Selling to Small Business Part II - The Power Of Your Network

Guest Contributor: Jordan Arron
Jordan's Posts - (416) 973-2510


In my first article posted on EvanCarmichael.com I briefly touched on connecting people in a network together. I want to expand on this idea in my second installment. I think that anybody in business understands the importance of networking, and its necessity in order to grow your own business.

One thing I've learned of late is that there are two types of networkers. Those that attend events, meet people, hand out business cards, and those that do all that but actually go back to their office the next day and give a real hard look at how they can connect one person to another.

The thing about the latter is that this extra step does take work, with not necessarily any reward. But the key about having people that really do bounce high volumes of referrals back and forth in a circle is that it is contagious for the reason that it creates obligation, even if nothing materializes out of it.

Once you've received two or three referrals from one person, you can can't help but feel guilty if you don't immediately dig in there and find at least one person you can introduce to them! The point is that I've met many people that we have mutually agreed to do business with, but have yet to send anything between each other months later. I believe that if nothing goes between two people within the first month of the meeting then chances of anything happening there after become almost nothing.

Now as a business owner you're probably thinking that a person like a Banker, Accountant, Lawyer, or Insurance Agent must depend so much more on referrals than yourself. I disagree. There are so many potential new suppliers, partners or even people in other industries that have similar challenges that you have that, without ever getting into this powerful world of networking and referrals you will never know exist.

In the world of small business warming up any sort of lead through a referral makes life so much easier for all parties involved, and I believe if something materializes that it speeds up the sales cycle as well. So give it a try, and the next time you meet with somebody, commit yourself to providing that first referral within one month and see what happens. You certainly have nothing to lose and everything to gain!

How To Introduce Yourself To SMBs

Last month I wrote about Getting Involved In The Community To Build Trust Instead Of Selling in which I mentioned how Jordan Arron from the BDC was able to become the first outsider to come in and present his company's value proposition to my Mastermind Group members.

Jordan took the right approach and wanted to build relationships instead of selling. He was genuinely interesting in helping my members and did not come with the "always be closing" attitude.

I asked Jordan if he wanted to write about his experience to help others who are trying to make connections and sell into the small business market. Here are his thoughts:

"Last month was my first opportunity to introduce myself to the business owners of Evan Carmichael's Mastermind group. It was a tremendous opportunity which I had the privilege of being a part of for two reasons. Firstly, because not only did I get the chance to hear Frank Cianciulli of Enunciate speak about his experience growing his business, but I was also given the chance to introduce myself to a very targeted group of individuals to grow my business.

As an Account Manager at the Business Development Bank of Canada my one mission is to support small and medium sized businesses by providing the combination of aggressive and customized financing solutions, with consulting services. The way I become successful at this is by being as deeply rooted into the various networks of business as possible. The challenge in this task is that people are always busy, and groups like the Mastermind groups are highly solicited, which can make it difficult to present your offering to them. It was only after I was given the chance to speak to the group that I realized that it was because of my approach that I was given this opportunity.

I think that if I were to summarize my approach, that it would have two specific characteristics (which I will admit, certainly are not unique, nor do they reinvent the wheel). This first characteristic is that I want to listen more than speak. So often people in sales are trying to tell people what they are selling or offering, without being able to understand who they are talking to. Not only does "active listening" allow you to collect your thoughts, and to understand your counterpart better, it also doesn't give such a "hard sell" approach which can put some off quite quickly. Even if you are about to sell something as simple as a pen, people will jump to all the features of that given pen, as opposed to understanding if the person is looking for a $0.50, $50, or $500 pen.

My second habit is that I naturally want to help people in any way possible. Even if I am not going to be lending money to them, I always look to leverage my network by putting them in touch with a potential joint venture partner, purchaser, supplier, or other financial institution. I realize I've actually started building strong relationships with people that I didn't offer money to. This approach in its truest form, works excellent amongst like minded individuals, and in the end they often end up pointing people in their network back to me.

In summary it was great meeting the members of the Mastermind group, and I look forward to the next event I can be part of. As Evan was kind enough to let me enter this circle of individuals, I will look to make every new relationship a two way street where I not only support group members with BDC financing or consulting services, but to just always keep in mind what they do, and to make appropriate introductions for their business where possible. I consider it a privilege and truly enjoy working with entrepreneurs and learning about their visions of success. When I can make a contribution to this success, it's even better."