How to Focus on Key Relationships for Business Growth

As I was going through customer interviews for a client recently, a common theme emerged - when they needed a solution, they reached out to someone they knew and trusted first. This rings true, especially in #professionalservices, where growth heavily relies on referrals and strong relationships. Trust is crucial in the decision-making process. Customers are more likely to choose a brand or business they have an affinity towards and a relationship with. Professional services already excel at relationships. But to achieve scalable growth, they need a framework to scale relationships and 1:1 conversations. So, how do we scale knowing and trust? The key is to focus on the mindset and activities that build affinity at scale. Instead of pushing prospects through a sales funnel to have a sales conversation too soon, you can create content that fosters trust over time. Think about the one thing they need to know about you each week to build trust. Deliver that value through content, whether it's through podcasts or webinars, paid ads, organic blog posts, or social media updates. People need to know who we are, have their skepticism addressed, their questions answered, and be excited about our solutions. By forming these connections, we ensure that when they're ready to buy, we are top of mind because we've already laid the foundation of trust. So, let's start building affinity today, knowing it will lead to scalable revenue tomorrow. #RevenueGrowth #MarketingStrategy #DemandGeneration #B2BMarketing

Fish Where the Fish Are. Agency Growth does not always mean going after “net new” clients. Your existing clients already know, love, and trust you. Maximizing opportunities with them is the perfect starting place when you are feeling a sense of doubt about upcoming new business. When working with my agency clients, I always start with the question “Are you maximizing opportunities with your existing clients?”. Oftentimes the answer is I’m not sure…or maybe…or yes (but they really aren’t). It’s critical that whoever is on the front lines with clients and/or managing the day to day work be comfortable talking with clients about things not project related. Creating time and space to have genuine conversations to learn more about them, their team, upcoming changes with their leadership, family challenges they are facing, etc is important in deepening your relationship with them. Many younger folks coming up in the agency world have not had the mentorship or training to do this comfortably. I love helping them get comfortable with this. Below are the five key questions that I’ve personally used for years and teach client services/account teams to get comfortable doing on a regular basis. You can use one or all depending on what feels right at the moment. All will result in learning more about them and how you/the agency can be doing more. Ask “How are things?”...then listen. Ask “How are you doing?”...then listen. Ask “How are we doing?”...then listen. Ask “How else could we be supporting you and your team?”...then listen. Ask “Are there any big changes coming up with your team?”...then listen. You’ll be amazed at what you learn. If you’d like to chat more about this or anything Agency Growth related, please do reach out! #agencygrowth #fishwherethefishare #leveragebusinessrelationships

Earlier today, one of the clients I'm coaching shared with me about his sales pipeline and that his current mindset was in "service" mode versus "client acquisition" mode. My curiosity immediately took over. I asked him, "Tell me why?" I then dug deeper to ask him, "Describe what you might miss with a service-only mindset versus a mix of both?" He was perplexed and wasn't sure. Even when we are in service mode (regardless of your industry), we can still help our client see the value or problem we are solving and encourage them to keep us at the top of their mind (#referals and build #champions) should they have someone else in their network we can speak with. Building the habit of asking, "Who else comes to mind?" or "Is there anything else that I can do to support you?" can and will dramatically impact the relationships you build over time. Hence, the picture below. I asked him how long it would take to turn the water from really cold to really hot. He said, "It can take a while," and that was my point." I learned that if I did a little business development each day or week, my sales pipeline wouldn't go from hot to cold and would always stay warm at the very least. My advice hit home for him about always having a mix of service and growth. Over my 20-year corporate career as a sales and sales leader, my team and I were always in business development mode because we stayed curious. We listened. We were present in each conversation. We followed up. If we couldn't help a client, we would refer them to someone else who could. #WinTheRelationship Building a business is hard. It takes a clear vision with intentional habits and a mindset of #belief. When we start each day with the mindset that "we believe what we do matters," we will build the confidence to stay present and ask who and how else we can help existing and new clients. Let me know your thoughts on creating a consistent mindset for business development in the comments below. #salescoaching #sales #growthmindset #growthstrategy #relationships

