By simply sharing your knowledge and resources, you stand to gain three benefits — benefits that will position you as an industry leader while also ensuring the longevity of your business.
1. Create Brand Advocates
You can garner valuable brand advocates by simply providing help where help is needed. We recently took this concept to heart and hired someone who is solely responsible for helping our partners. Whether it’s providing a press opportunity, a referral, or simply valuable information, it’s that person’s job to find opportunities to help someone out.
As a result of simply helping our partners, we’ve gained a community of brand advocates who consistently refer potential clients our way, bringing us valuable opportunities.
2. Decrease Barriers
When you make the effort to help someone, you are given the opportunity to form a meaningful relationship, rather than a purely transactional one.
Take my relationship with Scott Gerber, “super connector” and founder of the Young Entrepreneur Council. When we met two years ago, we could have rushed into a strictly business relationship, which wouldn’t have lasted long. Instead, Scott and I have made a meaningful connection over the past two years by giving each other feedback on projects and providing introductions. As an added benefit, we were recently able to make a seamless transactional deal because of the trust previously established between the two of us.
It’s relationships like this — larger, meaningful partnerships — that will differentiate you from competitors and provide you with the credibility to make similarly valuable connections in the future.
3. Encourage Employees to Do the Same
By helping others, you’re setting an example for your employees to do the same. This means employees will be more likely to go out of their way to help clients, resulting in higher customer satisfaction.
Consider the debt collection agency CFS2, for example. It has a simple strategy: help the people they collect from pay their debts. By helping people create résumés, coaching them through difficult times, and providing other resources, CFS2 is outperforming competitors by 200 percent. This strategy is great not only because it reflects the company’s goodwill, but by sharing its knowledge and resources with others, CFS2 positions itself as an expert in personal finances. If your brand can garner a reputation based on both amiability and expertise, you’ll have more than just a profitable business.