Reaching Out When it Comes to Outreach

It’s almost as dreaded for some as selling over the phone…showing up to businesses you have never been armed with pens and brochures.  You run in, tell the business all about YOU and then leave, only to repeat the process to 10 more companies.  But what is it we’re trying to accomplish when completing outreach marketing and why do we so seldom see it pay off? 

There’s a great book by Dale Carnegie (written nearly 100 years ago) called “How to Win Friends and Influence People”.  The premise of the book is as simple as its title; being likeable, praising others and getting people to produce YOUR desired result by putting THEM first.  Carnegie believed just by asking others questions about themselves and showing genuine interest had the power to open limitless opportunities both professional and personally.

The next time you head into the local chiropractor’s office, the nearby Gold’s Gym or the government contractor you’ve been trying to break into, try these examples and see if it doesn’t help you build a lasting relationship and help put your community at the top of their “preferred” list:

• Hi, how are you today?  I work at Northgate Apartments and I was curious if you have any information we can include in the move-in packets for our future residents?  People are always coming into our office asking where the best chiropractor is, and I would love to be able to pass along your information to them.
• Good afternoon, I work at Crofton Village Apartments.  We do not have a fitness center, and our residents always want to know where the best place to work out is.  Do you have any literature we can pass along to our residents as your gym is the nicest around?
• Hello there, I work just down the street at Mission Place Apartments and we have so many residents that are always asking where a great veterinarian is.  Would you have any information available that we can include for all current and new residents?  We’ve read your reviews on Yelp and this is where we know our resident would trust to bring their pets. 

While the dialogue would go on much further and more questions would need to be asked by you to show an interest in them, notice how each time, the question is how we can help get their name out to our residents and not the other way around.  This is where relationships, the lasting ones at least, are formed.

Remember how good it made you feel the last time someone asked how your vacation was, or told you how you were the best at something?  Please keep this in mind the next time you are out completing outreach.  And it certainly won’t hurt to bring some bagels or a fruit basket to hand out because after all, food is the way to anyone’s heart.

-Team Nigeria (Derek's team)