“When faced with a challenge, look for a way, not a way out.”
The COVID-19 fright has found many of us in unfamiliar territory as we search for the proper balance between staying circumspect about our health (and the health of others) while continuing to service clients, prospects and referral sources.
Despite the host of meetings, networking events, and conferences that have been postponed or altogether cancelled, savvy professionals are getting creative in the ways they stay in contact with members of their network. It has been said, “When faced with a challenge, look for a way, not a way out.” Here are some ideas for staying proactive with those who impact your business the most.
1. “Check in” via emails and calls
Comb through your Outlook and LinkedIn contacts and make a list of 15-20 professionals who impact your business the most. Via email and/or phone, reach out to let these contacts know you are thinking about them. Your outreach is not only be received as a thoughtful gesture, but it will keep you top-of-mind among your best contacts. Your objective during these interactions is to stay top-of-mind—not to educate or sell.
While connecting, take the opportunity to listen and to be a voice of reason and stability—providing someone peace of mind during uncertain times can do wonders for how others perceive you.
2. Increase your activity on social media, especially LinkedIn.
Regardless of your usual activity on social media, there is no time like the present to up your game. Whether you post updates yourself or comment on others’ posts, increasing your social media activity will keep you at the forefront of your network. Consider tracking your LinkedIn progress through its analytics tool. Who is viewing your profile? What topics get the most views? What are you learning about others in your network?
3. Consider joining and/or increasing your participation in an online group or a listserv
Your participation within the controlled environment of an online group (e.g., LinkedIn Groups) or an industry listserv allows you to further demonstrate your expertise and insight within a particular topic or industry. Remember, reporters regularly monitor these groups as a way to identify experts whom they can use in articles as subject matter experts.
4. Focus on relationship brokering
Seek out opportunities to make introductions between professionals in your network who may benefit from knowing each other. Your introduction should provide enough background and context about each of the individuals that both recognize the benefit and value of the introduction.
5. Revise your firm website biography and your LinkedIn profile
Profile descriptions should focus on the type of work you want more of, not necessarily what currently pays the bills. Without giving up confidential client information, include a bulleted list of eight-to-twelve representative matters that demonstrate to prospects and reminds clients your ability to handle their matters. Expecting others to “trust” you can handle their matter prolongs the engagement process.
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Jonathan R. Fitzgarrald, Managing Partner of Equinox Strategy Partners, is a leading expert in advising service firms and professionals on strategies for increasing revenue and market visibility.
