• how to make better referral requests

• how to present an effective showcase

• what professions to target

Of course, I cover lots of other topics depending on their need. The more receptive they are to honest feedback and the more open they are to suggestions, the better. Most are fun and inspiring to both of us.

But there are those times where I have some tough feedback. Unfortunately (way too often),  I find myself asking: ‘Are you having any fun?’

Having fun in your business isn’t mandatory. However, having fun can get you through the hard times and the day-to-day grunge work too. If you’re not having fun it’s easy to get bored.

So, here are a few suggestions to add a little fun:

1)      Stop taking your business so seriously! Yes, your business is serious but taking it too seriously day-to-day makes you and your business heavy to you, your clients and your prospects! Does your seriousness come across as desperation? If you’re having a difficult time attracting new clients then the answer is most probably ‘yes’. Prospects can smell desperation as a dog smells fear.

2)      Learn to laugh! Laugh at your business, your mishaps, and your mistakes. Laughter is a great healer and a wonderful equalizer. Laughter and humor allows you and others to see you and your business as more approachable. Tell the embarrassing funny stories – they’re great stress relievers. I LOVE to share self-deprecating stories with my clients: it makes it easier for them to relate to me (with all my flaws). The thing is you’ve overcome those embarrassing moments and (now that you have) those stories have value. If you’ve overcome those moments, so can they.

3)      Think about what you’re attracting. If you’re not having fun are you attracting clients that you’re not having fun working with? When you have fun – it gives others permission to have some fun with you.

4)      Combinations Create a Charge! Combine personal interests with your marketing. Example: A financial planner years ago asked me how to differentiate herself from all the other financial planners. Her referral requests were just way too serious and bland. She’s an avid rock climber so I suggested that she combine the two. She now has fun bringing in climbing equipment to her REO team and she uses the analogies of climbing both rocks and a financial future. Aren’t they similar? Me, I love to drive and spend hours driving my little MR2 anywhere I get a chance to go. Much of my marketing and speaking is focused on road signs and ‘driving traffic’ to the small business.  This one suggestion can put the spark back into your business (and keep it there) because many people have more fun in their hobbies than they do their business.

So, if you’re not having fun in your business it could be costing you money! Get out of your comfort zone and have some fun. If you’d like a little help with how to do this feel free to contact me for an appointment by emailing me: ceo at reomeetings.com

Recently, I did a workshop on follow up and found that most of the attendees thought that reaching out to touch a prospect or client meant only two things:

1) Calling them

2) Meeting with them

In actuality most sales professionals are probably doing more than they think. However, you probably don’t have a repeatable system – so how do you know? And since there’s no system, you have to come up with a ‘new system’ for every single prospect. That’s stressful!

Below is a sample system after meeting a prospect (not just anyone) at a networking event. Your system might be very different (depending on your product, service, or industry) but below is an start that you can use.

1^st touch: Event – meeting them, qualifying them, getting contact information (business card). [I have a spreadsheet and I track where I met them. This gives me the ability to see what events I’m getting the best results from]

2^nd touch: NTMY email – NTMY: Nice To Meet You [I have this as a systemized signature email (ie: basically the same email that goes to everyone with possibly a minor change or two, it does include a subtle CTA (Call To Action)]

3^rd touch: phone call – ask for 2^nd meeting (an appointment or coffee)

4^th touch: Confirmation email – confirming your appointment or requesting a time (depends on what happened in previous call)

5^th touch: Appointment – answer questions, create rapport, begin relationship, reconfirm interest (at the appointment it is purely get to know them. It’s not about you. Ask a lot of questions about them and their business.)

6^th touch: Request to connect – Facebook, LinkedIn, Twitter, etc

7^th touch: Follow up email – recapping your appointment, giving information they requested, confirming or requesting time to show product/service

8^th touch: Product meeting – attends a meeting to ‘sample a product’ or see your office (this would be dependent on your business)

9^th touch: Thank you email – another signature email that includes benefits and sales info (how to buy, benefits of buying, etc)

10^th touch: Rinse & Repeat – whatever of these touches might need to be repeated and repeat and repeat

Don’t over complicate it but DO systemize it. There are two simple rules for the system:

Rule 1: Write it down in a place where you can add, delete prospects easily from the system (I recommend a spreadsheet but I’ve seen people that use sticky notes on a wall. Doesn’t matter as long as it works over and over)

Rule 2: You can’t change the system for every individual. If you change your system it’s only because you realize that (over time) you have one of the following:

a) Something in the system is causing stress. This usually means that you’re just not doing it. Get rid of that touch. Replace it with something else that doesn’t cause you stress.

b) Something in the system is missing. Your doing something regularly but it’s not being captured in the system and it’s causing you stress because you may not know exactly where to ‘do’ it at.

