There was a time when businesses held onto their data ferociously and secrecy was king. Now, I accept that certain information has to be kept private for the long term benefit of the business, but we are living in very different times now.

Information sharing between businesses is power in the 21st century. Collaborating on joint projects, networking, referrals, social media, sharing tips and techniques through mail lists and white papers, e-mail marketing with shared data are all evidence of where we are now. And I for one say ‘Hallelujah!’.

In a recent survey covering the US and the UK, Business Development Managers, Sales Directors and Managing Directors across different sectors and across industries were asked to report back on the best ways in which to generate business in 2015.

This comprehensive survey’s findings left us with a league table of the 8 most productive business generators in the following order:

  1. Referrals
  2. Forging Business Alliances
  3. Networking
  4. Intimate Client Events
  5. Targeted E-mail Market Campaigns
  6. Seminars
  7. Direct Mail Campaigns
  8. Cold Calling

All of these have a value of course, but with cold calling scoring a lowly 3% rating and referrals scoring 67%, the gap is wide. You could loosely describe the top 5 as all including some element of information sharing with contacts, allies and warm prospective clients. The last two, it could be argued are more preaching to strangers… or the blunderbuss approach. A method that used to be called the ‘spray and pray’ technique. You take the shot and well… you hope for the best.

At Monkey’s Paw, we do all of the top five and our personal findings would replicate those of this report, so, I guess today’s message from the pulpit is this;

Share your wisdom. Give something simple away by helping someone to progress without any thought of repayment. Later down the road, those you helped will help you back. Call it karma if you like. Take the long term view and know that help you give today will boomerang back when you least expect it.

In the 21st century, sharing is caring, right?