up with your connections
by publishing insightful content, and
don’t be afraid to ask for favors as
long as you’re willing to return them.
Then, you’ll become the first one your
network recommends when the right
opportunity comes along.
John Hall is the author of the best-selling business book, “Top of Mind”. He co-founded Influence & Co., the
largest creator and distributor of engaging content to media. He was recently recognized as a “must-see”
keynote marketing speaker in Forbes and one of the most entertaining sales speakers, but his passion is
with helping others become more engaging and building trust with the people that matter most to them. His
talks have inspired thousands of leaders, marketers, salespeople, entrepreneurs, and others to improve
their performance. John’s unique approach to speaking includes vulnerable examples from his close
business friends and family that results in a very authentic speech that many can connect to well.
John has weekly columns for Forbes and Inc. and has contributed to more than 50 publications,
including Harvard Business Review, Fast Company, The Washington Post, and Mashable. He recently
won the EY Entrepreneur of the Year Award and Business Journals Top 20 Visionaries Award.
When he’s not speaking and engaging others he’s spending time with his lovely wife Lindsay and two beautiful daughters.
influenceandco.com
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