Transcript Transcript: Hi there, it's Peter Winick. I'm the founder and CEO at Thought Leadership…
Where does business come from for you?
Hi there! It’s Peter Winick. I’m the founder and CEO at Thought Leadership Leverage. And today, I wanted to put out some thoughts for you to think about and that’s this: where does business come from for you? Pretty basic question. However, when I ask that to clients and prospects in conversations that I have with them, I get sometimes a blank stare. Sometimes, they scratch their head as if it’s not something they’ve particularly given a lot of thought to. And I think it’s important to do that.
And what I would suggest is that you have a strategy and then supporting tactics for three different ways to attract business. Number one, what I would call inbound. So, inbound means someone reaches in to you. Why do they do that? They’re responding to an article you wrote, a video you posted, a podcast you’ve been on. The the range is pretty limitless. But the focus is that you’re putting stuff out into the universe that is speaking to the folks, that you can serve the most. And then it’s their job to make the move, if you will, when the time is right for them. Great.
Second is outbound. Outbound is, think of it as campaign driven. You’re making the first move. You’re reaching out to someone that has this problem that you’ve worked with. People like them before that you can make a strong case as to why you can be helpful to them. And you have the evidence to support that. Right. Classic marketing.
And then the third, and this one is really I think the easiest one for a lot of folks to embrace early on is developing a pretty thoughtful referral network. So, when you think about who you serve, put them at the middle and say who else works with them. Who else serves them in ways that don’t compete with what you do. Right. And then, you nurture those relationships, and you cross-refer with trusted partners
So again, I would be thinking about how business comes to you from an inbound basis, from an outbound basis, and from a referral basis.
Love to hear your thoughts.