The Golden 15

“You can withstand any social situation for two hours”….

That is the wisdom and sage advice handed down to me from my mother, who received it from the mother of her dear friend.  Time and time again, I think back to that advice when faced with demands on my family's already busy schedules. 

In my career as Corporate Outreach Specialist for Redwood Living, I find that the same concept holds true across relationship building with major national partnerships.  I refer to this as “The Golden 15”, or the 15 minute meeting “ask” you make when approaching a new client or professional relationship. Asking for 15 minutes of any busy executive’s time and not a minute more takes your business relationship from the coldest of calls to warm greetings in little time.

The most daunting task when approaching new business is sometimes the very first step, when that phone is pressed to your ear and you FINALLY have your target on the line…how do you convert the call into a meeting?  The approach is shockingly simple: ask for the first 15 minutes of your new contacts day.  For many this might be 7:30am, some earlier, some later.

Let’s be honest….what does anyone do in their first fifteen minutes in the office each day that cannot be set aside, delayed, or flat out cancelled….even on short notice?  If you ask for the first 15 minutes of a new client’s day, arrive EARLY and excuse yourself at exactly 15 minutes. Your reputation will skyrocket in the mind of your client, and your chance of getting a coveted lunch or hour meeting in the near future will be greatly enhanced.

It may take some practice and timing to get your message across in just 15 minutes, but consider the amount of information that is conveyed in each brilliant “TED Talk” (www.ted.com), many of which are timed to last exactly 15 minutes or less. 

Utilizing technology such as smart phones and tablets to keep your message concise and your schedule on time will be appreciated by your new client and will strengthen your reputation as a trusted new contact.  

The final and most promising part of “The Golden 15” is the unexpected.  I once asked for 15 minutes with Don Washkewicz, former President of Parker Hannifin.  Though I attempted to excuse myself out of respect for his time after 15 minutes, he insisted I stay and accompany him to several meetings.  That 15 minutes turned into years of a professional relationship that is more valuable to me than gold.

Keep in mind that “The Golden 15” works both ways.  When you are approached with a new idea that needs some brainstorming while you are in the middle of a busy project or asked to meet with a hopeful new vendor, find 15 minutes at the top of your day and invite them in.

Just as my mother reassured me that I could survive any social soiree for two hours, I am confident that you will be granted the first 15 minutes of your biggest targets busy day.  Plan, prepare, make your ask, and then turn those minutes into gold.

Written by Amy Litten, Corporate Outreach Specialist for Redwood Living