Page 67 - Social Media Marketing

Stop Hunting, Start Farming 47

need to know your product and its competitors thoroughly. Then
you need to cultivate your market. If you're selling computers,
clearly you ought to be farming the schools in your district, because
kids and their parents buy computers. If you're selling cars, you
ought to send your personal brochure to every graduating senior
in your sales market. If you're selling insurance or financial prod-
ucts, keep track of local community college graduations or business
startups, because people starting careers will need financial advice.

Sowing the Seeds of Future Business

In our society, we tend to want instant gratification, which we get
when we hunt for business. With farming, the results of your efforts
are not immediate. You build business over time. You have to cul-
tivate the soil and plant the seeds. Several months may pass before
you can begin to harvest the fruit of your labor.

I sow the seeds of future business in every person I meet.
According to my research (at weddings and graduation parties),
everyone knows at least 250 other people. So I view every encounter
I have with someone as a chance to connect with 250 others. This
is called the Rule of 250. Establish a personal connection with ev-
eryone you meet, including the people at the restaurants you fre-
quent, where you have your car serviced, the grocery store, the
gas station-everywhere. You never know where a new source of
business or a new idea will come from.

You should also take advantage of these more formal networking
opportunities:

• Meet people on the job. Get to know everyone you work with.
• Get involved in professional organizations.

• Join your trade association and take on a leadership role.
• Join a community service organization, such as the Rotary

Club, Kiwanis, Lions Club, or Habitat for Humanity.

• Join the local Chamber of Commerce and attend meetings
regularly.