In the bustling realm of multifamily housing, the synergy between supplier partners and multifamily operators is akin to the gears in a well-oiled machine. These partnerships, built on trust, understanding, and mutual benefit, are the backbone of innovation and progress within the industry. However, forging these alliances requires more than just a business card exchange at a conference or a generic LinkedIn connection request followed by an immediate pitch. It demands a thoughtful and strategic approach, starting long before the conference doors open.
The Foundation of Relationships
At the core of successful partnerships lies the foundation of relationships. Multifamily supplier partners must recognize the paramount importance of building genuine connections with their counterparts in the multifamily space. This entails more than just a superficial understanding of the partner's business; it requires a deep dive into their needs, pain points, and operational intricacies. Before reaching out, supplier partners must meticulously research and understand the potential partner’s business landscape, ensuring that their product or solution aligns with the partner's objectives and challenges.
No "Pitch Slapping" Allowed
One cardinal sin in the realm of relationship-building is what we affectionately call "pitch slapping." This entails bombarding a newly connected partner with unsolicited sales pitches or meeting requests. Such approaches not only demonstrate a lack of respect for the partner's time but also tarnish the budding relationship. Instead, supplier partners should approach initial interactions with a spirit of curiosity and humility, aiming to learn more about the partner's needs and aspirations.
Strategic Outreach: Scrubbing and Tailoring
Before engaging with potential partners, supplier partners must meticulously scrub any contact lists or attendee rosters, removing other supplier partners and focusing on relevant decision-makers within the multifamily organizations. Moreover, they should be strategic in their outreach, targeting individuals whose roles align with the potential value proposition of their product or solution. For instance, a paving company reaching out to a Training Director might miss the mark, whereas targeting a Facilities Manager or Regional Service Director could yield more fruitful results.
Crafting Unique Pre-Conference Outreach
In a sea of emails and LinkedIn messages, standing out requires creativity and personalization. Leveraging tools like SalesMail can provide a unique touch to pre-conference communications, capturing the recipient's attention and setting the stage for meaningful dialogue. Whether it's a personalized video message or a tailored email highlighting specific pain points and solutions, the key lies in demonstrating genuine interest and value.
Embracing the Long Sales Cycle: Nurturing Relationships
Understanding the multifamily sales cycle is crucial for supplier partners embarking on pre-conference outreach. Unlike transactional sales, the multifamily sales cycle is often long and complex, requiring patience, persistence, and a nurturing approach. Supplier partners should view initial interactions as opportunities for discovery, listening intently to uncover the partner's challenges and aspirations. By demonstrating a genuine commitment to understanding and addressing their needs, supplier partners lay the groundwork for future collaboration.
Listening with Intent, Not Just Responding
In the art of relationship-building, listening is a superpower. Supplier partners must approach conversations with a genuine desire to understand, rather than merely respond. Active listening enables supplier partners to empathize with the partner's challenges and aspirations, fostering trust and rapport. By saving their solutions for the opportune moment, supplier partners demonstrate their commitment to the partner's best interests, rather than a sales quota.
Conclusion
In essence, pre-conference go-to-market strategies for multifamily supplier partners require a delicate balance of research, strategic outreach, creativity, and patience. By prioritizing relationship-building over transactional sales pitches, supplier partners can lay the groundwork for fruitful partnerships that drive mutual success and innovation within the multifamily industry. As the saying goes, Rome wasn't built in a day, and neither are enduring partnerships.
To learn more about successful GTM strategy pre-conference from someone who knows and understands the heartbeat of multifamily sales - watch episode 3 of The Multifamily Mind Podcast with our guest, Mike Wolber!
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