subject: Hooray for the Champions [print this page] As small business owners keeping the pipeline full is an ongoing priority. It's taken my business partner and me years to navigate the "how to's" of working with large companies and government departments. Our firm has obtained certification with programs like the Women Business Enterprise National Council (WBENC), Encouraging Diversity Growth & Equity (EDGE), and Disadvantaged Business Enterprise (DBE).
These programs give us certain business and marketing advantages. Each of the accreditations involved a long process for approval and while they haven't yet opened a lot of doors for us, they do give us a "license to hunt." In our experience, having these acronyms behind our name doesn't cause new prospects to seek us out, but it does provide a bonus to those with whom we do business.
The most effective strategy in helping us get new business has been having "champions," or people other than the decision maker who know, like and trust us. Champions are wonderful at opening doors and turning cold leads into warm ones.
You can meet champions all sorts of ways, such as at networking events, at association meetings or though existing relationships with current clients or long-time vendors. If someone is happy with your work or thinks well of you, it's easy for them to recommend you to those they meet seeking your product or service. It doesn't matter exactly what their job is, if they like you they will pass your name along.
As colleagues you work with change jobs and companies, stay in touch. Often these folks become important sources of new clients. If you're cold-calling, get in the good graces of gatekeepers. The idea is this: have someone else do the selling. Messages delivered through third parties are always more credible and believable. If you've never thought about who the champions for your business are, sit down and make a list. Find and nurture your champions and your business will truly thrive.
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