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Today we will discuss Strategic Partners.
Strategic Partners - are people who meet your client before they know they are your client. Your refer back and forth. This is why it is very important to know what creates your customer. They are the people who meet your customer before you meet your client.
Let's think about this for a moment. If you are an insurance sales person who sells insurance for homes, boats, autos etc. Your strategic partners would be the people who sell those items. Why you ask? Have you ever met someone who was elated over the premiums they pay for their toys? I think not. Most people are looking to save money. So if someone buys a new four wheeler and your strategic partner is the sales person and you have put together a brochure or special card for them to give to their customer - they prepare the customer for your call for a no obligation quote - what are the odds you would get a call or they would receive your call? If your strategic partner asked would you mind if I gave your name and number only to (your name) to see if they could save you money on insuring the item - do you think they would listen to you?
Strategic partnering is the most effective way to build your business without working harder. Imagine now - what could you do to assist you strategic partner? If you did a policy review with your clients and asked if they were planning on making a purchase within the next few months for (what your strategic partner is selling) do you think the referrals back and forth would benefit both parties? So why do we perceive this as such a daunting task if it is simply building the relationship?
It all goes back to taking action.
How does one build strategic partnerships? You develop a plan, know who your strategic partners are and then start meeting with them. One per week until you have optimum number of strategic partners. You will meet with your strategic partners once per month over lunch or an after hours. Whatever works for both of you. Will every person you meet become a strategic partner - probably not. Building the core of 10 solid partners and meeting two per week is very manageable with the payoff as large at it is.
Remember the conversation we had about knowing what creates your customer. Strategic partners know your customer before they realize they are your customer. Think about this for a moment.
Relationship selling and business development have always been key and yet - the two are never thought about in the same manner. We think about building the relationship with the potential client but somehow never carry it to the next level of our strategic partners.
When working with strategic partners you need to set guidelines on how you will work together. Rules of the road - rules should include how your strategic partner works with your client and how you work with theirs. Mutual understanding and guidelines are key in a long profitable working relationship.
Do not assume each will handle the way you handle your clients. Discuss and lay out the guidelines - write them down. This becomes the roadmap to smooth transitional sales for each of you.
Understanding the principles of strategic partnering - take your list from previous of what creates your customer. Now make a list of people you know or meet and start developing your strategic partners.
