Fighting to find new customers? Use “wood strategy”.

I used to be exhausted. My business in the field of B2B implementation grew and earned $ 1.2 million a yr, but finding new customers was a grind. I used to be trapped in an limitless cycle of network events, cold connections and exchange of business cards that brought minimal results.

Then I discovered what I now call “wood strategy” – and I began to easily acquire customers. Even higher, I never had to participate in one other network event.

Here’s how it really works: as a substitute of hunting individual customers in a vast network forest, I noticed that I could connect with individuals who have already cut all the trees. These are individuals who have spent years building relationships with exactly clients I wanted to serve – and now I only needed their help reaching Their clients.

How? Playing a long game with relationships and strategically indicating how we could do more interests together.

For example, here I did with Gary (not his real name). He was a marketing manager with whom I worked, who then moved to work at a medium level at Microsoft. On the first day we sent him a huge Lollipops bouquet. He said no one else did something like that.

From there, honey. Once a month, I sent E -Mail for resources and information to help him succeed. I sent him updates of my company every 4 to six weeks. I used to be flying to Seattle once a fourth to catch up with him – although I at all times told him that I used to be there to “see potential customers”. (I didn’t want to terrify him.)

After about 18 months, an outsourcing opportunity appeared in Microsoft – and Gary thought about us. This has modified into a $ 4 million contract. Then he began to introduce us to other technology firms he worked with – so that it was Gary’s clients It became Our clients.

Gary was the perfect wood. He was not a great shot in Microsoft; He was simply an open, well -connected person. You want that.

Here’s how you’ll be able to find your personal wood:

1. Identify who has yours Ideal customers.

Start by creating two lists: industries stuffed with potential customers and specific individuals who already serve them. Look beyond obvious. Sometimes your best recommending partners are found in neighboring fields, and even “competitors” who support barely different segments.

2. Focus on the connectors, not connected.

Not all well -connected people are good picket. For example, I once wasted months, realizing one of the most related businessmen Denver, but he is aware of it gathered Connections, but rarely divided them.

There is no one way to smell these people, but in time you’ll make sense – and when you see that they do not make contacts, go on.

3. Build relationships deliberately.

I never ask for instructions directly. Instead, when I have a good working relationship with someone, I ask: “Do you know the other person who can take advantage of the experience you have?”

This query is magic. Transforms the conversation from a selfish request into an opportunity their to help your folks.

4. Model of the desired behavior.

Often the best way Get Customers are to start sending Customers. I’ll start sending customers to potential wood in the hope that they’ll want to return a favor.

Not everyone This approach will accept. All right.

You only need three to five good wood to transform your enterprise.

It is not about hope of recommendations; It’s about deliberate building relationships with individuals who can connect you with all the forests of consumers. Five firms took care of this lesson – but when I did, I finally managed to make my network work for me.

Chuck Blakeman is a serial entrepreneur. This article comes from Chuck’s new book, Sell less, earn moreNow available all over the place.

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