I’m amazed at how many intelligent, well meaning business professionals attend networking events to find business yet they have NO follow up system. They appear to be there to add to their ever growing business card collection. Hint: Business cards are worthless! They don’t grow in value by collecting or keeping them.

With that said, let’s talk about how to follow up with people you’ve met at a business event.

First step: have a system. Write it out. Put it on a spreadsheet, or make a bulletin board. It doesn’t really matter as long as it’s a system that works for you. If you have a CRM system use it; if not, try starting with Outlook. Don’t over complicate it, keep it simple.

There are millions of ways to follow up so get creative. Let your follow up reflect your style and working habits. It doesn’t need to be costly either. I had a friend once that sent a box full of play money and her card with a note taped to it. It was effective, definitely got their attention, and fun too!

Ask people when you meet them how they’d like to be followed up with. This can be as simple as: “Hey, I’d love to follow up with you this week, do you mind if I give you a call?”

Step two: How and when do you follow up? Here’s a few basics…

1)  Make a Phone Call – within 24 hours. First, it makes you look good and secondly it distinguishes you from everyone else. People don’t usually call back that quickly and it sets you apart from the crowd.

2)  Send a Note – send out within 48 hours. It should be handwritten!!! Yes, I said ‘hand-written. You don’t have to say much just a line or two and include your business card. Say when and where you met them. But DON’T make a sales pitch; it’s predictable and not a great relationship builder. It says “it’s all about me” and that’s NOT what you want.

3)  Send an Email – send out within 24 hours. Keep it short; one screen. Personalize if possible, but it should always be in conjunction with either #1 or #2 above. Don’t try to close the deal here – just simply make a touch that will set up your next step.

4)  Make a Personal Visit – If your prospect is in retail or office bound, this may be a great idea! If possible call to let them know you’re coming. DO NOT stop by uninvited expecting to get their time (this is cold calling not networking) unless they let you know it’s okay. Why should they stop their entire workday (or work moment) for your agenda?

5)  Text – texting is personal. Don’t use it unless the prospect’s told you it’s their preferred method of communication.

Step three: Rinse & Repeat – don’t give up. Studies have shown that it takes an average of 10 touches to close a deal. What’s a touch? Anytime you actually connect with the prospect in some way: make a call, see them, email them, etc.

What’s a Networking ‘Hit & Run’?

You can always spot them entering any networking event. The ‘Hit & Run’ networker is well armed with all their marketing materials: business cards, brochures, sometimes even contracts! Their hands are full. They scan the room looking for their first victim – YOU!  They hit you with their pitch and materials then run before they have to engage in your side of the conversation.

I recently attended a networking event in Knoxville where a young woman offered me the perfect example of a ‘Hit & Run’. She arrived approximately 15 minutes before the event ended. She quickly scanned the room and spotted me. She very assertively walked up and asked me; ‘Have you ever heard of [the company she works for]? I answered ‘yes’. Her response: hand me several marketing materials, her card and to start into her pitch about their newest and greatest promotion. I really don’t think she cared whether I had heard of her company or not. When she was done with her pitch, she quickly ‘dismissed’ me and went on to her next victim, leaving me standing there.

I’ve not seen her at a networking event since then. She’ll be one of those people that say “networking doesn’t work”.

Good networkers always ask you what you do. Great networkers ask you what you do first! Networking is meant to create mutually beneficial relationships for business – NOT to sell.

Avoid being a ‘Hit & Run’ Networker

Put others first! Ask about them; have a real and genuine interest in whom you’re talking with and how to connect them with those that could be helpful to them (professionally or personally). The more you help others, the more they’ll want to help you in return. The benefit to you: you become the go-to networker.

To Bring Or Not To Bring

Always bring business cards and pen. Be willing to share your business card but don’t ‘give’ it to anyone and everyone. DO NOT bring marketing materials, brochures, contracts, etc.

