When I first started peddling air for a living, I established a solid routine. I’d come to work, pull out my copy of the yellow pages, and start cold-calling all local businesses with a half or whole-page ad. For lunch, I ate homemade turkey and Velveeta sandwiches alone at my desk. As soon as the hour hand cast its shadow over the five, I’d be out the door without so much as a tight-lipped grunt to any of my fellow coworkers. I made absolutely no sales in my first or second month. As is the case with many young smart alecks, I was under the impression that my wits and good looks would take me straight to the top. I didn’t understand the power, or necessity, of business relationships.
Business relationships don’t just happen as the result of a signed contract or a merger. Actually, the darn things are all around us. In an office, they can be cultivated with a sassy front desk receptionist, an overworked human resources manager or a supervisor who still has a crush on Lance Bass from N’Sync. Here at SCAD, they can form with security guards or the lunch lady who gives extra fries on the sly. They are born inside of a visit to a favorite professor during their regularly scheduled office hours or a chance encounter with the dean in the Hub. In any case, they all start with simple introductions and friendly banter. In every case, they are absolutely important because they can potentially lead to your next big employment, sales or career opportunity.
The front desk receptionist knows the comings and goings of everyone, the hours they keep, as well as key details of the big, important head honcho meetings. The human resources manager knows all the new hires and the potential dismissals. Supervisors know the quality of your and your peers’ work. In the office, these people all talk to each other often. If and when your name comes up, what do you think they’ll say about you? If your last interaction with them was positive, it will probably be good things. If your last interaction was negative, then probably not-so-good. If you had no interaction at all, then none of them will give or say one possum’s patoot about you.
All of the same rings true at school. Teachers and other members of staff socialize both on and off campus. They know juicy stuff about what’s going on both on and off campus. They are privy to business contacts throughout Atlanta and the rest of the nation. If they dig you, then you probably have top-of-mind awareness with them. This means that they will speak your praise, refer to you as a “champ,” and pull you into all of those cool opportunities for which you crave.
Forming solid business relationships isn’t that hard. It’s as simple as striking up a conversation about the last episode of “The Walking Dead” or paying a compliment on a new hairstyle. From there, simply remember the person’s name and keep saying “hello.” Maybe ask about the family or make a good cheeseburger joint recommendation. Sooner or later, that contact will get to know you, your talents, and where you want to go in this crazy world. Next thing you know, they’ll be telling their friends.
While painstakingly trying to sell radio ads, it took me another two and a half months, and the threat of starvation to figure this out. Eight months later, I was pulling down $50,000 in sales commissions. I used my wits and my good looks to make friends with the folks in my office. No we weren’t doing each other’s hair at slumber parties, but we did learn each other’s pet’s names and favorite cocktails. I stopped eating alone and ended up getting invited out to lunches with business owners who needed and bought what I was selling. I inherited accounts from salespeople who left to pursue other opportunities. I got awarded accounts by a supervisor who really appreciated the sympathy card I gave him when his cat Windsor died. I formed these key relationships, and I still have these invaluable contacts to this day. Plus, I’m pretty sure they’ll all buy my first book.