In the first part of this second habit, I discussed the need to define your specialty brand and build an individual marketing plan. In the second part of this habit,  I outlined the importance of zeroing in on your target client.

Part 3: Dig deep to build your marketing plan

This month we’re talking about the second of the 7 habits that set truly great rainmakers apart.

Last week, I asked you to answer this question:

If you are going on a first class flight to New York on Delta Airlines, who do you want in the seat next to you?

“I want to meet ____________ (name) who is ______________________________ (job title) of ____________________ (company).”

This simple exercise will point your business development planning in a very specific direction. It will give you clarity and focus and help you to stop being vague and ineffective in your marketing endeavors.

Now take this exercise to the next level…

Who else would you like to be seated next to on that plane?

Keep answering that question until you have at least ten individuals you would like to do business with. Once you have your list, dig deep with your research to learn everything you can about them.

• Where did they go to school?
• What boards do they serve?
• What associations or groups do they belong to?
• What publications do they read?
• Who knows them on LinkedIn?

Look for common ground and a connection that might help you gain an introduction. Never assume you don’t know someone who could help you achieve your goal. For example, my client, an environmental lawyer and managing partner of the Atlanta office of a national law firm wanted to get a meeting with the general counsel of a company he was targeting for new business. He insisted that he knew absolutely no one who could help him get that meeting. His research on LinkedIn uncovered that the CEO of his target company just happened to be his roommate in law school!

Research is an important step in developing the habit of making it rain, but you still need a plan for achieving your goals. We’ll talk more about that next time.

Tell us about your research…

• How much time are you spending on research every day?
• What sources have you found to be the most productive?
• How are others helping you discover connections?