Rainmakers (n.) — Individuals who are successful regardless of the product or service they sell. Their success is based on their relationships.
Rainmakers have a magical quality about them. “She’s the rainmaker for the firm.” “Did you hear who he just landed — we need more rainmakers like him.” The status as “rainmaker” is something to aspire to because it implies a level of skill and sophistication that few actually achieve.
However, there is nothing magical about becoming a rainmaker. Rainmakers are made — they are not born. This isn’t just a mindset. Rainmakers work hard at being successful. They are diligent, disciplined and focused.
Successful Rainmakers direct their focus in three areas:
• The “soul” of the rainmaker — Building genuine relationships;
• The “heart” of the rainmaker — Creating a positive climate;
• The “mind and body” of the rainmaker — Being disciplined and clear with their marketing.
The rainmaker’s “soul” understands that building relationships is the foundation for success, and generously offer solutions to solve problems. When strong relationships are created, the need to sell is eliminated. A rainmaker continually offers solutions, regardless of which solution is eventually accepted. In other words, an individual who trusts a rainmaker “buys” what that rainmaker suggests. The typical transactional sales situation no longer exists.
The rainmaker’s “heart” manifests the ability to build positive climates. Rainmakers have superior command of communication skills. These skills short-circuit activities that are unnecessary, counter-productive and toxic to building trust. Rainmakers build collaborative environments where everyone is engaged and “in the moment.”
Without a positive collaborative climate, people use their energy to protect themselves, not to engage and build relationships. Transactional sales situations are a perfect example. Most people know when someone is trying to sell them something and they naturally put up defenses. Salespeople are trained to overcome these defenses. A transactional sales situation becomes a joust, not collaboration.
The “mind and body” of the rainmaker is a strategic and acutely clinical marketing strategy, combined with clearly identified tactics and disciplined implementation. It’s well thought out marketing and effective implementation that builds awareness, educates and creates opportunities for relationships. Strong marketing is a catalyst for monetizing relationships in a genuine and authentic manner. A rainmaker isn’t really a rainmaker until he/she can bring in business.
Common myths and misconceptions
Following are a few myths and misconceptions about relationships and Rainmakers.
• “Building relationships is networking.”
For the most part this is not true. Most networking is based on me, not you. That’s why “elevator pitches” are so well rehearsed. “This is who I am — can you help me?” Too frequently networking is about going to meetings, exchanging cards and wondering who will be good opportunities for business. This poor networking practice leads to a lack of authenticity, a transactional-only mentality, keeping score, and a disconnection from building real relationships.
• “I already build my business based on relationships. Referrals are my best source of new business.”
These statements are true to varying degrees for almost everyone who sells. What’s not asked is “How’s that working out for you?” If well, then you’re probably already a rainmaker. If not well, you are probably missing a focus on which relationships to build, and a system on how to monetize them.
• “Taking advantage of my relationships in order to write some business is manipulative. These are my friends. I can’t do that to them.
This is a very real fear and concern. It takes time to build trust, and only an instant to lose it. The key to avoiding this is authenticity and providing real solutions. Do not offer anything unless you genuinely believe it can help. When you believe you can help — offer a solution. It is not manipulation, it is caring.
Are you a rainmaker? Do you want to become one? You can. Trade on the old musician’s adage — “How do you get to Carnegie Hall? Practice. Practice. Practice.” Focus on building genuine relationships, listen and communicate well, build a positive collaborative climate, and have a disciplined approach to marketing.
Author Ken Cook is founder and managing director of Peer to Peer Advisors and developer of the Rainmakers System. He has 20 years consulting with entrepreneurial and high growth firms throughout southern New England.
