Our business relies primarily on word-of-mouth marketing via networking. When you’re seeking strategic partners instead of selling, it’s easy to answer the ubiquitous question “What do you do?” We’re a business technology company. We help staff spend less time shuffling data. We write custom software for Innovators. Pick a ‘Phrase du Jour.’
But when one of those connections leads to a referral to a company who may benefit from our services, I’m often asked “How should I introduce you?” It’s a hard question to answer, because I seek out companies who have problems we can solve. And who wants to be told they have problems?
My best answer so far is this: Our clients typically recover 10% or more of staff time that was wasted on juggling spreadsheets, chasing paperwork, or fighting with software that doesn’t really fit their business. I’d like my contact to suggest that Agile Reasoning may be able to do the same for them.
That’s very specific to us though, so let’s hear some more examples. How do you gently tell a business connection that their web site stinks, their marketing isn’t doing the job, their HR policies leave them exposed to a lawsuit, or make any other outsourcing recommendation where the ‘prospect’ may take offense?
We typically explain that it is more powerful for the referring party to talk about why they think a connection should happen rather than telling about my service.
One technique to delivering bad news is to characterize it as your own failure.
“Hey, I went to your website, and I have got to admit I was pretty lost.”
“Yeah, I worked for a company where we had a similar issue and it grew into a lawsuit.”
“I totally got burned once by my backup system. Sure, I was backing up my files, but I never actually tried to recover one, so you can imagine what happened.”
These are appeals to reason as opposed to questions of competence. But in any case, good luck!
@robbyslaughter
Great question! If you are a customer of the company you’re recommending, it’s easy to explain how they helped you. Then, instead of saying “you need help, too” you could ask if they have any similar issues, or engage them in a conversation about the time, stress, money, etc., that was saved. Then offer to make an introduction.
If this a networking referral, that can be tougher. I use this type of introduction… I know Mack from networking, and we were talking about how he has helped other (CPA firms, for example) with “x” and I thought of you. I don’t know if you have a need, but it would be worth meeting him. I’m guessing most (CPA firms) have similar issues they wrestle with.
on Twitter @CindyHartman
One technique to delivering bad newe is to characterize it as your own failure.
"Hey, I went to your website, and I have got to admit I was pretty lost."
"Yeah, I worked for a company where we had a similar issue and it grew into a lawsuit."
"I totally got burned once by my backup system. Sure, I was backing hp my files, but I never actuall6 tried to recover one, so you can imagine what happened."
These are appeals to reason as opposed to questions of competence. But in any case, good luck!
@robbyslaughter;