In the age of social media one would think that it would be easy to reach out and develop new business. Simply buy qualified lists, blast the perfect message and presto . . . you’ve got new business. Well . . . maybe not. The cold-call approach has always been a peculiar tactic especially in the business of marketing communications. The idea of selling marcom services in some innocuous flavor of the month e-blast is like building a house without a foundation. There are many and several ways to develop new business but forging relationships is the ultimate goal. Let me share a new business moment with you.
A former college friend of Jr. Fangon’s, Senior Designer at AldenMC, began working as a prosthetist/orthotist with a growing local orthotics and prosthetics company. He called Jr. to see if he could assist in a promotional effort. He explained his need was simple and that he had a meager budget. Jr. understood his friend’s dilemma and stepped up to the plate. Jr. continued to help out periodically when one day his friend introduced him to the head of the marketing department. Recently, Jr. received a call from the marketing director asking if he and the AldenMC team would design a new corporate logo and website for SCOPE Orthotics & Prosthetics, Inc.
It wasn’t a cold-call, e-blast or social media strategy that brought SCOPE to AldenMC. It was an understanding of a need and the willingness to meet it. Sometimes new business development requires an investment and in so doing a meaningful relationship is established.