The lifeblood of many businesses is their satisfied customer base. These are the people who can act as ambassadors by recommending you to others.
Other people who can also refer you are the contacts in your business network circle. Which is why you attend business events; to meet new people.
So now, your network is growing. You know lots of different business people and you are getting to know what they can deliver. And, of course, they are getting to know you and what you offer.
But does everyone know everything about you and what your business provides? And do you know all there is to know about your contacts?
You need to know all this if you are going to seize every opportunity to build even stronger business relationships, which results in more sales…
Create Your Referral Matrix
The simplest way to keep an eye on what is developing is to create a Referral Matrix. The concept is very simple. The Referral Matrix gives you an ‘At-a-Glance’ picture of the progress of your business relationships.
Do this for your own contacts and services/products and another for your contact’s products.
Let’s start with your services and products:
1) Take a piece of paper.
2) Draw a grid shape. You need enough columns going across to list all your products and services in the top row; show one product/service at the top of each column, starting from the second column.
3) In the first column of the rows going down list your contacts or customers.
4) Choose 3 different, strong, colours. One represents ‘Told’, another for ‘Sold’ and the third for ‘Referred’
5) When you tell a contact about one of your products; you have supplied information so you know he is fully aware of it, mark the colour for ‘Told’ against that company in the column for the specific product/service you’ve explained. (I suggest filling in a third of the box).
6) When a contact has bought that product/service from you add the ‘Sold’ color – you now have two thirds of the box completed.
7) When a contact recommends your product / service to someone else; ‘refers you’, fill in the ‘Referred’ colour.
Some of the boxes may have the Told and Referred, but not the Sold colour.
Now you can see, at a glance, which of your contacts do not know about some of your products (in which case you can inform them) and, just as importantly, if they have been informed whether they have bought from you or referred you to someone else.
Create a similar chart for each of your ‘Hot’ business contacts – those you have a close working relationship with.
By doing this you take a pro-active stance to recommending their services to other people you know and you’ll know if they offer something you may need in the future.
Taking such a close interest in your business contacts helps you build strong relationships.
What’s more you gain a good reputation for being the ‘person who knows who to contact’ and your business networking circle grows.
A Free Gift For You…
This works really well on a spreadsheet, such as Excel, using the conditional formatting feature. I have created a spreadsheet with the chart set up ready to use.
In fact the file, which I call the Opportunity Matrices, contains 3 spreadsheets: 1 to use purely for referrals within your business contacts circle, another to use for checking what your current customers know about everything you offer and the third is a Price Research spreadsheet. Use the latter to compare your prices against your competitors – it is a useful tool when you are launching a new product or service or revising your pricing structure.
I’ve also written a PDF file that explains how I created the spreadsheets – so you can do the same if you wish – and describes how to use them.
Get your copy using the request below (free and with no obligation):
You will be asked to confirm your request – I have to do this to avoid spamming problems.
~ Carol Bentley
technorati tags: selling techniques marketing business resources
Understanding the art of persuasion when you write your sales letter gives you an edge.
Understanding the art of reciprocity when interacting with people in your network of business contacts can bring great rewards – for both sides. (Check the content of the example letter I gifted you in yesterday’s post).
But it’s not just about understanding these principles, it’s about being genuine when you use them in your dealings with people.
And that’s a clear point Dr Robert Cialdini makes both in his book Influence – The Psychology of Persuasion and in his presentation on Power of Persuasion.
If you haven’t read his book I strongly recommend you get yourself a copy.
The ISBN numbers are:
- ISBN-10: 006124189X
- ISBN-13: 978-0061241895
It will help you write more powerful, compelling and persuasive letters.
And whilst you’re waiting for your book to arrive, take look at the video clips on YouTube showing Dr Cialdini’s presentations. Simple go to www.YouTube.com and type Cialdini in the search box for a wealth of video clips to browse.
And don’t forget to come back and leave your comments on what he reveals and if you have any experiences supporting his research.
~ Carol Bentley
technorati tags: business tips copywriting persuading people to buy
You’ve had a successful business networking meeting. You’ve gathered dozens, maybe more, business cards. You remembered to make notes on the cards to remind you about the person you met. Now what?
In my early years in business I’d attend business meetings or events and happily gather up the business cards being handed out. When I got back to the office I’d follow up with a few people, who I’d spoken to specifically, but the rest of the cards were put to one side.
Because I went to so many gatherings I soon built up a huge pile of business cards – do you do that?
The problem was for the majority of them I hadn’t got a clue who had given it to me (the names didn’t really mean anything) or what the company did (I wasn’t very good at making notes on the cards then either 
).
Sound familiar?
Follow-up is important and before you do that… it helps to get organised… and that’s what this technique helps with – I can’t remember who told me about it – but it works really well.
1) Sort through your cards and split into 3 distinct piles; Hot, Warm and Cold…
HOT: These are the people who you have arranged to contact, either because they want information from you or you have thought of someone you can put them in touch with or you need something from them. They are the people you are probably more keen to create a business relationship with.
WARM: These are the people who you believe you could do business with, either selling or purchasing, in the future. But you have no strong reason to contact them immediately.
COLD: These are the people who have no direct connection with what you offer; cannot provide a service or product you need and do not easily bring to mind anyone you could connect them with.
