This post is about the importance of continuing to feed your business so it continues to grow and thrive.
Chip Kelly was the football coach for the University of Oregon Ducks for 4 seasons. He is easily remembered for introducing the fast paced offense that soon became the team’s trademark. During his tenure, Kelly had read “Water the Bamboo,” a book by Greg Bell, a Portland author, speaker and corporate trainer (www.waterthebamboo.com) which highly influenced his work with the Ducks. The team fully embraced Bell’s philosophy, which is a metaphor for patience, persistence and hard work.
What does this metaphor have to do with business development for the built industry? Everything: “The quality of your bamboo will be determined by the quality of your relationships.” Most of the time, consultants and contractors wear themselves out answering requests for proposals. This is still a people business, and people buy from people they like and trust. If you want to grow, nurture your relationships. Get out of the office and reconnect with people. Friends, like plants, require constant attention. Don’t believe that once you’ve grown your network, it will thrive on its own.
Here’s a simple test: Write down the five best champions of your business. When was the last time you thanked them? When was the last time you even called? Effective marketing is not just pumping out proposals. Take care of your vital relationships—they are the roots of your business.
As with giant timber bamboo, it’s common to put time into developing new relationships without any signs of progress or interest. Push your agenda too quickly and you cut off the roots. Be patient and water, and time does the work.
A sales manager of a $200 million design firm religiously called on prospects every month, regardless of their interest. One prospective customer told him, “You know, I need to see you a certain number of times before I’ll do business with you.” The sales manager asked, “How many times is that?” “Maybe you’ll find out,” the potential client answered.
That’s a great story about what it takes to earn trust. Most of us are suspicious of marketing in any form, especially when it’s sporadic and unfocused. Think about what it says about your character, persistence and trustworthiness if you faithfully call on a prospect every month for a year, or even two years? What if you coupled that with a keen interest in that prospect’s business, taking the time to research the situation? After awhile you look less like a self-serving salesperson and more like a potential long-term partner.
“Practice makes permanent.”
The more you work on sales and building your network, the more successful you will become, guaranteed. There’s no seminar or book that will give you the answers. It’s not about being a super salesperson. It’s also not about simply going through the motions of meeting with people.
Bell talks about the importance of “deliberate practice.” He studied the NFL’s Adam Vinatieri, the first kicker to play in five Super Bowls and win four. He practiced so seriously that he videotaped every single kick. He piped in the loudest crowd noise you would find in any stadium. He put himself in such severe practice conditions that he was ready for any game kick he faced. That’s dedication to a program.
Do you want to be a better listener? Practice effective listening all the time. Do you want to be a more persuasive presenter at competitive interviews? Don’t wait until the day before to practice. Commit to repeatedly rehearsing what you will say and how you will say it. Bill Gates, Mozart and Michael Jordan all “watered their bamboo.” If you want to be a better marketer, there are no shortcuts to success. Put in the time, starting today.
“Don’t water alone.”
Let’s be honest: the main reason that people don’t put the time into sales or marketing is because they would rather have a root canal. There are a handful of people who actually relish it, but most professionals harbor some resentment that the work won’t come in the door if they simply deliver solid construction documents or a completed punch list. They also know that business development is necessary for success, if not survival.
The good news is that you have plenty of company with like-minded people. Don’t make networking and sales calls a solitary task if you don’t savor it: Bring along a colleague or join a group. Find a way to make it more engaging and rewarding. Bell created “bamboo circles” of people who realized that they couldn’t successfully overcome natural resistance to the hard work required without the support and encouragement of others.
Challenge yourself to contact directly five people whom you’ve done business with in the past or had on your list of folks to contact for the first time. Don’t be afraid to make that cold call or remind a former client of your current product or service. If you manage sales people, ask them make the contacts this week. “Your business will grow only as a result of the care, feeding and attention you give it.”
Kathleen