If You Network Well, You Never Need to Sell ™ 

Here’s What Happened…
I got a call from Joe* (who tells me he got my name from Ava*). Now, I haven’t seen or heard from Ava in 3 or 4 years. Joe* tells me that Ava thinks so highly of me and values my opinion, and that I’d be… blah, blah, blah (you get the picture). I quickly realize that Ava gave my name because my value in her list is pretty low. I’m disposable. Remember, I haven’t had any contact with Ava in years. During our conversation, Joe tells me he’s a financial planner located about two hours from Knoxville. I really didn’t want to waste Joe’s time as I’m sure he had lots of calls to make. So, I told Joe I had no interest. He ignored that and continued, by trying to set up an appointment here in Knoxville.

The Tragedy of it All…
What’s pretty sad about this type of “referral/lead/cold-call” is that it’s a “Lose-Lose” situation for everyone. Ava’s made it pretty clear that she doesn’t value my connection much – my loss.  Joe, however, has lost the most with this lead. 1) He lost valuable time on a cold-call he thought was a referral. 2) He’s also ready to lose a lot more time and money driving 2-plus hours to Knoxville to try to ‘sell’ me anyway. 3) He’s probably wondering why none of the so-called ‘referrals’ that Ava gave him aren’t panning out. So Ava’s losing credibility. Lastly, Ava’s value to me as a connection is also lost because our first “interaction” in years was a negative one. How different all this would have been had Ava just called to ask if it was a service I was interested in. In that case – everyone would have a win-win!

The Moral of the Story…
Just because you have a name, doesn’t mean it means anything. Qualifying a referral is the difference between a referral and a cold-call lead.

How to avoid this…
Call your contact ahead of time to ask if they need or want the services of the professional you’re about to refer. Confirm that it’s okay to give out their information. Let them know who will be calling and why. Also, let the person you’re referring to know why this referral is a good connection (“They need your services because…” or “They were just talking about wanting X,Y,Z product”, etc.)

The Win-Win…
If you call your contact – they think you’re a hero for respecting their time. You’re a hero for finding them someone that you’d personally refer. You’re the hero for not wasting anyone’s time. And you’re the hero on everyone’s part if it all comes together.

*The names have been changed.

One of the questions I’m asked most often is “Where should I network?” The simple answer: “Network where you have the best chance of meeting your prospect.”

Get involved with at least three of the following types of groups. You may already be involved in one or two and not recognize the group as a networking opportunity.

Networking Groups – There are two types of networking groups: Chambers of commerce and speed networking. The main reason people participate is for networking opportunities. It is classified as open networking: anyone can participate and you will find your competitors there. Chamber events usually have little structure while speed networking has highly structured events.

Interest Groups – There are seven basic types of interest groups: hobby, educational, political, homeowner, alumni, sports and athletic, and cultural. These groups vary as to how often they meet and in structure. However, they have one thing that is beneficial to the networking professional – they’re relaxed. So why’s that a benefit? Well, people aren’t there to do business yet people like to buy from people they feel comfortable with. Let members know what you do without trying to sell to them. Give a little ‘free advice’ on occasion and be a resource for members. But more than anything – enjoy yourself and get involved.

Professional Groups – There are a variety of professional groups ranging from single occupation to business associations to private clubs. These groups usually have membership requirements based on your occupation or professional categories. The benefit of becoming involved with these groups are keeping up with trends in your industry (or an affiliated industry); sharing of ideas; learning new skills; and developing friendly competition.

Gender Groups – This category consists of men’s and/or women’s clubs, fraternities and sororities, and fraternal orders. You may or may not find your competitors at these groups. The benefits of becoming involved are varied and personal to each member.

Referral Groups – These groups are closed contact groups meaning you have exclusive membership and will not have your competitor on your team. These include groups such as REO, BNI, LeTip and various independents. Before joining one of these groups look at who the target market is of each of the members NOT the members themselves. Also look at the quality of referrals (ask to see the copies of the referrals passed that day).

Service, Spiritual & Support – Groups in this category include charitable groups, support groups and religious groups. Doing business at these groups is frowned upon (if done openly and aggressively) however, business is done within these groups every day. Join them for the community connection, do business as a side benefit.

You may reproduce this information in any electronic format as long as you include the following: Author: Raeus Jae Cannon, CEO & Founder of REO, LLC (Referral Exchange Organization). www.reomeetings.com

Why did I fire him? Because he had an extremely negative attitude and was unwilling to try anything new.

Trying new things is why there are so many small businesses! But for some reason once a business owner goes into business they get stuck. They get stuck in their beliefs, their problems and stuck in a small set of solutions. Trying something new is not only scary, its risky.

Here are three things that are NOT risky that I recommend:
1) find a CRM system that tells you who your clients are and more importantly, who your prospects are (Microsoft Outlook is probably already on your computer sitting there waiting for you to use it).

