We’ve all heard the phrase “People do business with people they Know, Like and Trust”. Becoming well known, liked and trusted can only happen through repeated exposures to the same people over and over again. Having those exposures be positive and having that small group of people talk about amongst themselves about you helps too.
Depending on your business then, you’re more likely better served by being known well by a few people than known a little by the masses. Where does any new salesperson or business development newbie start? With their friends and family. Selling to the people who known your whole life is a LOT easier than selling to strangers. So how do you do this?
I would recommend moving to a small town. I know that’s not feasible for most people so let’s not take this literally but figuratively. Even if you live in a large city, you should focus your energy on a small group of people. Geographically is the easiest way to tackle this. Pick a suburb or neighborhood, ideally the one that you live in and become the Mayor of that area (again figuratively – although in our part of the country Insurance Agents all seem to politicians too – great way to meet people and sell policies I suppose). You should market (campaign) to the folks in that area. Express your desire to get to know them, serve them. Get involved in the community, help local charities. This is best done in a concentrated area so that the people there see you regularly and again, get to know you, like you and trust you.
Another way to develop this “small-town mentality” is to focus demographically. Just like a salesman who lives and works in a small town will eat at the same diner every day, attend every local event and function and generally become part of the fabric of the town, you can do the same with any group you decide to focus on. Especially demographically-based groups. Age, race, gender, marital status are all possibilities. Perhaps you’re a Real Estate Agent that likes to work with seniors, perhaps helping to relocate them to a retirement home when the time’s right and thus listing their home for sale. In that case, becoming part of the “small town” that is the “senior services circle” would make sense. You should immerse yourself in all aspects of that community. Create positive interactions with ALL of the key people in that group. Giving value without expectation of anything in return is the easiest way to build solid relationships.
Meet everyone, get involved, shake hands and kiss babies…having a “small-town mentality” with regards to your business could pay huge dividends…
