Fluidity and the Unique Business Relationship
In order to maximize our potential to build and maintain Unique Business Relationships (UBRs), we must possess the social skill of fluidity.
In the context of Crux Rainmaking, fluidity is the ability to move seamlessly between three distinct personas during interactions with people within your network, including prospects, existing clients, and referral sources. The three personas are: (a) serious professional, (b) friend, and (c) leader.
Most professionals have no trouble whatsoever with the persona of “serious professional,” because they are, in fact, serious professionals, competent in their field of expertise. But the major problem for many professionals is moving out of that comfort zone into the personas of friend and leader.
UBRs are based on the concept of truly getting to know what makes a person tick and what moves that individual. This discovery is done best and most efficiently in the context of friendship. It is quite difficult to elicit more personal information about a person without “befriending” that person in some way. We need people to open up to us, and share information that can then be used as a basis for building a UBR.
We must also be sensitive to the fact that nothing happens in a relationship without leadership. Words are cheap and promises are merely words until someone acts and follows through. We must be prepared in our interactions with people to lead the conversation and direct future action in a way that is mutually beneficial. This could be as simple as recommending and insuring a follow-up meeting, or scheduling a dinner, or making a valuable introduction. Without a leader present in the relationship to direct it the way YOU want is directed, then very little may result from your relationship building efforts.
So the idea is to first recognize these three distinct personas and then to practice weaving them into your interactions with others. Be cognizant during conversations with prospects of the presence of yourself as not only serious professional, but also as friend and leader.
In subsequent posts, I will endeavor to dig deeper into this overall idea with more particulars and tips for practicing fluidity.
J.B.
Read MoreCrux Quick Tip (CQT) #6: Partner-Up
CQT #6: Partner up with a colleague to generate business from a prospect.
We will come across many opportunities as rainmakers. We will be tempted to take every opportunity and seek the business through our own individual efforts. But such an approach is short-sighted. We’ve all heard of the saying, “Two heads are better than one.” It really is true in many cases when it comes to developing business.
Having another person off which to bounce ideas, who can provide deeper insight on how to pursue a prospect, or who might have a certain network or substantive expertise could vastly assist the pitch process.
Partnering Can Work For Everyone
This CQT can work for both newer professionals and more seasoned ones. Newer professionals would greatly benefit by having a more seasoned professional involved in the pitch and relationship-building process. For example, such a professional might identify a new lead, and not be able to map out the best approach for pursuing such a lead simply due to his or her inexperience in the selling process. A more senior colleague can help direct strategy and provide depth from a substantive perspective.
More senior professionals can find great benefit in this CQT especially in pursuing larger prospects. There is strength in numbers in certain circumstances. For those larger, perhaps tougher relationships to build, having two or more senior professionals focused on the process can help make the pitch stage more efficient, increase the depth and breath of experience standing behind the relationship, and can also help in serving the new relationship when honored with the business.
Implement NOW!
Take a moment to think about a lead you have right now. Select one that you feel could be a good start for implementing CQT #5. Perhaps there is one that has been in the Crux Rainmaking Lead 1 (CRL1) stage for a while. Or maybe there is one that will require more of a team effort to be competitive with other suiters for the business. Then identify a colleague you can approach with the offer of teaming-up to pursue the business opportunity. Share the credit internally. 50% of something is much better than 100% of nothing. The nice by-product of this approach is that your colleague will be more likely to bring you into one of his or her lead pursuits as you build this sort of team-oriented relationship.
Once established, use your new partnership to forge the best strategy you can to generate business from your chosen lead. Share ideas, map out a course of action, and confidently work to build a Unique Business Relationship with your lead, thus substantially increasing your chances of winning the business.
J.B.
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