Creating relationships with people by giving—when done authentically—is a great way to build a network to support your business. My friend Bob Burg has a fantastic parable called The Go Giver that talks about just that.
But there is another way to give to get in business. That is, giving something of value as a means of getting something of value. For example, in Chicago, there are a number of strategically placed kiosks that offer to take your picture. My husband and I took this one at a kiosk located in the 900 North Michigan Avenue Shops (aka the Bloomingdale’s building in Chicago) a few months back:
Now, despite the fact that I didn’t know where the camera was located (duh), this was a great marketing ploy. Once the picture was taken, they asked for my email (and my opt-in permission) to send me the picture. They sent me the picture above with built in marketing for the center and now have my permission to continue to contact me. They gave me the photo; they got the ability to reach me—a win-win for everyone.
So, what can you give to get something in return? I offer a free eBook on Low and No Cost Marketing and PR Strategies (grab it here) in exchange for the permission to contact you in the future. Think about giving to customers and potential customers as a way to enhance the relationship and to get value for your business.
Carol Roth is a national media personality, ‘recovering’ investment banker, investor, speaker and author of the New York Times bestselling book, The Entrepreneur Equation. She is currently an on-air contributor for the national cable television station CNBC, the pre-eminent name in business news, and the host and co-producer of The Noon Show, a current events talk show on WGN Radio, one of the top stations in the country. Carol multimedia commentary covers business and the economy, current events, politics and pop culture topics.
Carol has helped her clients complete more than $2 billion in capital raising and M&A transactions. She is a Top 100 Small Business Influencer (2011 &2012) and has her own action figure. Twitter: @CarolJSRoth