You Catch More Bees With Honey...

Ed Hart, Director, Cal State University Fullerton Center for Family Business

I recently saw a post on LinkedIn where the person was asking the question “How do you avoid calling a prospect to just check in, when you are really wanting to call to see if they have made a decision yet to give you their business?”

Having worked in some sort of business development role my entire life, I have sold pharmaceuticals, point-of-sale hardware and software, payroll systems, professional sports sponsorships and tickets, educational programs, memberships and partnerships, and special events for the Center for Family Business. My sales and business development experience has extended to South America, Europe, Australia, and all over North America. Suffice it to say, I have had more than my share of “just checking in” phone calls, emails, and visits over the last 35 years in my career.

 What I have found to work best for me, and I hope this works for you, as well, is to strive to always add value every time I have some contact with a prospect. Most leaders of companies (i.e., decision makers) know that I am calling or checking in to see if they are ready to join the Center, or commit to an event.  I have found it is much easier to get a response, or a follow up meeting, if I reach out with an article I have recently read, some news about their industry or company that I have come across, or just some tidbit or thought that can be useful to them. 

 I have had the opportunity to teach college students in some capacity since 2005. At some point in every semester, quarter, or guest lecture, I will always emphasize the importance of giving value first. Rather than the old adage “What’s In It For Me” (WIIFM), the philosophy should always be “What’s In It For Them?”  Like you, I receive countless calls, emails, and sometimes even “drop-ins” from people wanting my business. It is really easy for me to weed out the ones with whom I won’t do business, from the ones with whom I eventually will, or possibly will, anyway.  Those that contact me with something of value, rather than with an “ask”, are the ones that get my attention, and keep it.  

 So if you have some key prospects that just won’t seem to pull the trigger, or make a decision, just use the cliché that my Mom taught me: “You catch more bees with honey than with vinegar!”  Make it so that your prospects look forward to hearing from you because you are offering something of value to them, without asking for anything in return. Eventually these prospects just might become your customers. At that point, you need to step up even more. Deliver what you have committed to deliver, on time, on cost, and on quality, but also continue to woo them with additional value ads well beyond the beginning of the customer/supplier relationship. The happiest married couples continue to date one another and court one another long after the wedding. The best customer/supplier relationships always put the other person first. 

 My favorite word in the English language is relationship. One person cannot have a relationship. It always takes multiple people, and effort on both sides.  Treat every relationship as if it all depends on the value you add and not on the value you receive, and I promise you will see growth in sales, more loyal customers, and even more dedicated staff in your organization. 

 As a boss, an owner, a vendor, a co-worker, and even as a customer, when we focus on what we give instead of on what we get, we end up getting much more than we could have ever imagined.  

 Up for a challenge? Try this for 30 days…just give. Don’t take. Don’t ask, just give. Watch how it strengthens every relationship around you. It’s magically not magic at all!

By the way, I just put Snoopy writing on the picture above because, well, Snoopy rocks! And I love to write. It's one of my favorite pictures!