6 ways to connect with a business owner you don't know
You understand your ideal prospect is everyone else’s ideal prospect. How can you get in front of them or at least on their radar?
You are prospecting businesses. Thanks to research beforehand, you have the name of the business owner or local manager. What next?
You understand your ideal prospect is everyone else’s ideal prospect. How can you get in front of them or at least on their radar? It starts with online research. Hopefully they are on LinkedIn.
1. The LinkedIn approach. Since the business owner is local, they are likely a second level connection for you. See who you know in common. Ideally there are several names.
Strategy: Call each shared connection directly. Ask how well they know this other person. Can they help you get in front of them? Assuming they won’t, ask how they can advise you. It might be “She always has lunch at (restaurant) or “He takes the 6:15 PM train. That’s how I know him.” You can be in the right place at the right time.
2. The Chamber of Commerce connection. The company belongs to the Chamber. Let’s remember the Chamber exists for making business connections. Lean on the Chamber membership.
Strategy: Call or send an email highlighting the Chamber connection. I say “As a Chamber member, I’m reaching out to you as a fellow Chamber member…”
3. Fundraising. This is effective, but it’s a longer term strategy. You are connected with a local nonprofit. Periodically they raise money. Business owners are ideal prospects.
Strategy: With the organization’s permission, approach the business owner as a prospect for the charity. Someone on their board likely knows them and can help. Sit down, ask for a contribution. Thank them in writing afterwards. Attend the event, get to know them better. Identify interests in common.
4. Become their client. OK, it won’t work if they do funerals. If it’s a restaurant or store, start going there and spending money. Get to know the owner. If you had a good experience, review the business through an online site.
Strategy: Now you are an important person to their business. You should be able to meet the owner and get permission to talk business.
5. Golf. A fellow I learned about included golf as part of his strategy to build his agency. He joined the best local club. A few times a week he would invite his accountant to play, bringing along two clients. He did the same with fellow Chamber members. “Bring a business owner” was the criteria. He bought lunch afterwards. Over lunch he would say: “Can I call next week and setup an appointment? I have some ideas I would like to share. I think I can save you money.” It’s tough to say no after you’ve been treated to golf at the best course and lunch.
Strategy: Do what he did.
6. Contact them directly. It’s worth a shot. You can call outside business hours, assuming they arrive early and work late. You can try calling their business on weekends or (reasonable) times they would be closed, but the owner might stick around. Personally, I don’t think people who built their own business will ignore a ringing phone if no one else is around to answer it.
Strategy: Try calling at the time there wouldn’t be screeners present. You might get lucky.
Once you have identified the ideal business owning prospects, it shouldn’t be that tough to get in front of them. But it may take time.
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