Somewhere in your office you probably have a stack of business cards from people you met at conference or trade show or similar event. There’s a pile of possible prospects, some of whom you actually followed up with and the little stack of cards from competitors. The cards from people you don’t even remember collecting and the one from that guy whom you politely listened to while thinking. “I bet I can get that off-balance table at Sal’s Pizzeria to stop rocking if I fold this business card twice and slip it under a leg.”
Each of those cards represents something special: a relationship. As consultants, relationships are our manna. They are the sustenance of our business. You can trace every client you’ve signed in the past year back to the relationship you built with them, either actively (you reached out to them) or reactively (they reached out to you).
But I’m talking about something larger than that. No matter our occupation – consultant, client, clown, whatever – relationships are the currency of our lives. They are the true measure of our wealth. Social mores and cultural pressure aside, money is a poor indicator of how well-off we are. We know from watching that mean, grouchy Mr. Potter in It’s a Wonderful Life that financial success doesn’t bring happiness (though a consistent lack of financial gain often ushers in misery).
Does a calendar filled with leisure time suggest we’ve “made it?” Not likely. Countless hours wasted on games of solitaire can hardly sing testimony to a rich life. Lives lived in a vacuum are meaningless. Years spent with a tiny, inner-circle leave little imprint. In contrast, when our lives are intertwined with others, creating value for those in our large web of relationships, we create lasting, positive impact on the world around us. In return, we enjoy commensurate growth in the accounts that matter most.
“It’s not what you know, it’s who you know.” I bet the last time you heard or uttered that phrase it carried an undertone of distaste. The unsaid message is that you should win the contract, the business, or the job based on your knowledge, or your approach or your experience, expertise and skill. For goodness sakes, isn’t the “best” candidate supposed to win? Shouldn’t the rewards go to the candidate who can produce the best results? Don’t we want, ideally, to live in a meritocracy?
I’ve got news for you: we do live in a meritocracy, you just may not like the definition of merit. When you realize that relationships are the ultimate measure of success and wealth, you understand that the candidate who knows the right people is the one most deserving of the job, the contract, the promotion or whatever else is up for grabs.
So, what does this mean for you and your day-to-day activities as a consultant?
- It means it’s okay to call people on your list just to say “Hello” even though you don’t have any value to offer. Nurturing the relationship is inherently valuable.
- It means you don’t throw away any of the business cards in the stack on your desk. Fold up one of your own to stop Sal’s table from rocking. You never know who will eventually connect you to business and you never know who might connect you to something even more important than business.
- It means it’s more than okay to ask your current contact for referrals and to reach out to new people. Your network of relationships is accretive and every new relationship is a positive addition.
- It means you reach out to everyone in your network in a least some way – even just a “Hello” email – a least once a year.
- And it means you leave work early today so that you can strengthen your connection with your closest family and friends
Sure, you can devote a few more hours to perfecting your approach or your offering. But if you redirect that same time into developing some new friendships you’ll find yourself to be a more successful consultant, and a wealthier person in the truest sense.
Text and images are © 2023 David A. Fields, all rights reserved.