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You need credibility by association Maybe you're hitting credibility hurdles when trying to sell into large accounts. One of the startups I worked with was selling complex IT infrastructure software. On sales calls they were repeatedly shut down, as they couldn't point to an equally large and complex client configuration. They needed their first big account—then others would follow. I introduced them to the then chief information officer of Cisco, who did due diligence on their technology and approved an internal trial. Later he became an advisor. Think having his name on the company's advisory board helped? Oh, yes. It was exactly the credibility boost they needed. |
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You need contacts outside of your industry and you don't know anyone. A friend and member of my LinkedIn network recently contacted me. An entrepreneur in his network had been searching LinkedIn for a way to get in touch with me. My friend vouched for the credibility of the entrepreneur. He and I then exchanged e-mails, spoke on the phone, and now I am helping his startup: an animated film production company. |
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You're the head of a company and you need a sounding board. It's lonely at the top. CEOs and other leaders can't exactly confide their fears to staff. I am repeatedly contacted by clients at critical junctures or with sensitive challenges. We work them out together, and with total confidence. And if I can't find a solution, I'll find someone who can. |
Why Do You Need Advisors?
Their high-powered advice for your business can prove vital. Here’s how to go about getting it
By Christine Comaford-Lynch
Advisors can be friends from the trenches who've been on the business battlefield longer than we have, friends from a different industry or field who provide a unique perspective, or seasoned or high-profile executives who lend you credibility, thus helping you secure customers, financing, or an introduction. Wherever they come from, this Playbook explains why they're so crucial.