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®

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®

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®

It sounded a little like……

“We sell hamburgers, fix your computer, arrange mortgage finance, design great websites, mow your lawn and also show you how to lose weight.”

Maybe I exaggerate a little….. yet I constantly hear people in small business try to claim a vast array of expertise and experience. And they do it so that they are sure not to “miss out” on any opportunity for potential business.

Unfortunately there are several problems with this approach:-

1. No-one actually remembers all those supposed aspects of their business.
2. Very few will actually believe that one person is really good at all those things.
3. Who wants to deal with someone whose attention is spread so thin?

For me, and I believe for most people, when I want expertise in a product or service area, I want to buy it from someone who specialises in that area – not someone who dabbles in it occasionally. I want to know that there will be a very clear focus from that person on my need.

So whatever your field, be it a product or service, let people know that you are a specialist in your field. That you are “the best” in your field. That you are the “only one” they need to talk to.

Let them hear you focus on one thing, even if it is one thing at a time.

Once you become known as “the expert” in any field, people from far and wide will come to you – and more importantly refer others to you – because of that fact.

And you won’t be “missing out” on anything… except maybe a lot of wasted effort!

The Referral Master ®

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