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I recently attended a seminar on a specific state energy efficiency grant which was released. The audience was primarily local municipalities looking for guidance on how to submit the grant application and ways they can benefit from the grant program. Others in the audience included contractors and energy auditors who were there to partner (or have already partnered) with municipalities to offer services for which the grant covered. The contractors and auditors who were there came for two reasons: 1) to understand their role in the grant, and 2) network with potential clients to build business relationships.

Everyone knew why these individuals were there. They networked with the municipality folk, passed out cards and traded ideas. When it was time for everyone to introduce themselves, they did so in a manner which highlighted their services and presented the exact reason why they came to the seminar…to build business partnerships. As the seminar continued, they asked questions, offered suggestions and became the resident experts. Following the seminar, all of the contractors and auditors had attracted small groups of people wanting to know more.

As folks exited the room, we were greeted by another contractor who showed up late and was passing out cards to anyone who left the room.

The difference in the contractors is that those inside the room invested time, energy and knowledge to develop PARTNERSHIPS.

The contractor outside the room invested nothing in hopes to get LEADS.

Which do you think generated more business from attending the seminar? How does your sales process portray your sales credibility?