SALES
placeholder. In your plan, identify specific activities you are
After writing down the first four names, complete going to pursue to build and maintain relationships
the exercise for Persons 5 through 8. The outer with respect to each of the eight new internal
circle represents those one step away from the champions. I call these Moments of Impact or
inner circle. These professionals represent the MOIs. MOIs can be by telephone, by email, in
second most important set of relationships that writing, and in person.
complement your Key Person and those that
complement Persons 1 through 4. Generally, MOIs fall into two categories: simple to
do and take time to do. Examples of Simple: a) Email
With the eight names, you can now a suggestion for an article, blog, book, magazine,
develop a plan to expand your conference, restaurant, movie, or sporting event;
internal network in your top b) Send a card for a birthday, anniversary, or
client’s organization. as a thank you; and c) Make referrals to other
businesses to solve business challenges outside
Step 4. Build Internal your expertise. Examples of Take Time: a) Meet for
Champions coffee, breakfast, lunch, dinner, or drinks; b) Send
To grow your internal a gift that is small, personalized, and unexpected;
network requires and c) Assume a leadership role on an association
building internal committee. Email me for a list of more than 60
champions within your MOIs.
client organizations.
This task requires patient A few thousand years ago, Menandros Chiaramonti,
deliberateness. This is more a famous Greek dramatist, said that, “The character
than just simple networking. of a man is known from his conversations.” Extend
These internal champions are this to everything that you do with and for your
the ones that sign your contracts, clients beyond the actual contracted work. Think
advocate on your behalf when it comes of these relationships as if you were building
time for contract renewal, lobby to continue friendships. In this case, you are making business
working with you when a competitor is knocking friends—for life.
on the door, and so on. These are the people that
“have your back.” Ira Koretsky is the president of The Chief Storyteller, a firm that
turns your business stories into stories that sell, with keynotes,
Make specific choices of how and where you spend
workshops, and consulting. He can be reached at: tbmag@
thechiefstoryteller.com.
your time. The eight names you just identified are
now part of your Target Relationship Plan. Each of
your top clients should have its own plan.
0 ThinkBusiness June 2009 1
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