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Know Your Audience

When reaching out to potential clients or owner representatives, it’s crucial to consider several factors as you take the initial steps in building a relationship with business leaders. While there are numerous differences among business owners, we’ll focus on a few key points to guide you on your journey.

1. Private vs. Public Employment: Is the owner or individual you’re pursuing employed by a private or public company? Public companies often have policies that prohibit employees from accepting gifts, and starting a relationship on the wrong foot can be detrimental. Private companies may have similar policies, so thorough research is essential.

2. Generational Differences: Today’s workplace is more generationally diverse than ever. With Boomers still in the workforce, Gen Z’s taking on more roles, and Millennials and Gen X’s bridging the gap, it’s vital to be mindful of your communication style when initiating new client relationships.

There’s no one-size-fits-all approach but understanding your audience and what matters to the individual you’re reaching out to is crucial for success.

Type of Communication

We all have our preferred communication methods, and their effectiveness can vary depending on the topic and audience. Let’s review some common methods:

1. Face-to-Face: In my opinion, nothing is more effective for building lasting relationships than meeting in person. Referencing a previous face-to-face interaction is far more impactful than a cold call. From a business development standpoint, attend community events, introduce yourself, put a face to a name, and note something memorable to reference in a follow-up (whether via email, call, or text). Face-to-face interactions allow you to read body language and tone, and often provide direct answers to your questions.

2. Email: Email was once considered one of the best or easiest communication methods, but its role has evolved. Our inboxes are now flooded daily, and strong spam filters at larger companies can make it difficult to ensure your email is read. However, it remains a useful tool for getting your company’s name and logo in front of your target audience. Once a relationship is established, email is great for tracking project details, but don’t hesitate to follow up with a phone call or visit to ensure everyone is on the same page. Never assume that just sending an email is sufficient. And don’t be the person who gets caught saying, “well I sent the email.”

3. Phone Calls: Phone calls are excellent, especially once you have a foot in the door or a direct line. It can be challenging to catch someone in the office, so if they don’t answer, leave a voicemail and follow up with a text if you know the number is a mobile one.

4. Handwritten Cards: While it may seem old-fashioned, the art of handwritten notes has stood the test of time. Unlike the flood of junk mail, a personalized handwritten note shows that you’ve taken extra time and care in developing the relationship.

You’ll find what works best for you, and each relationship may require a different approach. The best way to forge a relationship may be to incorporate several of the options above and not to rely on a sole method.

However, the foundation of any strong relationship is face-to-face interaction. From a business development perspective, attend events, plan lunch dates, meet for coffee, and make yourself available.

Always be respectful and avoid making assumptions based on preferred communication styles or generational stereotypes. Until you’ve developed the relationship, you don’t know the person’s personality, interests, or sense of humor. So, it’s best to keep an open mind.

[Continue to Part II]

About the Author

Krystal Bowman is the Business Development Director at the Boson Company. Krystal has over 15 years of experience in public relations, community engagement, and business development. She earned her degree in Corporate Communications from the University of Wisconsin - Whitewater. Currently, she manages business development and client relationship efforts at The Boson Company, a construction management firm and general contractor located in Central Wisconsin. Krystal is passionate about connecting people with business opportunities and community involvement efforts.

In addition to her professional work, Krystal volunteers her time at several community events and committees, including the Main Street Marshfield Economic Vitality Committee, United Way's Special Events Committee, and Women Helping Out Marshfield.

In her free time, Krystal enjoys spending time on the lake with her husband and two kids or golfing.