B
Become an influencer through social media, podcasts, print or
wherever else you can put out fresh content. VIPs will Google you
to see what pops up. If nothing appears, they might not give you
the time of day. effect of big-time connections. But this process takes time, so don’t
give up if one event doesn’t get you noticed.
Demonstrate that you have intelligent things to say and get the
right team of content strategists behind you. It’s more accessible
and less costly to do this than you might think. Invest in doing one thing better than anyone else — it’ll set you
apart from the crowd. When I wanted to deepen my relationship
with Cameron, I wasn’t just going to take him out to a steak dinner
and a Cavs game – everyone has access to those.
2. FIND A CONNECTION POINT.
People want to hang out with peers, not groupies. Seek
introductions from trusted friends or advisors. Once you’ve found
that connection, determine how to build a relationship with one
influencer at a time.
The beauty of connecting with VIPs is that they usually hang out
with other people you want to meet. It takes one strong connection
to make many.
3. HANG OUT AT THEIR WATERING HOLE.
I’m not talking about their favorite bar. Figure out what
conferences and events these VIPs attend. Don’t focus on trade
shows with 50,000 people. Tap into events like Archangel
Academy, Genius Network and MastermindTalks, where there’s
less noise and more intimacy.
You’ll need to invest money to join these networks, but their focus
on learning, growing and giving will help you become exactly the
kind of person these VIPs want to befriend.
Spending time at one “watering hole” can lead to an avalanche of
connections. While attending a conference held by the charity
Opportunity International, I met acclaimed speaker and
entrepreneur Jason Duff. After staying in touch with him through
thoughtful follow-up, he introduced me to Empact co-founder
Michael Simmons. Michael connected me with Cadre CEO Derek
Coburn, who asked me to speak at the same event as Cameron
Herold, one of the top business coaches in the world.
Spending time and money on the right event can cause a ripple
MEET
JOHN
RUHLIN
4. BE BOLD AND DIFFERENT.
Cameron told me we could meet up after he shopped at his favorite
store, Brooks Brothers, but a five-hour travel delay messed with his
plans. Because he didn’t have time to shop, I brought the shop to
him. When he got to his room, he saw dozens of Brooks Brothers
suit jackets, pants and shirts in his size. Not only did he love it, but
he also called an author friend, John DiJulius, to change the
example he’d previously given him for the best customer service
he’d ever experienced.
Keep your interactions first-rate, and make them all about the
other person. Your new friend will never forget it.
5. THINK TANGIBLE, NOT DIGITAL .
Most VIPs are overloaded with emails, texts and newsletters.
Sending tangible items will help you stand out. I’m not talking
about a pen with your company logo on it. You need to send
something so high quality and thoughtful that it becomes an
“artifact” of the relationship.
Over the past seven years, I’ve continued sending Cameron
handmade cutlery and custom-made wine tools. He’ll often thank
me for being the better friend and going out of my way to stay in
touch. I don’t keep score, but I’m happy to have him as a friend
and ally.
I’ve built most of these relationships over the better half of a
decade. They’ve required hundreds of handwritten notes, phone
calls and gifts, but the value of these connections is worth far more
than the time and money I’ve invested in them. When you keep
adding value from afar, you’ll forge deep connections that will
slowly mature into an army of dedicated allies.
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. JohnRuhlin.com
CARLEPUBLISHING.COM | 31