By Susan Kendrick
What’s easier, a cold call or having someone personally introduce you to a new prospect? What’s a quicker way to build trust—jump through all the hoops of proving that you’re as good as you say you are, or have somebody your prospect already knows and trusts back you up as a great resource? In each case, either way works, but a third-party introduction and endorsement is definitely less labor-intensive. You move on much more quickly to building relationships instead of just trying to get them started.
That’s the way it is when you want to introduce yourself, your business, your services, your book, to a new market. One of the best ways to do this in consulting or any industry is to become a part of that market and for someone already known in that market to make the introductions. Rather than creating relationships one at a time, this is the way to gain access to many prospects at once.
Who Should You Approach?
Take a look at these three criteria. It should be an individual or organization that:
• Continually offers their followers quality information, perspectives, and resources
that will help them be better at what they do
• Has a list of followers with whom they regularly communicate and who are used to
signing up for educational programs and purchasing resources
• Reaches out to their followers in a variety of ways: enewsletters, magazine, webinars,
blogs, podcasts, speakers, annual events, expos, conventions, and more
Who Does All That? Professional Associations
Professional associations exist on many levels—nationally as well as by state, region, and even by sub-industry. Approach each of them like you would approach a media outlet. In other words, offer to do things that help them achieve their goals. Be a good partner, an information hub, a source for quality perspectives, insights, and educational content. In return, you get introduced as a go-to expert to potentially throusands of new prospects. For questions or help with ideas for creating relationships in your industry, contact us at Write To Your Market, Inc. - firstname.lastname@example.org or 715-634-4120.
Coming Next: "Six Ways to Get Started"