PCL Constructors employees (from left) Gracy Ragheb, Helene Savard, Emily Parent, Xue Chen support the United Way.
One lesson that took me a long time to learn is that you achieve the most success in business development by contributing and sharing unconditionally in the presence of people who are already wealthy.
If you reread the above sentence you’ll notice two apparently contradictory messages. In one place, I say you succeed by giving unconditionally; and then I go on to say “in the presence of people who are already wealthy.”
But a little thinking will show you why this principle is so vital to business development success.
Say, for example, you give unconditionally to the people who may be poor and who need the community’s help the most. You can certainly find satisfaction and reward in charitable deeds but any wealth you acquire in this community work will be in your mind and spirit and not in the material world. (There is nothing wrong with this sort of achievement but I don’t think you will be reading the “Construction Marketing Ideas blog” if that is your primary vision in life.)
Now re-frame the picture and see what happens if you behave charitably and with good spirit and generosity in a community of exceptionally wealthy people.
People with money certainly encounter their share of gold diggers, manipulators and inept sales representatives and financial planners. Business and senior public sector executives and decision-makers build defensive walls around themselves to keep the selfish hordes away from their money and time. But they open their minds — and relationships — when they sense you are not out for the quick buck and your spirit of generosity and sharing is unconditional.
Your generosity and community spirit, then, break down the walls and barriers and you gain the access and respect of the people with resources and who you wish to do business with.
Consider, for example, this story provided to me yesterday by the local United Way fundraising representative. (Notably, in our publications, whenever anyone in our market area offers public service or charitable support we don’t even think of trying to sell advertising — granting free publicity instead. This story will appear in Ottawa Construction News, unconditionally.)
PCL Constructors wins United Way’s Best Community Campaign Award
OCN Staff Writer
The United Way is recognizing PCL Constructors Canada Inc.. for community workplace contributions.
The contractor will be recognized at a special Community Builder of the Year Awards Gala on May 19, says United Way representative Jeff Turner.
In a note to The Ottawa Construction News, the United Way noted that PCL Constructors has participated with several local charities including The Ottawa Hospital Foundation, Queensway Carleton Hospital Foundation, HBC Foundation – Commonwealth games, Ottawa Regional Cancer Foundation, The Cure Foundation’s National Denim Day, The Shepherds of Good Hope and The Ottawa Food Bank.
“Thanks to the campaign team of Gracy Ragheb, Emily Parent, Xue Chen and Helene Savard (who personally canvassed every employee), PCL achieved the 100 per cent staff participation mark which resulted in a growth of 434 per cent over their employee donations in 2008,” The United Way says.
The contractor held several events including an autograph signing session with a “special guest”.
“One of their employees, Marc Cousineau, was pictured on one of our campaign posters handed out to each of our workplace campaigns across the city,” The United Way said in its announcement. “Marc was on hand to sign copies of his poster which went towards their final campaign tally” raising $71,569.
“The leadership of Dwight Brown and his team show that PCL is a dedicated community ambassador and we look forward to working with them again in the fall and in the years to come,” the United Way says.
Notably, (from our perspective) the United Way invited us to their Community Builders gala in Ottawa on May 19. I passed the invitation to Ottawa publisher Daniel Smith and his fiancee. Are these community/charitable events worthy and effective networking environments? Of course.
Where may be the best place to co-ordinate community giving, sharing and contributing? Consider the power of co-ordinating charitable events and activities within the context of your relevant trade and community associations, especially among current and potential clients. Better yet, learn which community and charitable causes your potential clients value the most and put your heart and soul into support for them. You don’t need a lot of money to do this — your time and “sweat” (and creative ideas) can often mean more than cash contributions.
However, be warned that if you engage in this giving with a manipulative and “quid quo pro” expectation of return attitude you will likely be disappointed. You need to be unconditional in your generosity to succeed.