Breaking Into The Good Ol’ Boy Network
Jeb advises what to do when you are blocked by a Good ol’ Boy network.
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Breaking Into The Good Ol’ Boy Network
What do you do when you have a product or service to sell but in your industry, market, or state there is a Good ol’ Boy network that protects its inner circle and blocks you at every turn?
We received this message from Jeffrey:
Please HELP! I’m trying to negotiate leases in my state for wind developers. I’ve contacted everyone, but there seems to be an “inner circle” and I’m getting nowhere.
Jeffrey, there is no doubt this is a tough spot. You have a service to market and there is a Good ol’ Boy network keeping you on the outside. It’s not fair. It sucks. But the fact is, there is a massive roadblock in your way and crying and complaining about it won’t change anything.
The Brutal Reality
No matter the company, industry, government entity, or group, there will always be a Good ol’ Boy network that controls who has access and who does not. To think otherwise is to live in fantasy land.
So what’s the secret? It’s simple. If you want to sell your product or service in a market that is protected by a Good o’l Boy network, you have to first get inside the network.
Now you’re probably thinking, “No Duh! Thanks for the useful advice. If I could get in I wouldn’t have taken time to ask this question in the first place. What kind of a Sales Guy are you anyway?”
Actually that is a reasonable response. There is nothing more frustrating than being on the outside of a Good ol’ Boy network looking in. You feel helpless and weak. It makes you mad. And, if taking your frustration out on the messenger makes you feel better – that’s ok with me.
But before you stomp off in frustration, answer this question: How did the boys on the inside of the network get there in the first place? I guarantee one thing, it was not by osmosis.
At one time or another almost all of the boys on the inside of the network were on the outside looking in – just like you. They were frustrated, thought it wasn’t fair, and were stuck. But instead of complaining about it they took action. They took initiative to build relationships. They joined trade associations, did favors, went to lunches and dinners, and found ways to get introduced to the “inner circle.” And most importantly, instead of constantly focusing on what they wanted, their focus was on solving problems and adding value. They became driven to find ways to help the people in the inner circle succeed. And little by little, they chipped away at the wall, broke down barriers, opened doors, and developed relationships. Until one day, they were on the inside looking out.
Sales Guy’s Quick and Dirty Tips for Getting Inside the Good o’l Boy Network
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Know Who’s Who: within any network there are key influencers who will impact how quickly you are accepted. The first step to getting on the inside is discovering who these people are. You will then need to see who, in your network of friends and acquaintances, can give you an introduction – think six degrees of separation.
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Never Eat Alone: you must actively work to build relationships and your reputation. Just like in anything you do in sales, activity is everything. Who can you take to lunch or dinner? What conferences can you attend? What events can you volunteer for? Consider giving a presentation at your next Trade Association conference or Rotary meeting. Write articles for your trade publications. Or even sponsor a charity event. The name of the game is to become known and to open up as many opportunities as possible to build relationships with people in the inner circle. This takes hard work, a commitment of time and energy, and drive to take every opportunity to connect with others.
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Value First: the problem most people have is that they are almost always thinking about what they want rather than the wants and needs of other people. This is the very reason so many people fail when faced with a Good o’l Boy network. Instead of seeking ways to add value to the lives of the people in the network first, they ask for, talk about, and focus on what they want. And the door is slammed in their face every time. The secret to getting on the inside is to get people to like. This will only happen when you adopt a value first attitude. Stop talking about yourself and your product. Ask questions. Listen. Uncover the problems of others. Then get creative and solve these problems – even if it has no direct connection to your product or service. What you will find, is people are extremely loyal to people who solve problems and the more value you give, the more others will want to give back to you. And it is this reciprocity that will eventually open the door and invite you in.
This is Jeb Blount, the Sales Guy. Thank you for listening. Word of mouth is how we grow.
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