We’ve covered the importance of using open loops to create curiosity to get your partners interested in what you’re offering. And we’ve spent Modules 1, 2, and 3 talking about who you’re going to work with and what you’re going to do.
Now it’s time to show you exactly how to contact them.
What to Say
The exact words and phrases that you use in your conversation with partners will be specific to your product or service. In other words, the offer that you make to them should address the wants, needs, and desires of your partner.
That’s why we spent so much time on Modules 1, 2, and 3. At this point, you should at least have a working knowledge of what your offer is, who it is for, and what is important to your partners.
That said, there are some basic principles that apply to all Remora Method partnerships. Let’s cover those now.
Where to Start
Note: Where you start your conversation depends on how well you know the person. If you already have a relationship with a person and you’re now asking for a partnership with them, then you can feel free to skip some of the introductory steps outlined below because you already have a relationship. When all else fails, remember this: behavior changes in small steps. Take it slow, ask for permission, and show a genuine interest in the needs of the other person.
Successful partnerships evolve out of successful relationships. And the foundation of good relationships is a genuine interest in the other person.
This means that the first thing you should focus on when talking to a potential partner is creating a good relationship with them … NOT on selling them on the idea of partnering with you.
In fact, your only goal with the initial contact to a potential partner is to get them to ask for more information. This is true regardless of the circumstance.
Want to speak to an organization and sell your services? Your goal: have them ask for more information about what you do.
Want to write a guest post for a popular blog? Your goal: have them ask for you to send one over.
Want to have a local business offer your coupons to their customers? Your goal: have them ask you for more information.
Notice how your goal in none of the cases above (nor in any case you can think of) is to SELL them something right away. Instead, your goal is to get permission from them to give them more information.
Permission is the key. If someone asks for more details, then you can give them all the details you want.
How to Ask for Permission
Asking for permission isn’t hard. Don’t make it more complicated than it needs to be.
You focus should be on their needs and getting them curious about the opportunity you provide. (Remember, the Information Gap Theory of Curiosity from the last lesson.)
Here is an example of an introductory email that you could send to a potential partner. (Note: this could just as easily be a phone message.)
In this example, let’s assume that you are running a landscaping company and that you want to work with a local contractor. People who buy new homes often want landscaping done at the same time, so the target customer is a good fit.
Dear Mr. Smith,
I have some ideas about how we can work together to give your customers more value and increase profits on your end. If you’re willing, I’d love to talk with you more about this.
Note: Different people will give you permission at different times. Some people will want to know all the details right away. You need to be ready for that.
Which brings me to an important subject…
Good relationships are founded on a genuine interest for the other person. In your case, that means you need to show the business owner that you are interested in their needs and wants. Focus on them.
You initial contact should be short. Your primary goal is to ask them for permission to talk about a potential partnership in more detail. Your goal is not to sell them on the partnership or tell them every single detail.
Note: If they want more detail right away, then give them the details. But don’t push it on them.