If you want to attract high-paying clients, you do not need to have a multimillion-dollar marketing budget. Spend time helping your key influencers understand the value of your solution and watch the word spread like wildfire.
That’s the view of Sande Golgart, president of Zonez, who took the company from survive to thrive during the pandemic. Golgart is often quoted on real estate issues and trends affecting businesses from start-ups to the Global 1000. He has been featured on Fox Business News, ABC News, and various other media outlets.
As a small service business whose primary focus is helping companies create highly productive office environments, the lockdown of March 2020 felt like a death sentence. “We knew the world would forever be changed,” said Golgart. “We had to take action quickly if we were going to survive—let alone thrive.”
He immediately launched a research effort to understand the biggest issues companies would need to address when they returned to the office. The research was clear and consistent: companies would need to find a way to separate people and clean the air in the workplace.
“We went to work with our engineers and staff and created the world’s only blocking and air filtration system that captures and filters the air at the source where it is exhaled, coughed, or sneezed into a shared environment,” said Golgart. “We spent countless hours problem solving until we had developed a viable solution to the problem we uncovered. In July 2020, we launched our new brand, Clean Zonez.”
Here are four tips from Golgart on how to leverage key influencers:
Tip #1: Focus on what you have. Do not get consumed with what you do not have.
“We had no budget and no extra money to invest in expensive advertising. Additionally, we did not have a big team that could knock on doors and tell our story. What we did have were strong relationships built over time and a reputation for delivering high-quality, well-engineered products. We decided that our best option was to invest in the relationships with those who had the most credibility and experience, with the largest spheres of influence.”
Tip #2: Take inventory of the potential influence you can create.
“Make a list of your trusted relationships with businesses and connections that have the largest degree of influence. Quantify the degree of influence each trusted relationship has and create a priority list. Influence can be the number of years someone has been in business (credibility). It can also be the number of customers or contacts they have. “