And in a recent article about an iPhone accident, David Bateson of PR company NewsBusiness writes about the same concept – having a product or service that people “just want”!

So what is it that makes raving fans out customers? And more to the point do you have any raving fans?

35 years ago when vegetarian restaurants were rare a young couple (john and Sue) opened one in Manly (Sydney, Australia). It wasn’t in the shopping strip, rather on the main road surrounded by office and industrial buildings. The name – Lentil As Anything!

Within 3 months of opening you couldn’t get a table without a booking except on Mondays. Of all the restaurants I have eaten in around the world I remember that one more than anything because they understood the “raving fan” concept.

When you arrived John would greet every guest at the door – no matter what he was doing when you arrived. On your second visit he even greeted you by name having remembered you from your first visit. And when you left, John would actually escort you to the door and thank you for coming. Everytime!

Mind you it didn’t hurt that Sue was in the kitchen creating the most mouth-watering meals and accompaniments.

What can you do to create “raving fans”?

Here are some suggestions:-

1. Ask the customer what they want! If it fits with what you are offering, give it to them. Just because it isn’t “on the list” doesn’t mean you can’t “change the list”!

2. Deliver what you promised – ALWAYS – and then give them one more thing that they don’t expect. I visited a restaurant in Rue de Huchette in Paris where the custom was a complimentary glass of chilled light wine as you sat down – totally free!

3. Create an experience that literally “blows them away” – that is so far “out of the box” that you can’t even see the box anymore. Apple have this concept down pat. Remember the store where I bought my last MacBook Pro from where all the staff (all 22 of them) stopped and applauded as I left the store? That blew me away!

Let me know how you go at attracting your “raving fans”?

The Referral Master®

You see the audience had been asked to introduce themselves for 30 seconds earlier in the programme and Rachael was listening.

She then challenged us about how we described ourselves.

One of the main thoughts in Rachael’s presentation was that, despite what we thought we did, we were all problem solvers.

So my question to everyone reading this is “what problem do you solve?”

The best way to build existing customer loyalty and to attract new customers is to be a problem solver. And you are in a perfect position to do just that – solve problems.

You don’t know all the reasons why ideas won’t work.
You are not locked into old paradigms.
You are not emotionally attached to solutions.

When you become a problem solver for other people you start to become indispensable.

So when next someone asks you what you do, how will you describe yourself?

The Referral Master®

• Attend as many events as possible – more is better.
• Get as many business cards as possible – 20 or 30 is excellent.
• Exchanging cards will get you business so take plenty.

Yet all of these (and many other myths) overlook one vital aspect. Networking is about people and people like to feel valued.

Fast pace and quantity may work well with “speed dating” but it certainly does not work with networking.

Networking is about making a connection, something you don’t normally do in 60 seconds.

So it amazes me when people say “networking isn’t working for me”. Very often the thing that isn’t working is the person doing it.

To make your net works you need to do the following:-

1. Set a goal for each networking meeting – I suggest a maximum of 5 good connections.
2. Have a follow-up plan…. and do it. Plans without execution are just vacant words.
3. Turn those “networking connections” into “real relationships” by investing time and remembering each one is a person, not a number.

For more tips on making your Net Work, go to my website – there is a wealth of useful material to help you grow and develop your network.

The Referral Master®

I am sure that if we asked their competition they would say exactly the same thing. So where is the difference?
In today’s marketplace giving your customer things like “great customer service” just doesn’t cut it anymore. In fact, if you think about it, that is what the customer paid for!

So how do you go about “standing out from the crowd”?

In New York City the Naked Cowboy certainly understands this concept. What amazing brand recognition he has created simply by doing something no one else had done. In an often “bland world”, he stands out from the crowd for all sorts of reasons and has gone on to create a worldwide business.

So here are some tips on creating an image that is DIFFERENT from the competition:-

• ask others for ideas – form a think tank or mastermind group just for you – in 2005 mine resulted in the idea of International Networking Week
• be outrageous – bland never stands out and fear of what people might think will defeat you – imagine the Well Dressed Cowboy V The Naked Cowboy
• get a mentor/coach – they will give you new ideas and reasons not to reject ideas outright – that will ensure you stay the same

A guideline for all ideas could well be “has someone done this before in exactly the same way”? If not then try it!

The Referral Master®

And by leaders he does not mean dictatorial style; he means people who know and understand their clients and are confident enough to speak their mind and say directly and honestly what they feel is right for the client. No beating around the bush in the hope that something you say the client will agree with.

Jay Abraham is the world leader in marketing advice. So when he speaks I listen.

So how do our clients see you?

Are you the leader they rely on for honest advice when challenges arise? Do you tell them what you think needs to be done even when you know your advice may not be palatable? Or do you say what you know the client wants to hear?

My website is designed by Admission. They call themselves a Digital Marketing Agency. The reason I continue to use them is simple – they are leaders. They research the market in which I operate and give me fearless advice, much of which I would never have thought of. And they don’t concern themselves whether I will like the advice or not because they are leaders in their field.

