We’ve all heard the expression, “When opportunity knocks, you need to answer.” Personally, I take issue with that because it implies that we need to wait; and I’m not good at waiting. Not only that, I don’t believe that being passive (sitting back and waiting for an opportunity to come along) will yield the greatest success. I want to be the one to determine my own success.
So my approach? I find out where opportunity lives, and I knock on HIS door! If he’s not home, I camp out on the front step and wait for his return.
How does this translate in practical language? Once you have clearly identified the services you provide and have crafted the language of those services from the perspective of your customer, you are ready to target some specific companies (where opportunity lives). The key is to find an advocate on the inside of the business you seek to break into. He or she can counsel you on the best approach, the challenges you will face (so you can be prepared) and the right process for getting in the door.
Finding that advocate may not be as tough as you think. Explore your LinkedIn networks and your association memberships; ask people in your existing network if they know someone at XYZ corporation. And be sure to give credit where credit is due. A hand-written note or a “thank-you” lunch is appropriate for someone who has provided inroads for you. If it’s the holiday season and you got some business as a result of their efforts, a fruit basket can be a fitting sign of your gratitude.
By serving as a connector yourself, opening doors for others and sharing your own network, you encourage others to do the same for you. Of course, you must deliver on what you promise and do good work in order to earn the privilege of someone’s confident referral. But that’s a given: If you aren’t going to be honorable and do good work, you’re in the wrong line of work.
Clifford A. Bailey