B2B copywriter and marketing consultant Joan Damico has posted before on her experiences with marketing and self-promotion for the Marketing Mix. Today’s story is a terrific illustration of the necessity of following through consistently, even when it seems pointless. Visit Joan’s blog for more tips and insight.
Here’s what happened to me. I was consulting with a company for about a year. My contact left the company within two years. Fortunately he gave me the name of his successor whom I remained in contact with. Then, that person left the company within a year, and I started calling on successor #2. Did I mention successor #2 wasn’t very receptive to me? Needless to say, it made for awkward phone calls–each one feeling like a "cold call" — but I continued keeping in touch for the next two years and then that person left the company. Through regular follow-up, I obtained the name of the next new person, successor #3, and within a month, that person contacted me with a writing project — a major writing project.
Had I stopped calling when my primary contact left the company, I would have missed lucrative opportunities. Change in the corporate world is a constant. Sometimes it works for you and sometimes against you, but the bottom line is this… maintains contact on a regular basis, especially when change is occurring. You’ll be amazed at how much opportunity change can bring. As people move on to other companies, you have opportunity to obtain work from them at their new company plus opportunity to obtain work from the replacement at their former company. Now multiply this times 4 or 5 companies and it’s easy to see how your business could grow exponentially.
Change can be a good thing.