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Friend Raising -- Getting the People Right Before Raising the Money

Money is the focus of many business meetings and strategic planning sessions. How do we get more sales? How do we fund our growth plans? How do we cover our cash flow? These are just a few of the multitude of money issues that small business owners deal with on a daily basis. As important as the answers to these questions are; there is something more important than FUND raising and that is FRIEND RAISING.

Friend raising can take many forms. For a start-up it is getting those closest to us to buy into our crazy ideas. And for established businesses, networking is a popular and effective technique to open new sales opportunities. But there is so much more to be gained by making new business friends inside and outside your business. The best part is many of these ideas can be done for free.

 Build your board. Every company should have a board. It doesn’t have to be a board of directors that have authority over your organization, but an advisory board can be a very invaluable tool, especially when facing tough decisions. An advisory board will provide an outside perspective to your business and can both encourage and challenge you. When selecting board members, look for people who believe in you and your business. Be selective, not every personal friend should be on your board. Choose people who will bring a different perspective to your business. Often retired professionals in your industry can impart a wealth of information from their years of experience.

 Make friends in your industry. Even competitors can be friends and you never know when you may need to partner with someone on a project or vice versa. Attending trade shows and industry events is a great place to meet new friends and become aware of even more opportunities. Keith Ferrazzi talks about the many techniques for making friends in his book, “Never Eat Alone.” This includes, as the title says, building friends over coffee, lunch and dinner. Spending time together and sharing reality with each other builds friendships. Be honest and expect honesty from others and true friends will emerge.

There are many other friends you can make including mentors and political allies that you will find to be valuable contacts when the need arises.

"If you go out looking for a friend, you’re going to find they’re very scarce. If you go out to be a friend, you’ll find them everywhere.”
— Zig Ziglar

Nothing is ever free. Making friends is hard work. If you look for friends that can help you but are not willing to reciprocate your friendship may be short lived. You must be the friend that you seek in others. See everyone not as a sales target but a potential friend and you will find many friends and sales opportunities will follow.

Todd A. Luhtanen is a serial entrepreneur, business consultant and founder of Talan SBS a Michigan-based provider of Small Business Services, www.talansbs.com.
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