A Professional’s Guide to Collaboration (and how we use it in the Family Office World)
The marketplace is driven by the consumer. The days are gone when the client goes to a professional for his vast technical expertise. Therefore, effective marketing is focused on the consumer, not the service provider.
- What are major preconceived stereotypes about your industry and organization?
- How can you differentiate yourself? What is at stake?
Networking
- Work on being able to convey your value and niche concisely and clearly
- Example: A The Family Office is a concierge service, communications hub, and Family Governance organization
- Avoid selling. It’s about farming, not hunting
- Challenge: How do you avoid the “me” message?
Connecting
- Educate, don’t advertise
- Promote others, not yourself
- Ask, “What can I do for you?
- Collaboration starts here (not at networking)
- Challenge yourself not to “network” but to connect
Transcending (focus on community)
- Actually put people together (no, this is not done by sending e-mails)
- Do good works in one’s community (and expect nothing in return)
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Example for the Family Office: philanthropy and community involvement as the centerpiece of Family Governance
- Challenge: Do you over-focus on money and under focus on people and knowledge?
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