It's Not Just What You know, But Where You Look
Author: Frank Traditi

You've probably heard this saying a thousand times:

"It's not WHAT you know, but WHO you know."

I'm going to add another one to the list:

"It's not what you KNOW, but where you LOOK."

You can find sales opportunities, job openings, referral partners, and centers' of influence in traditional places like networking functions, seminars, volunteering opportunities, and social gatherings.

Here's another tactic you can use:

Connect the dots.

What do I mean by connecting the dots? It's building logical points of connection between businesses. In order to survive, companies must rely on the services and expertise of other companies.

Every business has relationships like vendors, affiliates, partners, customers, bankers, and many others. All are part of what I call the "intelligence network". All of the members of this intelligence network interact with this business with varying frequency, but are usually privy to information potentially beneficial to you.

Let’s run through an example that illustrates the power of connecting the dots.

Let’s say you are targeting a business or job opportunity with a software company.

Let’s see who's connected with them:

1. Vendor/Reseller Partners - don't you think they might know the inside scoop on how the product works? Maybe they need consulting help or new software developer experts?

2. Web/Internet Strategy and Design Firm - Look to see who designed their web application. They are usually connected with marketing, information technology, and sales. Perhaps they know some challenges the company is dealing with. Maybe the VP of Marketing is looking for a good Internet Marketing strategist?

3. Investment Bankers/Venture Capitalists - This company might be in the early stages of growth. Bankers and VC's know just about everything there is to know concerning the company and what their challenges are. Do you think these folks might know when a management shake-up may take place and when they are looking for good people and new talent?

4. Executive Recruiters - This company may have hired an Executive Recruiter to bring in new management talent for specific departments. They might also have some intelligence about other areas of the company. Could they refer your services or talent to the leader of that other department?

5. Clients - lots of companies list their clients on their websites. Find out who has purchased their products or services. The client could make a recommendation to the software company about your special talents and skills. They will trust the clients' word.

6. Sales training company - they've got to make the sale first, right? Perhaps they've contracted with a sales training company that's helping their sales force and management increase their productivity. Who better to know about open sales jobs?

Use this tactic to uncover the relationships companies develop to run their business. Once you've found out who is on the outside working with your target company, make it a point to talk with these partners or service providers. They hold important information that can lead you directly to a new job, or a new client.

Do this - pick a company you want to work with today and develop at least six connections. Connect the dots and I'll bet you'll like the picture.

(c) Copyright 2004.






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Frank Traditi is principal of a coaching firm specializing in personal marketing, career management, professional speaking, and executive coaching. He is the co-author of "Get Hired NOW!" and author of "The Insider's Guide to Getting a New Job." Frank is also a licensed facilitator of sales and marketing program, "Get Clients NOW!" He is a graduate of CoachTrainer, and Teleclass Leader Training Program. He can be reached at 303-471-8733, frank@coachfrank.com , or www.coachfrank.com

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