Susan Knox of Corporate Connections and I have known each other for at least 15 years, maybe more. She is a tenth generation Georgian, born in Atlanta, with an exceptional reputation and network. Although I have attended a few of her events over the years, we have operated at the periphery of each other’s networks. For the past six months, we have connected much more frequently. We found that our business models were complimentary. After exploring the potential synergy, I became her client, and she became a member of ITB Partners. That’s a topic for another post. I am so pleased to have her on the ITB Partners Team as her business is unique and her personal story is most compelling. In fact, I thought you would find her story so interesting, I convinced her to sit for an interview. This is the second installment of our discussion.
Jim: “You said, ‘it’s in your ‘DNA,’ and that you’ve had experience hosting events. How did you use that experience to create Corporate Connections?”
Susan: “Well honestly, it happened by default. It’s great that it happened. As a matter of fact, today I ran into Marvin Cosgrove who inspired me to start my business. He was the president of the Buckhead Business Association from 1999-2000.”
“I was in the wholesale jewelry business for 15 years. I owned a company called The Regency Collection. I loved it! But I saw that things were changing, as manufacturers were closing their factories in Rhode Island. Many people don’t know that Rhode Island was the jewelry capital of the World. But the factories in China and Taiwan started knocking off jewelry companies in the States. I saw the handwriting on the wall. I had an opportunity and sold my company in 1997.
“In 1999 I was asked to join the Buckhead Business Association Board of Directors. One day I suggested that we hold a Buckhead Business Expo. Marvin said ‘Okay, I trust you implicitly.’ So, I negotiated with Phipps Plaza to hold the event. The objective was to promote the members’ businesses and to attract new members. In 1999, there weren’t many places to go and ‘plug-in,’ as networking wasn’t what it is today. During the event, I was introducing people to one another. The members told me that I was better at introducing them then they were able to do for themselves. Many said, ‘here is my business card, and here are my marketing materials. We will pay you a retainer and a percentage of the deals you help us close.’ I had eight people (at the Expo) handing me checks in April of 1999, who wanted me to represent them.”
“It was fascinating because Business Development was not a common term back then, it was either Sales or Marketing. Coming from the Jewelry Business prepared me to do this (Corporate Connections). In the jewelry business, we held marketing events. I loved the events side, selling jewelry to housewives with my mother and my grandmother. It was so much fun. So, I thought it be wonderful to do what I love and create a high-end relationship business.”
“Over the years, people have asked me, ‘how do you monetize connecting people?’ My significant other said, ‘you picked the hardest thing ever to get paid for.’ The difference is, I am very direct and intentional, very proactive, and not casual. It’s my business model. It’s what I do every day. I really feel lucky to be where I am, because I have pounded the pavement, paid my dues and sat on boards. I have volunteered, helped fund-raise for non-profits, held events in my home, and have done many others for people who want to raise money. I think I am in the best place I can be in my life right now.”
Jim: “So, I am familiar with your Board, from which you receive an annual membership fee.”
Susan: “That’s called the Network. Those are people I want to be a part of my business so that I can look out for you all; knowing that you are my go-to people for new connections and to make sure that you all know each other, my inner circle. ”
Jim: “Are you still in the business of helping people who come to you looking for introductions?”
Susan: “Yes. I work on a monthly retainer (with those people) and there are certain deliverables that go with what I do. But the basics are the same. I publish a new client announcement to my network showcasing their businesses. It is something I plan to do for all my members. It is great exposure for you all as you are hand-picked, subject matter experts at the top of your game.”
“My clients are people who say, ‘Susan I really need serious business development efforts behind my brand. I’ve got to get plugged-in.’ They may be starting a new company and need help building their business, or they may be new to Atlanta and have been referred to me. They hire me for a couple of months, and I will put them on the map, providing direct access to people they need to know. As you know, they could spend two years, having coffee (meetings), meeting people one by one. Or, they can hire me, and I will plug them directly into the people they need to know, immediately.
TO BE CONTINUED…
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Jim Weber – Managing Partner, ITB Partners
I landed a new client this week, referred to me by another of our coaches. The client, John, had recently purchased a franchise for an online business. He reached out to us because he’s having trouble generating revenue. John’s an occupational therapist. This is his first experience as an entrepreneur; however, he has the presence of mind to know that he needs help. As we were getting to know one another over the phone I asked about the training he had received from the franchisor. He provided a brief overview but admitted that he wasn’t comfortable with some aspects of the Brand’s training, especially regarding customer acquisition. That revelation gave me a clear direction for our first meeting. There is obviously a disconnect between John’s desire to have a business and his willingness to follow the franchiser’s model for success. To be helpful, I must understand his rationale for acquiring the franchise compared to his personal strengths and interests.
Rodolfo Rosales