2) create a system for following up with people so you know who, how and when to call (and especially what to say).

3) create a prospect list: keep it simple. List the people or professions or companies that you’d like to meet. Then reach out to the people you know to find who knows them. Then get them to introduce you. How hard is that?

If you’re having a problem with networking; making connections or growing your business – YOU MUST CHANGE! If you want things to stay the same – then by all means keep doing what you’re already doing. BUT if you want to grow your business then doing what got you here, won’t get you where you want to go. YOU MUST CHANGE!

Change your ATTITUDE!

Change your SYSTEMS!

Change is good, however to change an attitudes is nearly impossible. Changing one attitude is equivalent to creating a miracle. Would you like to make your business miraculous? Then CHANGE your systems and your attitude about your them. Don’t have a system? Make one and tweak it until it works for you.

In my last post, I said that a referral is when

1. the buyer wants the service provided, and
2. the buyer expects and knows the seller is going to call and when

The referring person (you) has already set up some level of trust and rapport by recommending the person they’re referring.

I’ve identified 3 levels of referral: 1) A recommendation; 2) A set up; and 3) A 360° meeting.

Here’s the scenario: you (the person making a referral to one of your contacts) have found that your contact has a need for a service. You have a great person to refer them to.

Referral – 1^st Level: A Recommendation

Let your contact know why you believe your referral is the best person for the job. Share personal experience or knowledge of their work. Tell your contact how long you’ve known the person you’re referring. The better you know your referral person, the more information you can give at this level. Now you have two choices:

1. Let your contact do the work and just give them your referral’s contact info for them to call later, or
2. Call your referral and save your contact some time trying to reach them later.

Referral – 2^nd Level: A Set Up

The set up can sometimes happen before the recommendation depending on the level of trust your contact has with you.

Set Up a meeting for your referral by calling your referral while you’re still with your contact. This will save your contact time and take something off their busy plate. Two possibilities here:

1. You reach your referral. Tell them the situation and hand the phone to your contact so they can make an appointment
2. You don’t reach your referral. Leave them a message with your contact’s information and the best time to reach them. Your contact will hear you setting this up. They know to why and when to expect the call.

Offering to pick up the phone is a quick and easy way to qualify shoppers from buyers. If they’re not really in the market for the service they will say something like “No, don’t call them now…don’t know that I’m ready yet.”

Referral – 3^rd Level: A 360°

This is the highest level of commitment and referral. Three people are present (you, your referral and your contact). Your job is to explain to both parties why you think they’d work well together. After your initial introduction and rapport building you are free to leave them to set up their next step. Keep in contact with both parties to see if you can help to close the deal.

Priority #1

Referral Source –make the best and most appropriate referral for your contact.

Referral Recipient –make your referral source look great by always keeping the contact’s best interest at heart. By doing this you’ll double your referral sources – your referral source will feel comfortable referring you again AND their contact now becomes a possible referral source for you too!

As we help each other to find more business, why would we want to send our valued referral partners into the dark, dark world of “Leads and Referrals and Cold Calls – Oh, my!” It’s a dark and dangerous business world out there full of “oh, just use my name” “I gave them your card” and “they’re going to call you” (just to name a few).

In many networking groups I often hear “I have a lead for…” and I just want to cringe! Why would you want to give a ‘lead’ to someone? After all, I can get (and give) leads from the newspaper, the phone book, or the computer (and so can you)!

The answer: because we’ve been taught 2 things:

1. That a ‘lead’ and a ‘referral’ are the same thing, and
2. That the best kind of referral is when someone gives you permission to use their name to get in the door

So what’s the difference between a ‘lead’ and a ‘referral’?

Lead: a lead is information that is given where the receiver still needs to set rapport, find if there is a need, budget, set up trust and convince the buyer that they’re the best company to do the job. The person receiving a lead is on equal footing with anyone else coming in off the street (cold call).

Referral: a referral is information given where the buyer wants the service provided, expects and knows that the person is going to call them and when to expect the call. The referring person has already set up some level of trust and rapport by recommending the person they’re referring. This is no cold call.

So the next time you ask for a ‘lead’ or give a ‘referral’ – ask yourself: “What kind of business do I want people to help me find?” If you want to make ‘cold calls’ then be my guest keep using the word ‘lead’ and I’ll keep giving you exactly what you asked for.

Next time I’ll discuss the best kind of ‘referral’. Meanwhile, share with me brief stories of when someone made a great referral for you…