Whatever you’re in business to do, there’s going to be someone else in a related industry.  Go out and meet as many of these people as you can.  Build a network among them and share what leads you have.  If you’re in real estate, you’re probably going to be able to give a few contractors a heads up about construction in the area.  If you’re in mortgage banking, you can probably pass a few clients to a realtor as well.

Take a minute and think about your perfect customer.  Think about what needs they have that make them a good target for your business.  Now think about what other needs they might have that are either related or unrelated to your business.

I met a man once who counseled the recently laid-off and helped them redefine their career path.  His perfect customer was someone between the ages of 40 and 60 who had yet to decide what they wanted to be when they grew up.  He spent a lot of time networking with college advisors who would frequently touch base with older non-traditional college students (men and women in their 30s and 40s who were going back to school to change jobs).

Being able to identify your customer is big.  Knowing how to identify their ancillary needs and the industries that cater to them is even bigger.  Building a lead network is a way to build you revenue without stepping up direct-to-market sales.  Just think of how much more productive you can be if customers are knocking on your door rather than the other way around.

Eric Mann
Jumping Duck Media | Mindshare Strategy