The Old Rules Still Apply

MarketerCoverThe following article written by Tim Klabunde was published in the October edition Marketer.

Successful businesses are built on foundational truths that do not change with market conditions or time. To be successful in 2010 you are going to need to focus on the same things that business leaders needed to focus on in the last century: the people inside your company, the clients outside of your company, and your network in your industry.

People are the ultimate reason that businesses succeed or fail. Regardless of your placement in your corporate structure, your success and that of your company will be defined primarily by your relationships with people. The key is to build mutually beneficial relationships where people want to help you succeed as you help them succeed.

Rules that build success

We all know that relationships can be complicated, but there is a fundamental truth that determines if you are building up or tearing down relationships: relationships grow if you selflessly help another person succeed; relationships dwindle when you focus on yourself and your own wants.

If you meet someone for the first time, and they subsequently help you, you will be appreciative of their efforts and probably remember them. If that same person were to help you three times over the following month, you would keep an eye out for ways to help them in return. If they helped you a dozen times, providing you new client introductions, referrals, and leads, you would develop a strong desire to help them in return. This desire to help is the foundation of a mutually beneficial relationship where two people are constantly looking for ways to help each other. One important key to this happening is concentrated effort on a specific group of people that over time develops into multiple mutually beneficial relationships.

Rules for inside

Most everyone recognizes that they need IT support to succeed, yet many people approach their IT department with a focus on their own needs and then can’t understand why their requests are always at the bottom of the to-do list. In marketing we often seem to forget that the rules of building success with people outside our companies also apply to people inside our companies. We need people, both inside our companies and outside our companies, to succeed. People that focus solely on achieving their own success are rarely able to achieve it in the long-term because they lack the support of a team that wants to help them succeed. Consider what would happen if you started helping your IT department succeed by cleaning up your server space, purging or archiving old e-mails, and supporting their efforts in meetings. I can tell you from personal experience that the result with be that your requests will likely be given a high priority. The same applies to accounting, marketing, operations, human resources, other project managers, and even management. When you focus on helping others your build a team that wants to help you and make you succeed.

Rules for outside

We all know that when we market we need to focus on existing clients and prospective clients. What most people fail to realize is that, after marketing to your existing clients for additional work, the least expensive marketing approach is usually to market to others in your industry that can’t hire you! Networking is the art of building mutually beneficial relationships that provide a wealth of leads and referrals from others. Many people fail to build strong networks because in America we have improperly aligned “networking” with “sales,” and sales is something most professionals avoid at all cost. Sales should not drive the relationship; instead, the relationship should drive the sales. True networking is the development of relationships, and relationships are something that all of us have a God-given instinct and need to develop. What this means is that everyone in your company can help bring work in the door simply by being relational and developing an effective network.

The rules that still apply

So, there are some important old rules that still apply. A true network of relationships is not to be confused with the self-serving “good-old-boys” network.  Instead, success in business is derived from genuine relationships. If you are ready to build the foundation of your business this year, then it is time to refocus on people. After all, it is the people in your company that will make you profitable, and it is the people outside of your company that foster your growth.

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