ICAEW.com works better with JavaScript enabled.

Coffee culture

Can going for a coffee with contacts really transform your Influence? It’s a good start, says Andy Shambrook.

Something I have noticed during the course of training people in finance, sales and marketing is that whatever you do in life, it is always ‘selling’; influencing someone to choose you, your ideas or your products and services. But how is real influence won?

Build strong relationships

The first and most important step is to build a strong enough relationship with those you want to influence. As a business partner you might want to go for a coffee with the sales or marketing director and get to know them on a personal level. The same plan might work for a salesperson wanting to influence their customers.

As a marketer you may want to reach your consumers. It’s hard (and expensive) to go for a coffee with your entire target market. So you might reach them through social media, giving them content they value for free. Or by buying some of them a coffee at consumer listening sessions.

Find out more


Full article is available to Finance and Management Faculty members and subscribers of Faculties Online 


To read the complete article, join the Finance and Management Faculty or subscribe to Faculties Online.