Jelena Franco, June 21 2022

Do we have connections in your industry?

We are in the process of running a series of webinars across the Baltic States and Scandinavia; this is part of our Look West program where we assist companies get a foothold or expand in North America. We are often asked if we know anyone in a particular industry. For example, do we know anyone in the marine industry? Have we got any connections with dairy equipment manufacturers? And the answer often is: ‘Yes, we know all sorts of people in many different industries'.

However, while it may seem appealing to have that contact, or even a sales lead (we are often asked for those too), there is some crucial information that a company needs first in order to make best use of those precious conversations.

Be clear about what you do, who you do it for, and how you make a difference; with that in mind you may have a more compelling reason for someone to connect with you. Positioning your company is a crucial element of your market and business strategy – it becomes the reference point for all other work you do – including having those ‘conversations’ with people that we may know. Andrew's post from last week talked in more detail about positioning.

So, before you go on a hunt for new connections, answer these self-reflection questions first:

The answer should not merely lead you to formulate your ‘elevator pitch’. Instead, it is part of ensuring that you can clearly visualise what you are trying to achieve - your company's strategic goal and how this conversation fits into that. Graham talks profoundly about that in 'Doing Strategy'.

Happy networking!

Written by

Jelena Franco


Previous What is Market Position?
Next Classic Cars - Best in Class