Marketing

Today I received a purchase order from a new client. I received a purchase order because one of my colleagues had quoted a project and provided a proposal that met this new client’s needs and expectations.

The reason we were able to write the proposal, was that I had built a relationship with a decision maker, a millennial professional, in this generational business .

The reason I was able to build a relationship, all by phone and email, was because I’d had some conversations about his business, his markets, and his emerging needs.

The reason I was able to have some conversations is that I had posted a relevant Blog article through Glass Magazine to my LinkedIn social media feed. This Blog article on Delegated Design and Experience vs Inexperience, struck a chord with him and he sent me a well-thought response about his pain points, needs, observations. It resonated with him. It spoke to almost his exact experience.

When he sent me the message I replied instantly; within the hour. I used my mobile phone, while working remotely in Florida, to respond in writing to him, and then to call him. We arranged further discussion by phone prior to a strategic board meeting he had. He wanted to communicate the prospects of working together to his board and the “why” behind it; the value proposition; the idea prompted by he Blog. I couldn’t have posted the Blog, without this particular venue and platform being provided by Glass Magazine.

This is an example of marketing today. In telling a story. In making a real connection with someone. In provided relevant content and value. In giving more than is received. The purchase order was just the manifestation, the end result, of the process. It was as a result of the trust, knowledge, and good will built during the process.

I wasn’t interested in “the sale.” I was interested in the relationship.

This is one face of marketing. It is an example of inbound marketing; content marketing. It’s not what I do, it’s part of who I am. It’s the same for you, if you will allow it.

Sometimes it Seems Random

It was 7 or 8 years ago. I was cranking out decent miles on a trail run. I heard his footsteps approaching while leaning into a hill. He was stride for stride but not passing. I sensed this might be an unusual experience for him, but I didn’t like to get passed on my runs; stupid I know, but it’s a part of me; a throwback to my competitive running days. He finally pulled up next to me and we started to talk. (It’s a “runner thing.”) He had relocated here from Arizona. His wife’s family lived in town and she wanted to be closer to them while raising their kids. He took up running as an adult. He did triathlon’s as well. We cruised through 7:30 miles for the rest of the run and had some fun getting to know each other. We talked throughout. He was in fund-raising, business development, lead generation. I was in the business of engineering and construction. I sensed some connection between us.

Fast forward to present; just a few days ago in fact. My fatigue and the cold air led me to the local Starbucks this particular morning. And there HE was at the front of the line. The same guy. He reached out and said, “Hey do you have time for a visit?” I said, “Yeah for as long as it takes to get my drink.” (I was in a rush.) He rolled his eyes, pulled me to the front of the line, and said “Tell me what you want to drink.” Obviously he meant business. He wanted to talk.

Let’s rewind; two weeks ago.

He had emailed me via LinkedIn asking if I’d ever thought about employing a business development professional to advocate our business, open doors, and build relationships (yes, of course.) I’d asked him why, and questioned if he was still in his present job. He informed me that he was. He was looking to the future and to more possibilities.

Rewind again, this time to a month or two ago. We “randomly” cross paths (again.) This time it was just outside the trail entrance on the road. He was running and I was finishing a power walk. He’d recently started training again. I jumped in with him for a bit. It was totally spontaneous. He talked about his most recent position as a business developer for a General Contracting firm. I knew where he was working through our LinkedIn connection, and through his messaging from time to time. He mentioned how he’d helped to increase the GC’s bid opportunities from $2.5M to $12M.

I’d lost track of him before this, between the initial run on the trail and now, except for an occasional encounter at the grocery store, on social media, or around town at random. Now our paths seemed to be continuing to cross. I know more about his background because every time he changed jobs, he let me know. Every time he changed he got closer and closer to what I do; the business of engineering, design and construction. He’d been in fund-raising for a non-profit,¬† development for a college engineering department, and one prior construction company gig; business development, people stuff, talking, finding a fit, opening doors, designing connectivity; this is what he loves. It’s who he is. It’s a lot of who I am as well, but CEO duties in a growing organization make it harder and harder to build 1-1 relationships myself unless they are very specific and have high potential in scaled opportunities.

My quick encounter at Starbucks turned out to be a 20 minute conversation while I finished my mocha and he drank his coffee. He talked about his goals. We discussed my business. We talked about roles, philosophies, his and my approach to client and business development. Back and forth, back and forth.

I find it more than “random” that I bumped into him at Starbucks. I find it more than random that our paths have gently crossed over the years. I find it not random. People encounters are unique. They aren’t always planned and aren’t typically scripted. It’s important to take notice when recurring themes and people continue to present themselves. This got my attention. I wasn’t looking for it. I didn’t plan it. I was just going about my daily business. There’s a message for me in this perhaps, regardless of what it is or what I do with it.

We never know what relationship or interaction may turn out to be something of significance. Something that changes the way we think; the way we view life; how we interact. I am not sure yet what will happen from this. I’m still reflecting.

Sometimes strategy is planned and initiative. Sometimes is spontaneous and reactive; “opportunistic.” It’s important to watch, to listen, to stop for a moment, to reflect on what might really be happening; to decide what we want to do with it.

Hong Kong, Ohio, Twitter 

Noah lives in Hong Kong. I live in Ohio. Noah is an architect. I am an engineer. Noah graduated from Kent State. I graduated from the University of Akron. Noah Works in Professional Services. I work in Professional Services. Noah is a facade professional. I’m a facade professional. Noah and I met on Twitter a couple of years ago. This week we had lunch together. 

A digital connection formed a relationship across continents and time zones. Both of us enjoy each other’s Twitter feeds. We’ve communicated by direct message but never met face-to-face. Noah was traveling to the United States and was going to be in town so he asked me if we could do lunch. Of course I said yes. Meeting him face-to-face was fantastic. I would have never known him, met him or been aware of him had it not been for the connection over social media. We enjoyed lunch and sharing experiences common to the industry. He’s on his way back to Hong Kong and I’m still in Ohio, but our bond is stronger. I look forward to more interactions digitally, and face to face in the future. This is one of the values of social media.