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Getting Business From Strangers
In my last column ("Social Splatter: This Isn't Marketing") I discussed how thin our social presence is becoming on the Net, thanks to the overkill of too many social sites and tools. But complaining that “it’s all too much” accomplishes nothing, and getting overwhelmed leads to inertia. Just because you don’t have time to update all eight of your social memberships doesn’t mean you should slow down your efforts to market yourself and your business. The objective is still the same: To crank up the ROI.
And part of the answer is often sitting right beside you. You just have to look up and take advantage of it. In an oldie-but-goodie article, marketing consultant Marc Kramer (author of the classic Power Networking) discusses the incredibly powerful social networking practice of “Getting Business From Strangers.” You don’t need wi-fi, 4G or even 3G.
Using the story of a $40,000 deal he initiated by saying hi to a woman on a train out of Manhattan, Kramer outlines his marketing plan for doing business with virtually everyone he meets. Some of his tips might sound like a 1966 Corvette revving its engine beside a shiny new Tesla, but keep in mind which car has a history of solid performance.
“Obviously, not every stranger sitting beside you will need your services. But unless you introduce yourself, you’ll never find the one that does. If the odds seem daunting, consider this. No matter what kind of work you do, part of your job is marketing yourself and finding people who need to buy your services.”
You can of course do this online if you like, but there’s no interpersonal icebreaker online like this one across an aisle of seats on public transportation:
“If they are reading an interesting book, ask if the book is good. If it’s a magazine, ask if one of the articles on the cover was interesting.”
Corny, eh? It gets Kramer from point A to point B and wins him business, though he nonetheless applies state-of-the-art digital marketing techniques, too. His point certainly isn’t to ditch digital marketing for talking to people, but his advice is a powerful reminder that tickling the ‘Pod isn’t the only game going in marketing.
“Don’t be so afraid or preoccupied. You can catch up on your reading and work later… That person sitting next to you might be your future. Say hello.”
So don’t put your digital marketing machine up on blocks and walk away. But do look up from your handheld and turn to the passenger sitting beside you — she may be ready to deal. You can have a potent social presence without a battery.
How often do you get new business from strangers by talking to them? Let’s tally it up on the Discussion Forum.
About Nick Corcodilos
Nick started headhunting in Silicon Valley in 1979. His contrarian "Ask The Headhunter" media properties feature his radical approach to winning jobs and to hiring great workers. On CMO.com, Nick shows you how to tackle the daunting obstacles that job hunters and managers face when trying to work together. Join Nick on the discussion board to talk shop and get an edge in the C-suite. In addition, his newest books, How to Work with Headhunters and How Can I Change Careers?, are available as PDFs.
