It's Not Just What You know, But Where You Look

You've probably heard this saying a thousand times:

"It's not WHAT you know, but WHO you know."

I'm going to add another one to the list:

"It's not what you KNOW, but where you LOOK."

You can find sales opportunities, job openings, referralpartners, and centers' of influence in traditional places likenetworking functions, seminars, volunteering opportunities, andsocial gatherings.

Here's another tactic you can use:

Connect the dots.

What do I mean by connecting the dots? It's building logicalpoints of connection between businesses. In order to survive,companies must rely on the services and expertise of othercompanies.

Every business has relationships like vendors, affiliates,partners, customers, bankers, and many others. All are part ofwhat I call the "intelligence network". All of the members ofthis intelligence network interact with this business withvarying frequency, but are usually privy to informationpotentially beneficial to you.

Let’s run through an example that illustrates the power ofconnecting the dots.

Let’s say you are targeting a business or job opportunity with asoftware company.

Let’s see who's connected with them:

1. Vendor/Reseller Partners - don't you think they might knowthe inside scoop on how the product works? Maybe they needconsulting help or new software developer experts?

2. Web/Internet Strategy and Design Firm - Look to see whodesigned their web application. They are usually connected withmarketing, information technology, and sales. Perhaps they knowsome challenges the company is dealing with. Maybe the VP ofMarketing is looking for a good Internet Marketing strategist?

3. Investment Bankers/Venture Capitalists - This company mightbe in the early stages of growth. Bankers and VC's know justabout everything there is to know concerning the company andwhat their challenges are. Do you think these folks might knowwhen a management shake-up may take place and when they arelooking for good people and new talent?

4. Executive Recruiters - This company may have hired anExecutive Recruiter to bring in new management talent forspecific departments. They might also have some intelligenceabout other areas of the company. Could they refer yourservices or talent to the leader of that other department?

5. Clients - lots of companies list their clients on theirwebsites. Find out who has purchased their products orservices. The client could make a recommendation to the softwarecompany about your special talents and skills. They will trustthe clients' word.

6. Sales training company - they've got to make the sale first,right? Perhaps they've contracted with a sales training companythat's helping their sales force and management increase theirproductivity. Who better to know about open sales jobs?

Use this tactic to uncover the relationships companies developto run their business. Once you've found out who is on theoutside working with your target company, make it a point totalk with these partners or service providers. They holdimportant information that can lead you directly to a new job,or a new client.

Do this - pick a company you want to work with today and developat least six connections. Connect the dots and I'll bet you'lllike the picture.

(c) Copyright 2004.