While technology can optimize supply chains and streamline processes and communications, it cannot manufacture chemistry. To truly thrive in today’s hyper-competitive landscape, leaders must look past the data points and return to a fundamental truth, you cannot effectively serve a client you do not genuinely know.
I am naturally inquisitive and curious and those traits have served me well in my career, discovering new opportunities across the life science industry, including medical device manufacturing, pharma, health insurance, and health tech startups. I not only enjoy preparing for an intro call, but can attest my prep work pays off. If I only have 5 minutes to make a good impression and start earning a prospect’s trust, I will have researched their business ahead of time and have specific questions teed up.
This philosophy was masterfully captured in a recent Bloomberg advertising campaign for their original show “The Deal” featuring tennis legend and champion for equality, Billie Jean King. “The Deal” ad runs every day on Bloomberg and every time it’s on I always listen to King’s quote. In the campaign, King, the only woman in the group, delivers a sharp, undeniable directive: “Know the business.” While the quote is brief, its implications for modern client relationships are profound. King, a pioneer who disrupted the status quo by understanding the mechanics of sports, politics, and activism, recognizes that superficial familiarity is no longer enough. To “know the business” means moving beyond the client’s statement of work. It requires a deep, empathetic understanding of their industry’s headwinds, their internal culture, their systemic vulnerabilities, their immediate and long term goals and their definition of victory.
And so begins the framework for trust and architecting a new business relationship. I’m responsible for establishing trust, competency and care for Media Bridge and our prospects appreciate my pre-meeting knowledge. When clients see that you have invested the time to understand the nuances of their operational reality, it starts signaling respect and commitment.
Ultimately, this framework of trust equates to significantly longer, more resilient relationships. Clients do not want to constantly re-educate new partners on the complexities of their organization. The institutional knowledge you build by “knowing the business” becomes a powerful relationship igniter and retention mechanism.
Know the business, know your client, and the longevity of your success will take care of itself.