There's a subcontractor in northern New Jersey who has been using a powerful yet easy to implement method of opening new relationships. Every so often, he'll pick about five people he wants to connect with, and he'll send them a fruit basket. Now, the words "subcontractor" and "New Jersey" may bring a "macho" personification to mind, so a fruit basket may seem a little out of place. Nevertheless, within a few days, the phone rings - "What's up with the fruit basket?" A good laugh is shared and "voila" - a new client connection is formed.
Connecting with people - especially people who are willing to talk to other people on your behalf - creates the sense of trust that mass media or social media just cannot achieve. That is the main reason why it's vital for ambitious small business owners, entrepreneurs or professionals, to always be enhancing the relationships that support good ole word-of-mouth advertising and growth. But sometimes life and business take crazy turns, and contacts and relationships can get lost in the mix. The question then comes, "How do I reconnect with people to feed those relationships and keep them interesting?"
The practice of "giving to give" without expecting anything in return is still refreshing and surprising, even though it isn't particularly new. However these days, concentration on the bottom line can get so myopic that the idea of giving anything away sets of warning bells accompanied by restless nights. But it doesn't have to be the penny-pinching nightmare of doom. Now that we're well into the information age, it's easier than ever to do something heartfelt at little - or no - cost to you. And that practice can pay off big time in new clients and referrals attracted by your generosity.
Take a look at these 10 suggestions for giving and choose for yourself:
1.) A thoughtful sentiment - Did your contact just lose their company softball game? Did their stock break $25 for the first time? Take a moment to do a bit of research and respond accordingly with two or three lines of support, congratulations, empathy, etc. It will go a long way in re-forming those bonds.
2.) A greeting card - Stay away from flashy e-cards that are only marginally better than spam. Nothing quite beats receiving a physical piece of personalized mail. It's a dying art that really stands out.
3.) An interesting article - The difference between you and the spammers who pollute inboxes with junk? Personalization. Read an article thoroughly and then summarize it in your email. Not only will this save your contact time, but a summary in your own words will convey your intelligence, thoughtfulness, and point of view.
4.) An invitation to an event or fun activity - Although it's better if you invite someone to be your guest, you don't necessarily have to be going to the event yourself. Just make sure the event is appropriate to suggest.
5.) A referral or introduction - You know how good you feel when you hear that someone has referred you to a potential client? Pay it forward! Giving the gift of a potential client or an introduction to a center of influence can go a long way in building good will.
6.) A website that you think could help them - If you know your contact appreciates good resources, do some legwork for them. Even if they already saw the website, they'll be touched that you put in the effort.
7.) A good book - Let's face it: there's nothing quite like a good book. Choose one of your favorites and share it!
8.) A fruit basket - Yes, this takes a little money. But very few people will turn down a beautifully-crafted gift of food. Have a contact with a sweet tooth? Try chocolate!
9.) A simple, sincere "How are you doing?" and/or "What can I do to help you?" - Sincere interest and selfless intentions are two of the best ingredients in your recipe for success. Taking an interest doesn't cost anything, often makes the other person feel good, and even if the answer is "Thank you so much for offering, but I'm fine at the moment," it's likely that they'll remember you when they do need something.
10.) You! - Offer to do a free teleseminar or conference call for your contact's employees or colleagues. You can present some of your priceless wisdom and/or answer questions that will make a difference.
If these suggestions have sparked a few additional ideas, don't be afraid to use them. This list is not the "be all - end all," but meant to inspire some creative thinking. The sky's the limit. If the spirit of generosity moves you, then put "do something special for 3-5 people" on your to-do list every week. A little effort and thought goes a long way.
