The Wall Street Journal (May 24, 2010) ran an interesting article titled: Why CIOs Are Last Among Equals. It identified six skills that many of them lack: leadership, strategic thinking, synthesis skills, communication skills, influence skills and relationship skills. And while the article focused on CIOs, it could just as easily have focused on other technical (or clinical) professions – including small business owners.
As a small business owner, you will be working with, selling to, and providing services to other executives if you are in the business-to-business marketplace. And it may come as a surprise, but when selling to executives, you are not just selling your product or service, you are selling you – you are selling a peer relations. Unless you have a peer relationship you are leaving money on the table. And unless you are one of those rare individuals who is not in business to make money, support your family and your life style, you are coming up short.
People like to do business with people they know and like. No surprise here – unless of course you believe that it’s not about you it’s all about your product or service. Well it just isn’t so. It is about you and it is about your peer-level relationships. Too often we hear this referred to as the “ole boys network” or “politics as usual”. This is false thinking. How many of you (male or female – doesn’t matter) who have a successful and growing business believe that your success is due to the “ole boys network” or “politics as usual”: likely not many of you. What you are likely to describe is taking the time to develop a real relationship, taking the time to get to know your customer, finding a way to provide something they value. Your competition may describe it using the quotes above.
And how did you do this? You did it by acquiring and applying the skills that demonstrate you deserve a seat at the table. In Thursday’s Quick Tips, we will provide ideas and thoughts on how to not only get to the table, but enjoy the experience.
Copyright 2010 Kubica and LaForest
