Every farmer understands a basic truth. First you sow, then you reap. And before sowing, you need to Always do your bestprepare the soil, then nurture and nourish the crops till they ultimately feed you.

It’s a lesson many businesses could do well to learn and emulate.

Recently we discussed how host/beneficiary relationships are one of the most effective (and cheapest) ways to get your message in front of exactly the right prospects.

Sadly, I experienced firsthand a business that will never get my ongoing custom because they broke a fundamental rule – not giving value first.

It was at a networking breakfast with a $40 price tag at an up market city venue. There were about 80 people in the room. They all meet once a week at the venue. The group consists of about 50 regulars, the rest of us were visitors.

Breakfast consisted of 2 poached eggs, 1 piece of badly cooked bacon and half a shrivelled tomato. No butter, jam or condiments. No juice, sausages, cereals or decent fruit selection.

Now you may be thinking, Rashid you don’t go to these for the food. But you’d be wrong. I go to lots of different breakfasts and a constant topic is the quality of breakfast. Many groups move venues because the food is atrocious.

But what’s this got to do with host/beneficiary relationships?

Everything. We the diners are actually the hosts. The venue benefits from our custom. And our extended network.

I know the venue serves at least 2 breakfast groups per week. Say 150 people they don’t have to market to. Who just turn up.

Every one of us could be an ambassador for the establishment. We could come back in the evening for a decent meal. Recommend them to our friends and family. Organise corporate functions. Cheapest and most effective marketing they could do!

But given their mindset and attitude regarding providing real value, this is never going to happen.

They miss out on a great opportunity to showcase their wares. Sadly they’re not alone, but there it is.

I trust you don’t make the same mistake.

If you’re looking for ways you could add value in your business without breaking the bank, talk to us. We constantly come up with innovative strategies where our clients can add the wow factor and keep custom coming back.

Call us on (02) 9499-7958 to get the ball rolling.

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