Who's Got Your Back?

Everyone needs support. Whether you're a presidential candidate wanting to win the race, a start-up wanting to grow quickly, a Fortune 100 looking to create a new product or an aspiring author looking for book endorsements, you need support to keep moving forward. So how do you get that support to grow in the direction you want?

The first step is to identify the type of support you need and the best person to approach for this support. Do you want a mentor or a coach? Some training or a master-mind group? And who is the best person for you at this point in your life?

Then you want to consider why this person would consider supporting you. What will they get out of it? What benefit will they receive? Will they get positive PR and exposure? A lead with someone you know? Remuneration? Or a plaque?

The next step is to create a client-centered mindset, instead of a "me"-centered mindset. You want to know what your potential supporter thinks, reads and believes. You want to know where this supporter eats, exercises and shops. Most importantly you want to know what this supporter values in life. Once you know this, then find the connections between yourself and this person and approach the person for support.

Finally, the most important step is to be persistent and keep following-up. This is called the '6 Times' rule. You want this person to hear from you at least 6 times, in different ways. So you may follow-up by email, with a voice mail, in a postcard, with a cake and balloons, at a meeting, in a video, on a CD and any other way you can think of to catch their attention.

So how does this work in real life? Let's say that you want Oprah to endorse your book. The first step is to research everything you can on her. Learn all about her habits, likes, dislikes, beliefs and values. Then start to see where you and she may intersect. You may not shop on Rodeo Drive, but you both support orphanages in Africa. In addition, your book topic is on personal growth, a strong value of hers. Finally, you have heard the same lecturer as she has, but at different times. Now it's time to approach her, in writing. Tell her what she'll get out of supporting you: the chance to help your orphanage in Africa, since a portion of your book profits will go to that orphanage. So you write a compelling letter mentioning your commonalities and ask her to support your book. Then you keep following-up.

Far fetched for Oprah? Maybe...but the same process applies to finding support for your business:

1. Identify whom you want to support you
2. Identify what kind of support you need and how this person can provide this
3. identify what benefit this person would receive out of supporting you
4. Research the person so well that you can practically think and act like this person
5. Find at least 3 commonalities with this person
6. Approach the person with a compelling and memorable letter or phone call
7. Be persistent....never give up!