There are dozens of books available on networking and building relationships. My favorites are “Love is the Killer App” by Tim Sanders and Keith Ferrazzi’s “Never Eat Alone” because they drive home the importance of the “art of connecting.”

I’ve taken Mr. Sanders’ and Mr. Ferrazzi’s advice and wanted to share my success!

One of my primary responsibilities is developing new relationships for Stephen-Bradford Search. If you, too, are responsible for driving revenue then you’ve probably developed your own “tickler process.” Typically, after you’ve spoken to a potential client and there isn’t an immediate opportunity, you keep them on your “tickler list,” checking back with them from time to time. Instead of the traditional monthly/quarterly “checking in” and making the call about you, find out how else you can help them - by providing alternative value. Even if their immediate need isn’t about you and your “solution” - ask “how can I help? What’s keeping you up at night?”

Here’s an example from my personal experience. Last year I called a potential client, let’s call him John. After a brief conversation regarding the reason for my call and communicating my value proposition, John said he appreciated the outreach but they didn’t have an immediate need for our executive recruiting services. “No problem” was my immediate response, since building a solid, trusting relationship is paramount to forming good business alliances. Now that John was no longer “on the hook” he relaxed and we started talking about his “pressing” business issues. I was truly interested in understanding his goals, his challenges, companies he wanted as clients and people he needed to meet. Within our conversation, I was able to suggest two contacts. The first person I recommended works for a company whose services fit his most pressing need. The other referral was actually a potential client for John’s business. I immediately took action, made introductions via phone and email and, in this instance, both connections proved successful; one fixed John’s problem and the potential client eventually became John’s client.

Needless to say, John and I enjoy a mutually trusting and beneficial relationship. What began as a simple sales call evolved into two strong referrals that helped John’s business. By offering John my assistance, I not only gained credibility, but I also differentiated myself from six other salespeople vying for his business. Ultimately, when John needed to hire “talent,” I was the only person he thought of calling. I’m proud to say that not only is John an important part of my network, he is a Stephen-Bradford client.

The process of giving doesn’t guarantee revenue to your company, but it will change how potential clients perceive you and your organization. By becoming a “connector” and passing it forward, you are no longer a “salesperson.” You’ve positioned yourself as a consultant and are on the road to building genuine and long lasting relationships.