Jumping Above the Competition
For most of us, whatever career we have chosen, we often focus on how to outperform our competitors. My dog reminded me of this when he was clearly more driven than the other 3 dogs at our friend’s pool party.
What compells each of us to strive for the best varies by individual and by environment. However, there is often that one trigger that compels us each and every time.
Over the decades of my career, stating the obvious, money seemed to be one of the top drivers. It pays our bills, provides for food, shelter, and basic needs. It also helps us accomplish most of our material gains. We can strive for better schools for our children, nicer homes and cars, and help us experience travel and learn about the world on a more comfortable level. So, what is the key to success here?
When I think back upon my colleagues over the years, there were many approaches that garnered a higher level of financial success. One strategy was to build a reliable referral network. It could be formal, where you belong to sales referral groups. These can sometimes be found at local Chambers of Commerce. Pay to play as they say.
Another more informal method is to identify one or two key centers of influence who can drive your business forward. Examples include your local Industrial Development Agency (IDA). They will often have the most up to date market knowledge of expansions and new companies moving into town. That information can be very useful to service professionals. A friendship here can help ensure you have a seat at the table for new proposals solicited by growing firms. Make it a point to get to know the IDA management in your geographic areas of business. They can be a wealth of information in more ways than one for you.
Another source off potential sales can be those few individuals you identify as knowing more people than you do. Take them out to lunch, tell them you are looking for specific type of clients and present them with a profile. The more specific the better. If they like you they will often want to help you succeed. They may come from your circle of trust advisors, often an accountant or lawyer or banker will be motivated to help send referrals your way. The more business you have, likely means the more business you will send back their way. We do function in a symbiotic environment, look around and identify those who will benefit from your success. They should be your most likely supporters.
One of the most successful colleagues I've worked with set up their own referral network. They created a referral group on their own by identifying around 5 or so professionals, each in a different field, but all motivated to contribute to each other’s success. The type of individuals is a group like this vary by the make-up of the focus of the group. Take stock of who your ultimate client is and identify peers that can provide those referrals to you. Access to the ultimate client profile is key here. Your manufacturer’s rep, your insurance agent, your CPA, your financial advisor, your local business association, the opportunities are all around you.
If you have that natural drive to our jump your competition, focus on those professionals around you who may benefit from a referral group as well. Choose a monthky breakfast or luncheon setting and share your ideas of where and who your next client may be found. We all need support and referral groups are a great way to help all participating take their business to the next level.
While an actual life vest may be the support my dog needs to out jump his competition , a group of reliable centers of influence can be the life vest your busienss needs to continue to be out in front of your competitors.
As we say in the sport of dockdiving, ‘Jump Biig.’
Be well.
