Let us look at the most valuable of human experiences -- comfortable interaction and acceptance of other humans. Who does not want the respect and admiration of other humans? Yes, it varies, and people have preferences from whom they wish to get praise and camaraderie. But, in all echelons and categories, people want to interact with others that make them feel good while enjoying the emotional warmth in knowing time spent together is uplifting and worthwhile. Further, virtually all people know that even the closest bonds have limits. For example, it is well known, if one takes advantage of family members and or treats them with disregard; a time will arrive wherein one has worn out a welcome. In addition, if one goes on a date and is too aggressive, a second date will likely not occur. And, in business we all know that if we are unkind to a customer, the customer will go elsewhere to make future purchases. These social skills are known by almost everybody, but, when it comes to getting investment capital, it appears the vast majority of entrepreneurs throw out these most basic social skills.

Any person realizes that when seeking even the most basic of human interaction, there is certainly a need for fine tuned social skills. Think about the factors involved to get a date. They are relatively simple. Two people with common interest and an attraction decide they want to meet. Once interest and attraction are clearly present, the date is set and if a mutual likeability and common interest bloom, the relation may move to a higher level.

Now, we must look at a business person seeking funding for his or her business. Not only is there a need for interest and personality attraction, but also there needs to be vast trust and business consensus. An investor and entrepreneur must be congruent at many levels. Too often, I see the person wanting funding act as though an investor is a resource or product to be used only for obtaining capital, given a return on investment and released. That approach has about as much tact and appeal as being on a date and saying I only need a one night stand, it'll be fun. The fact is, most investors are looking for more than just a quick buck, they are looking for profit and comfort. A feeling they have placed their money with a person and business he or she likes and trusts. The modern investor also likes the thought of helping the entrepreneur and possibly having a positive social impact. And, above all, the investor wants to feel like he or she will know the company and its founder for years to come. In a nutshell, the investor must believe he or she will have a great friendship and business relationship that is highly profitable. The entrepreneur seeking the funding, too often makes the grave error of presenting an image of the hat-in-hand poor-boy asking for money.
Most entrepreneurs spend months or years researching, calculating gaining understanding of how to profit in a particular field. Unfortunately, most don't realize they are asking an investor to admire his or her business ideas, and be willing to place trust in him or her within a few phone calls. The investor is usually asked to make life changing decisions. Yet, the investor knows little about the entrepreneur's business and probably even less about the entrepreneur. How silly would a person be to go out on two or three dates and propose marriage? Now compare what an investor is being asked to do -- fork over hundreds of thousands or possibly millions of dollars essentially to a stranger on a short notice. Why do people do this to investors? When getting an investor involved in a business relationship, not only does it have ties that bind but much of an ongoing relationship is part of the decision. It is unlikely that anyone will fall in love at first sight with a person and even less likely they will fall in love with the person and their business at FIRST SIGHT. Court the investor as if he or she is the most important relationship you have, it may be!

BreadStreet Author: SJ Fortenberry

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Also published at Associated Content.