Cultivating contacts

In a downturn, and more particularly in this ‘cratered’ market, surveyors have found themselves with both the time and pressing need to work harder on developing contacts

Recently many surveyors have described to us a dilemma when re-approaching old and new contacts.

Whilst they want to reinvigorate relationships, they fear being seen as only ‘knocking on the door’ when other work sources have clearly dried up, i.e. ‘fair weather friends’.

The process of chasing work in the hard times can become uncomfortable for them.

So how do you make the process of cultivating and building your contact base more comfortable and productive for both you and your contacts and clients? Here’s a four-point guide to help you with this:

1. Adopt the right attitude
Although times are tough and many are desperate for business, it is worthwhile giving some thought to your overall approach before taking any action.

Surveyors are not always the most experienced sales people and key to any approach you make should be a genuine interest in helping or supporting your contact.

A conversation that starts with “I spotted something the other day which might be very helpful to you…”  is likely to have a far more positive impact than “I wondered what work you might have on at the moment…”

If your conversation starts with an offer of information, an introduction, a suggested meeting with someone of mutual interest, a ‘think-in’ with others in the industry, it will be warmly received by your contacts.

Surveyors, who are supportive and nice to be around, are those currently forging good contacts and business opportunities. What helps them? It’s definitely a mantra of ‘giving to receive’ which is demonstrated in all they say and do.

If you are going to foster more valuable contacts, you will need to make a significant effort to understand them, their business, their particular market pressures, their goals (commercial and personal), exacting budgetary constraints and their overall hopes and concerns for the next few months.

2. Be strategic – organise and plan
Your contact base and network is something that should never be left to chance. If it is, you will find it tough to cultivate great relationships and harvest valuable business opportunities. We’ve come across some great surveyors who are very strategic in their approach to building their networks.

They take stock of their contacts and plan the next points of contact with them. Some write these plans down – others retain the plans in their heads. Whatever the approach, the planning ahead of these points of contact ensures these surveyors:

• Keep up to speed with the changes in that contact’s life/business
• Offer an opportunity or something else of value that the contact will benefit from
• Familiarise their contacts with latest relevant developments in their firm/company (so the contact always understands the breadth of their expertise)
• Maintain regular contact to keep themselves ‘front of mind’.

The time and effort involved in this usually means that the most successful surveyors usually preside over relatively small networks.

Size isn’t the key here, quality is and to be able to plan and manage your contact base effectively, it’s important that you:
a) Fill it with the people you will be able to help and vice versa
b) Ensure it represents a manageable number for you to keep in touch with.

3. Be visible and accessible
This is a very concerning period for everyone on the property sector. Clients need comfort about the decisions they have to take and the risks they have to mitigate.

Being a face that is known and trusted pays dividends in the current climate (even with potential clients who haven’t worked with you before). But to get to this point, you’ll have to leave the office!

You can’t become known and trusted by sitting at your desk. Trust is won out of the office. The more you can get out and in front of your contacts, the more chances you’ll have to impress on them how much you would like to and can help them achieve their business goals.

Another beneficial aspect of the current market is that many clients and potential clients also have more time on their hands and are welcoming opportunities to get together, brainstorm, pool ideas, think strategically, swap opportunities etc.

As an additional tactic, give some consideration to the events and activities in which you participate over the next few months. It is important to be a familiar face but it still pays to make the most effective use of these opportunities to build your contact base. Be selective over the ones you choose to attend.

4. Re-ignite old relationships
Now is also a good time to try and re-ignite some old relationships you have allowed to lapse. Again there may be a degree of discomfort here but to avoid coming across as genuine and not ‘on the scrounge’ for work, it is vital to do some preparation.

Recall the time you were last in touch and your contact’s circumstances then. Things will have moved on, perhaps dramatically, so spend some time getting up to speed on what is currently happening in their business and life.

Scan their website and relevant business publications, newsfeeds etc for any information which explains what’s been going on for them and their business.

Speak to others who know them. If your contact is a high profile figure then use Google, LinkedIn or other such social networking tools. With this information, try and find something of value or support that can give a basis for making the call.

And when you do call, just be honest and say things have been busy and you have no excuses. Express genuine interest in how they’re coping with the recession, by asking good open questions about their business and interests.

Show you care by listening really well, clarifying your understanding with more questions and more listening. An empathetic approach in these hard times will be much appreciated and you will be able to learn a lot about how you might be able to help and support them.

Do not fear rejection – now is not the time to be faint-hearted about making contact. You may well be pleasantly surprised by the how welcome your call is! 

Summary
In the current climate, you may have much more time on your hands but don’t just sit on them! The recession provides a real opportunity to review your contacts and re-invigorate relationships that you have allowed to lapse.

The key to doing so successfully is to adopt a ‘give to receive’ approach, be really proactive, be selective and schematically plan points of valued contact that keep you in the hearts and minds of key people in your network.

As one surveyor recently put it: “Clients are suddenly more interested in having conversations. They want to pool ideas and plan how to best to cope with what lies ahead. If we can be seen to be interested, accessible and responsive, we will stand out against competitors when an opportunity arises”.

Simon Hegarty is partner at The Results Consultancy