Mike Michalowicz asks his best customers which vendors they trust, then requests introductions. When he connected with a trading-desk maker through a client named Larry O'Friel, they collaborated on cabling solutions, and the desk company started referring similar clients to him.
Are there avenues for business owners to get into, I don't know, like small business organizations that help you find collaborators with your business? I mean, if you're thinking it's a necessary step in order to grow and cross-promote each other and things like that, how would you know where to look?
It's under our nose, but we don't ever think about it. You call your customers, your existing customers, and say, who else do you work with? They already have the relationship. And then they say, well, I work with a lot of other people. And say, well, who do you really love? And find out from them. Because what happens is when I find out, I'm going back to the old days, but I had Olmec, which was a computer company. Yes. And one of my favorite clients, his name was Larry O'Friel. I called Larry, I said, I'm your computer guy. I said, who else do you love that you work with? He said, oh, the Trading Desk Company. They're just great. They build specialized desks for hedge funds. I said, oh, that's amazing. I said, would you introduce me to them? 'Cause I'd love to learn more about them and collaborate with them. And I meet them and they go, oh yeah, we love Larry. And I'm like, I love Larry. So you have a common bond in that one customer. And they say, oh, we have other guys like Larry too. And I didn't say, oh, can you refer 'em? Can you give me business? Right, right, right. And somebody said, wow, Let's see what happens here. And we started collaborating and working together, usually in the common interest of Larry. Ah. We started installing the computers in a different way, the cabling in a better way at Larry's, so that when the trading desk company was changing the trading desk, and this is literally, literally a physical desk that they expand and change. Okay. When they were making changes, how we set up the wiring, it was a more stable business environment. The vendors installing the tables had less problems and they loved it. So then naturally they called us one day and said, would you want another Larry? Because they don't like their computer guy and we love working with you. I want to recommend you. Yeah. And I introduced them to other Larrys and said—
I think this is my favorite of your stories so far, Mike. I love the synergy.
