Wednesday, February 25, 2009

Do I know you?

These words appeared alongside a stern looking man in an advertisement in a 1950s business publication:

I don’t know who you are.
I don’t know your company.
I don’t know your company’s product.
I don’t know what your company stands for.
I don’t know your company’s customers.
I don’t know your company’s record.
I don’t know your company’s reputation.
Now — what was it you wanted to sell me?

The moral of the ad was that sales starts before your salesman calls and was promoting advertising in McGraw Hill Magazines. The original can still be seen on their website (

Most business owners and partners in professional firms I meet say they have no problem selling. Their main problem is getting in front of the right person. Building trusted relationships through networking means you can refer your network to their right people and, in turn, be referred to yours.

Becoming an advocate for someone means unreservedly recommending them when you see the right circumstances. When someone is given that sort of word of mouth referral the recipient knows all about their reputation, what they do and why they are there.

Good Networking!
Dave Clarke
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