real networking

Jann Sabin [email protected] Sabin

[email protected] Sabin [email protected]

real networking A surefire way to build your business.

Jann Sabin [email protected] Sabin

[email protected]

These are the things that have resulted in

lifelong relationships that led to a successful,

enjoyable, profitable marketing business.

They’ll help build any type of business that

has customers or clients.

Jann Sabin [email protected]

be honest

Trust is at the basis of every good relationship, and good relationships are what

will build your business (not to mention make your life better). You can’t have

trust when there is any lying involved. I can’t remember every lying to a client or

colleague. One lie can screw up everything. It’s never worth it. Clients can count

on me to tell them what I’m thinking.


be open-minded and collaborative

I have smart, imaginative, clients who deeply understand what I do and how they

can help me do it. I use that to great advantage by sharing my process with them,

respecting their insights, welcoming their thoughts, and standing up for the right

position no matter what. One of my most profitable and useful services came

from an interaction with a client.


be authentic

I never had an agenda. I didn’t consciously set out to build a business.

I just took it one project at a time, developed a reputation, and followed the

success. I think better things happen when you’re focused on doing a great

job at that moment than when you’re thinking about where it will get you.


choose your clients as carefully as they choose you

Work with people you like and respect. It usually goes both ways. And for me

at least, I can’t do great work for dumb clients. I think clients get the work they

deserve. I saw that when I was at agencies and some teams would do great

work for one client and lousy work for another. There really weren’t good teams,

just good clients. I decided to work only for them in order to develop a reputation

for doing outstanding work.


don’t gossip

I can keep a secret and never take part in the internal politics of companies.

That makes me a valuable outsider. Sometimes people can’t believe what I

didn’t tell anyone. Why would I? I got a very big account when someone who

told me something in confidence, which I respected over the years, was promoted.

I also make a mental note when people tell me secrets. I know there’s a limit to

how much I can rely on that person. Being trustworthy is invaluable.


manage expectations Be clear about what you will, and won’t deliver, and for how much. Never surprise

anyone (except in a good way). Live up to your word always. If anything changes,

which does happen, let your client know immediately what happened and why

and how it will affect what they were expecting i.e. more time, more money….

whatever.


over deliver Be reliable. If you get the right information up front, you should be able to

come in with the work you promised, and more. Get to where your client

knows you’ll come through. Today, I’d say I worry more about the outcome

of projects than my clients do. They remind me that it will be great and

that it always is.


don’t be greedy While I certainly charge appropriate fees and value our worth, I’m never greedy.

When there’s a problem in arriving at a number for a job, I’ve found that it’s

usually a result of some communication misunderstanding, generally about the

scope of the project. Once the scope is properly defined, there’s always a fair

price both for me and for the client. Never let price be the problem if you believe

that your clients are fair and properly value your services. With the right client,

you can work anything out.


burn no bridges I’ve quit good jobs with good bosses for good reasons. I’ve fired good people

who were just wrong for the job. Bottom line, things don’t always work out.

But that’s no reason not to stay connected with people you like and respect

and vice versa. If unpleasant things happen in the best possible way, the

event isn’t important enough to sabotage the underlying good will built

by years of good experiences.


relationships are everything I could honestly say I still have my first client (which is an amazing thing since

advertising is a fickle industry). The client(s) are in different places, but we’re

still connected. It was their career paths that built my business. Not that is was a

slam dunk, ever. I always had to re-present my abilities to their new management,

but they opened the door. I also stay in touch with former employees and most

of the people I’ve worked with at agencies along the way. Truly, this is the most

satisfying part of my business and my life.

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