It’s all RELATIONAL

The number one objective of this game is to get and keep customers. So, the question becomes; what is your strategy for getting and keeping customers?

By building a “network” of people who think of you first when they think of your industry you begin to become “top of mind” therefore increasing the likelihood that those people will tell others about you when the opportunity arises. You need as many people telling as many people about you as you can have. This only happens intentionally when you seek to get new customers through a system that manages the relationships in your life. Remember the saying, “For every person you know, they know 200 people you don’t know.”

Always remember, there are only 3 types of customers (Reichald) and they are: Promoters (those who love you and refer you), Passives (those who are lukewarm about the experience with you telling no one about the experience with you), and Detractors (those who detract from your perceived value in the market) based on their experiences with you. Strive hard to build Promoters, or what I like to refer to as Advocates, by advocating for others and moving the needle up the ladder as WOWING people in today’s market is increasingly difficult and easier at the same time. The Paradox is that some people are WOWED by little things while others require lots of attention.

Look at this as a game, a game to accumulate the most relationships you can by adding value to as many people as you can in ways that make you unique, or stand out. To do this you must have an idea of what the “best” look like and what your competitors do on a weekly basis. Who are the people who have transformed your industry through by-passing some of the old, antiquated ways of doing business with new systems, new strategies, and new ideas? Some refer to this as “creative destruction- the washing out of old ideas with new innovative ideas.” The person with the most relationships WINS as they will be referred the most as the law of the harvest always wins, and it tells us that themore value we add to the world, the greater the reward we receive.

Look at your Relationship Management System as organic, constantly growing, and something that you must tend to weekly and on an ongoing basis, not just every once in a while.

Create a list of 25 advocates (a person who values you and is a fan of your work)

Touch these advocates 2x per month (minimal via e-mail or phone call)

See these people FACE to FACE 4x per year

Circulate “monthly” at a minimal of 2 events where your advocates circulate

Once you accumulate 25, add 10 each time

Use creative touches and a system to managing when you touch them (Constant Contact, Emma, etc.)

Send a gift to your advocates and think of them in special ways as THEY are the LIFEBLOOD of your business. These people are your biggest fans.

Have special parties for your advocates (Football, Fishing, anything) that puts people in your vicinity.

Always have conversation with this group about their circles of influence who could use you.

Win and build new business with NEW sales.

Add to your Relationship Management System

WOW early and often by doing the UNEXPECTED. Remember to deposit TRUST into their Emotional Bank Account early.

Touch 2x monthly via e-mail (Constant Contact)

Touch 4x per year FACE to FACE

Offer a gift 2x per year that is creative

Always engage this group in conversation about people who could use your services that they know. This will create leads and lead you to “The Connection Game”

Sit down and target 25 people you would like to know based on their success or influence.

Contact those people and say “I would like to learn from your success.”

Ask this question- “What breakthrough relationships do I need to cultivate to win” in life?

Each week work one to two of these relationships. Plan weeks in advance as Movers and Shakers are busy.

Add to your Relationship Management System.

Touch 1x per month.

See Face to Face 2x per year.

Send Thank you gift after initial visit.

Join a board, join the chamber, or join anything!!!! This is where more people get to know YOU.

Always remember, every town is built on “Influencers.” Get to know them and your business will expand.

Ask this question- How do you generate Leads? Possibly through the above strategies but what do you do with those leads when you get them? Most leads are LOST in never never land.

When you get a lead follow up promptly and quickly. Be prepared.

Understand that 80% of sales happen after 7-15 contacts with the potential suspect.

Understand that everyone goes through this cycle:

At each phase of the game you need a system. For example: