Centers of Influence MarketingCenters of Influence Marketing If I told you that the essence of business is building long-term, mutually-beneficial relationships, you'd say that this was nothing new; you've heard it a hundred times before. But if I asked you what your plan was to build these relationships I'll bet most of you would draw a blank. Sadly, most business relationships just happen, they are not built intentionally and systematically. Your development and implementation of a relationship-building strategy is not only important, it is the key to ongoing success for InfoGurus. And the best business relationships are with business people known as "Centers of Influence." These are business people who are well established, are good networkers and who can lead you to the kind of clients you are looking for. You want to be in the network of several Centers of Influence. But how do you find and connect with these people? Here's an Action Plan that will help make things move faster. 1. Target your Centers of Influence Who can help you grow your business - that is, lead you to good potential clients? Consultants, attorneys, real estate agents? Write down a list of your ideal contacts and a brief profile for each. i.e., "Management Consultants in high tech who have clients in the fortune 500." 2. Define your value What value can you offer these Centers of Influence? Sure, they could help you get access to your ideal clients, but what do you bring to the table? What skills, contacts, information or resources do you have? Make a comprehensive list. More in #6. 3. Points of contact Where do your Centers of Influence congregate? Do they belong to specific professional organizations or business groups? Can they be found in online communities (see our Audio Program below)? Do your existing networking contacts know these people? 4. Assemble your information If you're going to approach Centers of Influence, what materials will you use to put your best foot forward? Do you have a web site that looks credible and professional? Do you have a few "Core Issue Articles" that outline your expertise? You need to be ready with this material when you make contact. 5. Put out the word An introduction to a Center of Influence will always trump a cold contact. Let those in your current network know who you are looking for. Send an email or letter and follow up with a telephone call. Then ask, "Who do you know who..." Then get their advice on the best way to approach this Center of Influence. 6. What's in it for them? If and when you gain access to a Center of Influence, what are you going to propose? You can't just say "Here I am, please send potential clients my way." You need to have a compelling reason (also called Value Proposition) for them to associate with you. What exactly are you offering and what do you want them to do? (see more in Marketing Flashes below) 7. Invite them to participate A great way to build the foundation for a relationship with a Center of Influence is to hook them up with others in your network. Invite them to a workshop, seminar or networking function where they can make valuable new contacts themselves. 8. Stay in touch system Once you've made contact and have established the foundation for a relationship with a Center of Influence, you need to keep your ideas and value in front of them. How will you do that? An eZine, personal mailings, telephone calls or in-person get-togethers? 9. Reward your Centers of Influence When a Center of Influence sends you a lead to a new potential client, make sure you show your appreciation. A phone call, a hand written note and even an appropriate gift lets them know you that you don't take their assistance for granted. Also, keep them in the loop with your progress with this lead. I have worked with clients who have developed relationships with just two or three good Centers of Influence who have brought them hundreds of thousands in new business. With a focused, intentional plan you could be doing the same.
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