Rely on core relationship bunnies for business
Ken Cook
Pam Butterfield of Business Success Tools is not a sales person. She seldom, if ever, pitches her services in order to get a piece of business. Rather, Butterfield is that rare breed, the business person who builds their business through relationships and generosity.
Relationship bunnies is the term Butterfield uses for the 20+ individuals with whom she, over the years, has developed very solid and trusting relationships. These people trust Butterfield, and she trusts them. It's a state not easily earned, but definitely one worth endeavoring to get.
These relationship bunnies are the predominant source of new business for Butterfield. One of the tenets underlying her approach to these relationships (and all relationships) is generosity. Butterfield is always thinking of the other person first, and acting accordingly.
That's actually the reason she came up with the name relationship bunny. As she told me, “The reason I call it a relationship bunny process is that when you build relationships by leading with generosity, referrals propagate (just like bunnies).” Let me share some examples.
You would think competitors would be the last source for new opportunities. Not the case with Butterfield. Like most business people, she has at least met many of her competitors. Usually cordial greetings (with wariness on not saying too much) are the norm when we run into them.
For Butterfield, though, a few of her competitors are relationship bunnies. She focused on the person and getting to know them. Butterfield (and each competitor) discovered that they had a lot in common (makes sense considering their careers and passions align). They built trust with each other.
They counsel each other on opportunities where there is no overlap and refer business to each other when the other party authentically can be the better solution. One relationship bunny competitor introduced Butterfield to a professional services client; that introduction has evolved into a long-time client that continues to grow the volume of business they do with her.
Here's another example. A regional bank was getting a new CEO. This new person, in the weeks leading up to them stepping into the job, was deluged with requests for meetings, a cup of coffee, lunch. The people asking were all of the vendors and hopeful vendors. With a regime change these types of requests are usually the norm. The new CEO's assistant tactfully declined almost all of the requests.
Butterfield had a relationship with the new CEO. Recognizing the enormous challenges this person faced in their new role, Butterfield thought about what would be most helpful for them. She sent this person a book she valued on how to most effectively handle transitions, particularly with the workforce.
By the middle of the following week the new CEO's assistant called Butterfield. The CEO wanted a meeting. Long story short, the bank is still today a client of Butterfield's.
Her connections with her relationship bunnies are genuinely authentic and strong. When they need something, Butterfield tries to help. When Butterfield needs something, such as an introduction, she asks.
Her asking is not an imposition. It's merely one friend asking another to help. Friends are happy to help whenever they can.
Butterfield is a relationship maven. She understands and appreciates the power of generosity, given in an authentic and genuine manner. It's all connected. It all works.
Ken Cook is the co-founder of How to Who, an organization focused on helping people effectively build relationships and building business through those relationships. Learn more at www.howtowho.com.
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