Some people seem untouchable. They have the potential to be good clients, yet the gatekeepers do an excellent job of steering others away. If you feel they are worth the time and effort to cultivate, there are ways of getting in front of them. Here’s the caveat: It’s social first, business later.
The concept is to attend galas and other events for nonprofits, where your target firm is a major sponsor or event honoree. You won’t be the first.
In the movie “Wall Street: Money Never Sleeps” (2010) Jake Moore (Shia LaBeouf) attends a $ 10,000 head fundraising dinner and brings Gordon Gekko (Michael Douglas) along to “run into” another guest.
There’s an urban legend one of the reasons London won the competition for the 2012 Olympics was knowing the hotels in competing cities where the Olympic committee would be staying. They sent some of their committee people to sit in the bar and “happen” to run into the Olympic committee members they met earlier. Purely socially, of course.
Here’s the strategy
You and your firm have several ways of putting the plan into action. Money is being spent, yet firms and offices often have funds built into their budgets for charitable contributions and community support.
1. The big committee: There’s a major project in town. Government, private industry and non-profits are involved. Several meetings. Photo opportunities mean the top people are there. Your firm’s top person joins the committee. They meet the higher ups they want to cultivate. The initial connection is made.
2. The charity sponsorship. The hospital or museum is having a major gala. There are sponsorship opportunities. Your firm comes on board as a sponsor. There are private cocktail receptions beforehand. Your target firm is the lead sponsor. Your firm’s person and their firm’s head meet at this much smaller event, often in the home of the lead sponsor.
3. The expensive event ticket. You know your potential prospect firm is involved with a cultural organization. They have a gala scheduled with tiered ticket prices. What does more money get you? Often it’s access. You buy a higher priced ticket because there is a pre-party reception on premises the night of the event. You approach the person you want to meet and thank them for their generosity. Who is offended by a compliment?
4. The basic event ticket. You are involved with the nonprofit yourself. You have been a volunteer for years. You know the staff. They like you. You buy an event ticket, letting your friends on staff know you would really like to meet a certain person. There’s lots they can do. They can walk you over during the cocktail reception and introduce you. They can seat you at a nearby table.
Think about what you have accomplished. You have your foot on the first rung of the ladder. You have met someone that is out of reach otherwise. They know your name. You have a reason to send a handwritten note afterwards. There will be pictures in the newspaper. You can cut out the page and send it to them with a polite note on your office letterhead. Where you take this situation next is up to you.
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