There are many different levels of business partnerships-from
your interactions with vendors and investors to dealings you have
with your landlord. These relationships may begin because of
convenience, but very few evolve into long-lasting partnerships.
Strategic alliances make it easier to achieve success; their common
elements are trust, goal sharing and a good personality fit.
Entrepreneurs are often too selective when they choose who to
talk to about their businesses, missing wonderful opportunities. A
woman who started a bridal shop did not want to appear to be
constantly "selling" to family members, so she decided
not to mention her business to them. A cousin stopped in the store,
loved it, and told everyone. Strategic alliance income from friends
and family now generates more than 20 percent of the store's
sales.
Many entrepreneurs feel uncomfortable speaking about their
businesses; they don't want to appear to be begging for sales.
They forget a basic rule to achieving success: People are there to
help; let them. And if they do not volunteer help, move on. This
rule includes family!
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To develop relationships that can be built into strategic
alliances and continuing referral sources:
1. Stop wondering
"What is the other person going to think of me?"
We often pro-ject our insecurities onto others. It's
self-sabotage. You won't ever build a successful relationship
if you're not vocal about your objectives. When networking, you
may think "That person is bored; I need to move on." The
goal is simple: Get to know your audience! You want to discover
people with whom you can connect. Most people are not judging
you-they are just trying to understand you and your business.
2. Introduce yourself
first. Everyone is a stranger to your business until they
hear about it. Don't start by trying to sell people; it negates
the possibility of relationship building. Do mention the main
benefit your business offers, such as "I love taking the
frustration out of taxes." Sharing your main benefit helps you
believe in yourself, and it attracts the right potential partners
and allows them to feel comfortable asking questions. If you
don't tell someone about your business, you can never create a
winning partnership.
3. During the
conversation, discover one way you can help the other
person. Everyone wants to succeed. Find a way you can assist
the other person in achieving his or her goals. Can you introduce
them to a new customer, share marketing strategies that worked, or
refer a professional who can help them overcome a challenge? If you
promise to provide someone with information, write the action step
on the back of his or her card and follow up quickly.
4. Establish a time
for your next conversation. Relationships and trust are
formed through many interactions with a person over time. Don't
explain everything about your business the first time you meet
someone. Simply ask if he or she would like to share other ideas
and contacts at another time. Your ability to reveal more
information as trust is gained is a natural course to a great
business relationship.
You never know who can help you achieve success. Continue to
share ideas and contacts, and you will be rewarded. More important,
you will develop "unshakable confidence" in speaking to
others about your business.
Speaker and consultant , aka "The Kick Start Guy," is author of Kick Start Your Dream Business.