So here are three key things to do for your clients so you stand out as a leader:-

1. Don’t dump information on them unless you tell them what to do with it and why you are giving it.
2. Make them your centre of attention by getting to understand their challenges at an emotional level, not just a rational one.
3. Present solutions, not strategies. Your clients are looking for leaders who are bold enough to tell them what to do with credibility and authority.

So what things are you doing to ensure your clients see you as a leader?

The Referral Master®

The newsletter quoted the example of a menswear store in New York who adapted the US car campaign of “cash for clunkers” by saying that anyone who bought in their old suit would get $100 off any new suit AND the old suit would be donated to charity.

So my question this week is what are you doing to stand out from the crowd of competitors?

How creative are you at marketing your product or service so that you are seen to be different?

Here are some tips that may be useful:-

1. Read what businesses are doing in industries that are different to yours and see where you might adapt and use in your industry.
2. Ask your network for creative ideas on marketing your business – they will see things you don’t.
3. Have an open mind as to what might work even when your initial reaction is to reject an idea.

As for me I am offering a $50 Gift Account on Send Out Cards for everyone who phones and asks about the 1 condition of that offer – 0420 319 035.

….. The Referral Master®

Think of the major companies who have simplified their message down to 3-6 words.

Nike – just do it.
Coke – things go better with coke
BNI – givers gain

Yet many small businesses persist in trying to tell people, sometimes even those who didn’t ask, EVERYTHING they do. A long list of features of their business that no-one remembers.

This approach breaks two major rules of marketing…

1. very few will remember more than the first 3 things you said
2. talking about features instead of benefits turns people off

In the early 1990’s I did four speaking tours of East Russia. While working through interpreters, one thing I learned was the need to speak in short phrases. Most people will simply not remember anything if you talk in long-winded sentences. Our short term memories do not retain large amounts of what I call “info dump”!

So what are you doing about making your message short and memorable?

Do you have a “catch phrase” or “memory hook”?

Can you tell me, in one sentence of less than 10 words what you do?

Is what you say expressed in terms of features or benefits?

….. The Referral Master®

• Going to a regular networking group,
• Making new connections,
• Looking to see who may be a potential source of business

So what do you do after the networking event? How do you follow up on the people from whom you have collected cards?

One of the things I have become aware of is that many people simply don’t follow up. And many of those who do follow up do so in a haphazard way. And if that is you what was the point of going to the event in the first place?

Here is an outline of an effective follow up plan!

1. Start by only making 4-6 connections each time. But make them effective ones where you spend more than 30 seconds getting to know the person.
2. Within 24 hours make contact. By email, phone, letter or card. I send a card (and you are welcome to try this service).
3. Follow up step 2 with a further follow up. I make a phone call where I seek an appointment.
4. Have a purpose when you meet. Mine is usually to see how I can help them and I offer something tangible to them (like a free e-book, access to my mentoring service, a CD).
5. Have a final goal in mind. Mine is to recruit them as a referral source for me by showing them what I offer.

So how do you follow up?

The Referral Master®

Some of the major sins are:-

1. Impersonal email addresses

Addresses like info@, admin@ and sales@ are far too impersonal. People do business with people so use your name.

2. Email addresses at the ISP address

A personalized domain name costs less than 5 cents a day so start looking like a serious business.

3. Name almost impossible to find

Your name is the most important item on the card so have it large, bold and in the centre.

4. Name so small it is hard to read

Same as item 5 – don’t hide your name with 6 point type in pale grey or silver. Use a bold colour that stands out.

5. No name at all

Believe it or not I have been given cards recently with no persons’ name so I have no idea who gave it to me, or who to contact. Your name is a must!

So remember that your business card is an introduction of you first and your business second.

If you want more go to my website and down load the e-book on business cards.

The Referral Master®

Watch the DVD!

Not necessarily!

Whilst being independent is a character trait that can help get and keep a business going, it can also work against you by making you reluctant to seek advice. And that can be dangerous as no-one has a mortgage on new ideas or better ways of doing things.

As an entrepreneur we all need to differentiate between being independent and in control of our businesses AND seeking advice that can both give us a different perspective and help us to clarify our point of view.

So here are some things that all entrepreneurs can do to help grow their business:-

1. Build your own referral team
2. Find a good mentor
3. Appoint a business coach

A referral team is easy to build as it is a win-win for everyone in the team. The Referral Institute runs a programme called Referral Pipeline which will show you how to build an ongoing source of referrals.

Appointing a mentor – or several – takes a little more effort yet there are many experienced business men and women who welcome the opportunity to help someone benefit from their experience.

A business advisor can be relatively inexpensive and will give you a better return than most financial investments if you just follow their advice.

Although some people will see these things as extra expenses – particularly in challenging economic times – they really are investments in any business.
The Referral Master®