You've heard the saying:  It's not what you know, it's who you know. Someone might have told you this when you were looking for a job or trying to get promoted. Well, let me tell you how true that saying is if you're a coach or course creator!

My number one client for the last 10+ years came from a personal connection. In my Jump Start Your B2B Mini-Course, I share the story of how a volunteer assignment for a not-for-profit agency led to one single client who pays me six-figures annually. The secret to growing that relationship was patiently building strong connections with a number of people in the client's organization.

If you're trying to figure out how to sell to corporate clients, understand that you'll likely work with more than one decision maker. In fact, you'll work with many.  A 2022 study by Forrestor Consulting found that sellers like us must manage multiple stakeholders within an organization.  76% of the study's participants reported that their CFO's or Finance teams would be involved in purchasing decisions. The research also showed that other purchasers involved in a decision include Senior Management (72%), Internal Influencers (56%), Budget Holders (55%), and Users/Participants (50%).  In fact, if you think you'll just be working with purchasing and procurement teams, know that they are only included by 37% of survey respondents. 

What does this tell you?

It tells me that in business-to-business marketing, we need to connect with our ideal purchasers. That might be human resources professionals, clinical educators, safety managers, or other individuals responsible for the information we have to share. We also need to be prepared to meet with other decision makers such as company executives, not-for-profit leaders, financial professionals, and even some of the individuals we'll serve through our coaching and training services.  Each person involved in the process will have different needs, priorities, and motivators.

Often, you'll enter a business relationship because you are connected with someone other than the ultimate decision maker. Such was the case with my #1 client. I happened to meet one of their regional managers who referred me to the right people in his organization.  Then, I spent several months meeting with a variety of people to get to know their culture and how I could best serve them.  They, like many of my clients have said they work with me because "I get them." 

I'm grateful for relationships like that. They care about my business and much as I care about theirs. It started because I took the time to get to know them, to appreciate what is important to them, and to serve them as if I was part of their team. 

You can do the same thing.  How can you use your personal connections to get your foot in the door? Once you're there, spend time talking to people, learning about the organization, celebrating their successes, and providing solutions to their problems.  The long-term payoff will be fabulous!