by Jack Perry
Human beings can live a long time without many things, including food, but they can’t live long without water. It’s the same in business. You can have the best procedures, the best-looking product, and the greatest ad campaigns, but until the rain comes down—the deep-pocketed new clients or the major accounts—you could find yourself in a long drought that can eventually dry you up and blow you away.
In many mythological traditions—Native American, Australian aboriginal, African, Asian , and ancient Greek—the rainmaker was revered for his ability to bring abundance, performing ceremonies in times of drought to bring the community the precious water it needed most for survival. Today’s rainmakers are sought-after professionals who bring in business for the others in the organization to act on. Consistently, they bring in the contracts, revenue, or business that gives everyone else the opportunity to practice their various areas of expertise.
As a leader, you must be able to spot potential rainmakers and develop them. The best rainmakers will have the following qualities:
Instantly likeable – Rainmakers will need to go into the community and appeal to the heads of major prospects and other community leaders, developing relationships with them to bring in business. A rainmaker has to have that elusive quality of “presence” or charisma, as well as immense amounts of energy. People must be drawn to them and enjoy being around them.
Trustworthiness – Rainmakers must quickly build and maintain lasting relationships and, eventually, trust. You need someone who can gain access to sources of business through prior contacts and relationships or because he or she is the kind of person who can begin forming a real relationship from the first moment of dialogue or communication. Because people feel they can trust the rainmaker, he or she gains greater access to those with the clout to give the business your organization wants and needs.
Confidence – Those powerful individuals rainmakers need to cultivate don’t intimidate or discourage them; rainmakers see themselves as able to take on any challenge. They see their prospects more as equals to be won over than as daunting superiors, no matter how powerful. They have a job to do, and they know how to do it. They don’t spend any time worrying that they might not have what it takes to make the big scores. They have no fear.
Well-rounded – In addition to the need for intense focus on the goal, the best rainmakers can also think on their feet and meet the needs of their prospects, whether that’s knowledgeably discussing current economic trends, local high school sports teams, family matters, or whatever else interests the prospect. They’re adaptable in any situation. This requires a high level of intelligence and a quick wit to both nurture prospective clients and to counter any objections they present against doing business with your organization.
Strong self-image – A sense of their own personal power and confidence in their ability to persuade sets rainmakers apart from the rest. They have an inner drive or hunger, a need to satisfy their own ego needs for success. They want to be the best at what they do, and while not egomaniacal, they know what they want and what inner personal resources they can draw on to get it.
Positive outlook – Both persuasive and assertive, great rainmakers are never afraid to ask for the business and can perceive the critical juncture when they are most likely to get what they’re asking for. He or she must be a person who will not take “No” for an answer, and who understands that when bringing in new business, “No” means “Maybe.” If they’re rejected, they’ll simply find a way to come back in through another door. Their mindset allows them to understand that they need to give the prospect more reasons to say “Yes.” Rainmakers think big and believe anything they set their minds to is attainable.
Solid reputation – You want someone whom people in your community are happy to refer business to because of the kind of person they perceive the rainmaker to be. This encompasses the way he or she transacts business, how he or she has appeared publicly in the past, and how he or she acts in social and business situations with your community’s movers and shakers.
Courage of convictions – Great rainmakers can rally support and cooperation, convincing key people of the importance of their involvement in a project. They believe what they do is a major priority in their lives. It’s more than just a job to them, and their convictions fuel their ability to go out and ask for the business you and they want and need.
You’ll be Singing’ in the Rain…
Finding rainmakers for your business or organization can be a challenge. Clearly this is a tall order to fill—but it’s also the only way to move your organization into greater realms of growth. Whether you recruit rainmakers from outside your organization or cultivate your best people from within, you can develop their potential by providing models for them to study, those who have gone before them. As the saying goes, if you want to get up a mountain, the best way is to ask someone who’s been there. Once you’ve found and trained your rainmaker, break out the umbrella, because the business will begin to pour down! Come on rain.
Rainmaker from The Respect Factor® Series
THE RESPECT FACTOR® is a trademark of Jack Perry in the United States and other countries. Used with permission. ©2009 Jack Perry. All rights reserved.
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