Why I Often Eat Lunch Alone

Is it only me or have you noticed that, at least among up and coming entrepreneurs, “Let’s do a JV” has become the 21st century version of “Let’s do lunch”?

I’ve got nothing against joint ventures (nor against eating lunch, for that matter).  But it does kind of put me off to hear these invitations to team up handed out like Kleenex. 

I take my business seriously, and I’m very proud of what I offer my clients.  Quite frankly, I’m not willing to partner with just any Tom, Dick or Harry who may be looking for an easy way to spread the good news about his own services.

Joint ventures and collaborations can be a fabulous strategy to increase your visibility.  And they make a lot of sense when you and your potential buddy share a similar type of client (and offer different products or services, of course).

They can also be a great way to uplevel (I know, it’s not a real word, but you know what I mean) your colleague base.  Contacting JK Rowling (of Harry Potter fame) or Deepak Chopra or some big name in your field may be scary, but when it comes right down to it, they’re looking to grow their business just like you.  So why not give it a go?

The catch is – you can’t pose the question casually.  Like wooing a client, you’ll have greater success if you look at this as a long-term relationship.

If you ask me to lunch, or to an alliance partnership, I like to know the answer to these 3 questions:

1) Do you mean it, or are you just blowing hot air?

I want to know that the request isn’t just the entrepreneurial equivalent of “Let’s keep in touch” at the class reunion.  It’s important that you’ve given the idea at least a moment’s thought and aren’t just making an empty request you have no intention of following up on. 

The way to let me know that is by offering some staggeringly insightful comments about my business acumen - or at least knowing enough about what I do to ask relevant questions.

2) Do you have something of value to offer?

At lunch, this would be interesting stories or exciting political opinions.  In a business alliance, this means a product or service that will make my clients start panting with excitement.  Don’t be shy; be ready to let me know exactly why I’m going to want to share your stuff with my audience.

3) Do I like you enough to spend time with you?

This pretty much comes down to personality and you don’t have much control over my answer.  But, you can make it easy on both of us by being yourself in all of our interactions.  Phony or insincere (aka “professional”), even though it seems to be expected in many business situations, doesn’t actually make you more attractive to others. 

Let me see the real you.  The whole relationship will be on much stronger footing if you do.

So, bottom line, if you want to build joint venture or alliance relationships, look at them as more than just the latest fad in marketing.  See them for what they are – working friendships that benefit both parties.  And come to the table with the 3 key ingredients: sincerity, authenticity and value.