How many of your customers are strangers?  People you’d never be able to recognize in a crowd?

As we get back to basics in August on the Savvy Blog, it’s vital we remember the importance of relationships.

Small business owners, like Lisa and I…and probably you, get new customers through initiating and nurturing relationships.  Some of Be Media Savvy’s most loyal clients came from advertising, but, at least, 90 per cent of the people who work with us started with a face-to-face meeting or referral from a friend.

I was at another one of those face-to-face (f2f) lunches this week, discussing the pros and cons of paid advertising.  My friend was bemoaning the fact that he’d once invested thousands of dollars, and the only call generated was from a viewer complaining about the content in the program he sponsored.

Ouch!

So, we agreed that it was misspent money and moved on to what produces results for him; Networking.

When it all boils down for small business, your customer places a high value on the ability to look you in the eye and believe that you’ll do what you say you will.

Your business rises and falls with your ability to bond with people and earn their trust. The best way to start that process is with a warm introduction from a common acquaintance.

“Hi, friend.  The last time we talked, you were a little frustrated with the results you’re getting for your business.  Let me introduce you to Tim.  He works with small business owners on planning and executing their marketing efforts.”

Better yet, might be, “…his company has helped me increase my sales by 20 per cent in the last six months.”

A warm introduction, with a proof of performance, instantly earns you Brownie points with that new contact.

If you’re a BNI member, or any of the myriad of similar networking organizations around the nation, this is not a new concept to you.

My friend Raeus Cannon wrote a book, ABC’s of Networking (Copyright 2005 – REO, LLC), and she shares a few tips on how to get the most out of your networking efforts.  She begins with making a commitment to your networking team.  Attend regularly, and get involved.  Raeus says there are two times to go to a networking event: when you feel like it, and when you don’t.

You cannot build new relationships with prospects unless you are willing to leave the friendly confines of your home, office or home-office!

In addition to building trust by consistently showing up, you must also tell your networking contacts why your business is valuable to their circle of friends.  Some call this “the elevator speech.”  I think of it as a plot line or story pitch.  You describe your ideal customer, what they want to achieve, and how you knock down hurdles in their way.

Now your networking contacts understand who to look for (by name, if you share that info from your prospecting list), what they want, and what frustrates them.

Ask to be introduced.  Offer the same to your contacts.  Become a valuable matchmaker in your business community.  Serve, and do it first.  Others will reciprocate when the opportunity arises.

The best way to make a friend is to be a friend.