relationship referrals

side-to-side analysis

Who could tell you who and where to call now?

Ask yourself what happens to make your customers need what you have. What events occur?

Sell insurance? What events create a need to cover risk and who could connect you? Babies being born, buildings or cars purchased. The key is approaching with context. Could a car dealer be an advocate for you? A real-estate broker? An accountant or lawyer?

Again, think context. This is where the big sales players are -- before, after, and side-to-side. They’re wired in everywhere.

Sell a product or service that supports new employees - computers, telephones, software, furniture, retirement plans? Could a recruiting or staffing firm connect you? Could you see who's hiring from your local want ads, from one of the big recruiting websites or by visiting a local job fair?

Consider who sells the products or services sold before your product or service is needed. Who sells the products and services that are needed at the same time? Who sells the products and services after you?

Each of these may not serve your particular sales world, but there’s likely solid business for you in at least one area. Invest some time in creating your side-to-side, before, and after lists. You may be surprised by what you find. It may lead you to a solid pipeline of business. Just be sure your approach with these “third-party influencers” is a prepared approach - prepared to the same degree as you would approach the prospect (see the opening statement tool).

* Complete this with a brainstorming spirit - no criticism – write down everything that comes to mind. You can determine the good, bad and ugly later.

What happens to create a potential need for what I sell?

Who (if anyone) sells the product(s) or service(s) purchased before mine is needed?

Who (if anyone) sells the product(s) or service(s) purchased at the same time mine is needed?

Who (if anyone) sells the product(s) or service(s) purchased after mine is needed?

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