“How does one get clients?” That’s a question addressed in countless LinkedIn posts, with answers shared by a slew of businesses promising to generate leads and close sales for me. Here’s the truth: The question you ask defines your approach and outcomes. So, in approaching business development, my starting point is to ask a different question: “How can I build mutually rewarding relationships?” My strategy: Commit authentically to meeting and helping people who share the same values and want to do great work. I execute this strategy by sticking to five principles: 1. Invest time in relationships with people who share my values — honesty, integrity, quality, collaboration, diversity, and respect. 2. Manage to the reality that opportunities arise serendipitously. 3. Focus on what I do well and love to do. 4. Stick to a clear brand value proposition. 5. Choose clients and projects where I can make an impact on things that matter, share my expertise for good, and work with leaders looking for fresh perspectives on achieving transformative change and innovation results. What are your business development principles? I’d love to compare notes. #businessdevelopment #strategy #innovation #changemakers #leadershhip

This is a struggle many business owners have, as did I many years ago. It’s the pull of the new. Why not….. Embrace your existing clients—they are the bedrock of your thriving business. In the pursuit of new prospects, we often overlook the goldmine within our current clientele. Take a deep dive into your relationships: Ask if you're leaving business on the table. Ensure your clients are aware of the full range of services you offer. Explore if they're engaged with another company offering identical services. Identify potential risks to your business. Evaluate the possibility of losing their business. Customer retention is as crucial as acquisition. Consider this: date your prospects, marry your clients for life. This approach can lead to: 1. increased profitability 2. reduced stress 3. decreased reliance on constantly searching for new opportunities. Remember that success hinges on delivering fabulous work. Nurture existing connections, and you'll build a foundation for enduring business success. #clientrelationships #BusinessGrowth #CustomerRetention I’m Adrian. Ring my bell for sales success tips, pictures of beautiful places, networking magic, and all things NYC.

Today, I had the privilege of spending lunch with an old friend. We met many years ago at a Starnet Commercial Flooring Annual Meeting when he was in marketing for major manufacturer in the Northeast. I was introduced as a customer, and over the years, we remained mutually invested in one another’s story, both personally and professionally, checking in from time-to-time on social media and getting together when business travels put us in closer proximity. I was glad that he reached out after he met with #Starnet’s Board today in Atlanta. While we have worked together and helped one another network and forge new business opportunities over the years, today was not about that. Our conversation had little to do with business and a whole lot to do with life. From sharing stories of our families to exploring our mutual interests, we finally felt compelled to talk a little shop before we made our way back to my office. This experience was a reminder of the profound impact genuine relationships can have in our professional world. As I coach my team about the importance of #relationship #building, a few themes stood out in reflection of my day: 1. **Embrace #Storytelling**: Always remember, behind every successful business interaction, there's a personal story. Share your experiences and listen to others. This builds a foundation of trust and understanding that goes beyond mere transactions. 2. **Invest in #Mentorship**: If you're just starting out, seek mentorship. If you're experienced, offer it. Mentorship is a powerful tool for learning the art of relationship-building, providing a platform to share insights on nurturing genuine connections. 3. **Value #Authenticity**: In a world of targets and quotas, it's easy to overlook the human element. I encourage you to be authentic. Genuine relationships are about more than just business; they're about mutual support and success. By prioritizing real connections in my professional life, I am more fulfilled at work. I am sure others around me are too. This is what makes work fun; doing business with people we care about and enjoy being around. Business is often very transactional. But when we seek mutual investment in a business relationship, we build an understanding around what drives people, what gives them purpose, and what fuels their ambitions. That can be a vulnerable place to be in. It doesn’t come naturally, and so, it doesn’t happen overnight. It’s a product of showing interest in someone for years at a time and doing so authentically. When we can understand what fuels our colleague’s personal interests, winning together in business is much more fun and overcoming challenges is far less dramatic. All that to say, when you invest in those who want to invest in you, you’ll reap the benefits for years to come. Move beyond the transaction at hand and make a deposit in someone’s story. It can become a building block for a long-term #friendship. #Networking #Commercial #Flooring #Business