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Access to buyers

What you know vs. who you know

You’ve heard the adage, "It's not what you know, but who you know." That reflected the relationship-centric nature of doing business in a Seller’s market. Now that you’ll face a Buyer’s market for the remainder of your career, it’s past time to upend that longstanding belief. Today it's, "It's not what you know. It's not who you know. It's what knowledge people associate you with."

Match your ideas to the audience

Last week we suggested ways to match your creativity with the times. The third leg of the positioning and alignment trilogy is making sure your ideas are delivered to different audiences with the correct perspective. To each person, we are what we talk about or write about. Here's how to match them properly.

Match your ideas to the times

Last week I urged you to become a generator of valuable ideas as a way to earn greater access to clients and prospects. All ideas, however, are not created equal. So, which of your great ideas are most likely welcome now?

The “Idea Drug”

Our goal should be to get our most important clients and prospects addicted to our ideas. Every day, each of us competes for the scarce professional time and attention of our internal and external clients and prospects. Here's what we know about this competition, and what we can do to win at it.

Not-To-Do #13: Do-it-yourself, or work alone

When it comes to getting, keeping, and growing large accounts, the day of the lone-wolf rainmaker has passed, never to return. That worked during the 25-year law boom because everybody was buying legal services. In the buyer's market that will be with you for the rest of your career, you need to ferret out, investigate, and validate potential opportunity continuously. You need more hands on the oars, just to defend and sustain what you already have.