2) Take action with the cards you’ve sorted:
HOT: Contact each person and arrange to meet for coffee or a more formal meeting. Or drop in with the information he/she has requested from you. Or ask for the information you need from them. Remember, if you are supplying information personal delivery makes a good impression.
WARM: Write a letter or email to each person, reminding him/her where you met and what you talked about (actually what THEY talked about is better). Make sure your message talks about him/her and, if you do mention what you offer, make sure you write from their point of view and highlight the benefits your service or product provides.
Have a look at the example letter I give out when I’m speaking on this subject at a business event. Feel free to download it and adopt it for your business.
By the way - because everyone uses email these days, you really stand out if you send a personally written letter. Plus you don’t have to be concerned about whether or not your email will get through their spam filtering system.
COLD: There is no reason to keep these business cards – so discard them.
3) Keep a close eye on the progress you make with the contacts whose details you’ve decided to keep… create a chart that shows how you are developing the relationship. (See my next post: Refer, Refer and Be Referred)
~ Carol Bentley
technorati tags: networking business tips copywriting
How do you feel when you meet someone, perhaps a business person, who you’ve only seen once before at meeting… and they remember you AND your name?
It feels great doesn’t it? And, be honest, rather flattering too. And because of that you probably have more rapport with them.
Now let’s turn that around and say it’s you who always manages to remember people and their names. Do you think they just might be more interested in doing business with you? Or recommending you to their business colleagues who are looking for what you offer?
Here’s how to make remembering people easier…
When you are introduced to someone make sure you hear their name clearly.
- Repeat the name and ask if you’ve got it right.
- Check the spelling with them if it is unusual… they will be flattered that you consider them important enough to take the trouble.
- Repeat the name at least twice, silently in your mind, to give yourself a better chance of remembering it.
- Ask a question and listen
Listening is a Skill – Take Time to Develop It…
The challenge we all have is to silence or ignore our own thoughts. Especially whilst other people are talking.
How often have you drifted off in your mind whilst someone is talking?
Perhaps, like I used to be, you are guilty of finishing people’s sentences for them? It took me a while to stop that one, I can tell you! Especially with people who were more precise in their conversation and took their time to finish a sentence, it could be agonising for me.
Or if you don’t interrupt, perhaps you are busy thinking about what you are going to say just as soon as they stop to take a breath. Yep, been guilty of that too!
Guilty, that is, until I found this neat trick. Peter Thomson told me about it in the late 1990’s and it’s a real gem. He calls it Active Listening, which is a pretty good description.
It’s great for group meetings; presentations; 1-to-1 meetings; in fact any conversations at all.
Here’s what you do…
Repeat, internally, everything the other person is saying. I think you’ll be surprised at the unexpected benefit you get; here’s 7:
- You don’t miss anything important that is being said.
- You understand the communication better.
- You give the impression of being very interested in what the other person has got to say (well, you are, aren’t you?)
- Your reply, which you won’t be in a position to make until the other person finishes speaking, appears considered and relevant because of the slight pause.
- Your reply is more appropriate because you have completely understood the previous part of the conversation.
- You do not annoy the other person by interrupting them,and the biggest bonus…
- You can recall the conversation and important details more clearly, when you need to, at a later date.
By the way, it is a good idea to practise this technique in private or with a group of friends or business colleagues before ‘going live’. The other person will find it a bit disconcerting if you stare at them with a glazed look in your eyes. And they certainly will not be flattered if you move your lips whilst repeating their words internally!
~ Carol Bentley
technorati tags: business tips
Note: Please claim your gifts before 10.00 a.m. on Monday 26th November 2007. They will not be available after that date and time.
I decided I wanted to celebrate my first full month of blogging by giving you a gift; but what? What would prove extremely useful and valuable to you?
Because I don’t know exactly what business issues you are facing right at this moment, I had to think of something what would be useful to you regardless. And, of course, the other challenge I had is giving something that is valuable regardless of whether you provide a service or a product; sell online or offline; sell to other businesses or to consumers.
Which is why I decided on 2 gifts and I’m confident that you’ll be very happy with at least 1, if not both. You are welcome to take both.
Both gifts are downloaded as a zip file. Each contains a text file and a PDF e-book. The text file gives you an introduction to the e-book. The e-book itself contains the meat of the subject. Enjoy!
Gift 1
Service Sellers Masters Course – Because you visit my blog on a regular basis and you’re probably comfortable using the world wide web, I’m guessing you have a website of your own. If you provide a service then your web site can ( and should) be a clear source of new clients or customers.
This extremely easy-to-read 204-page e-book describes how to create a results generating website for service providers.
The e-book explains how your website should be set up to attract all the targeted traffic you need. And, even if you have a web company who designs and manages your web site for you, the insights this e-book gives helps you understand how your web site should be structured to give you the best results.
Get your Service Sellers Masters Course
Gift 2
Make Your Price Sell – This shorter e-book (54 pages) describes how to establish the best pricing for your product or service. Although it is aimed at e-commerce sites, the underlying marketing premise applies to any pricing decision; whether online or offline.
Get your Make Your Price Sell e-book
Limited Availability
Normally an anniversary celebration lasts 24 hours. However I’ve noticed I get visitors on Saturdays and Sundays, even though I do not post any new messages at weekends. So it would seem some visitors prefer to catch up at the end of the week, maybe you do?
That’s why I decided to make this a celebration weekend. If you are reading this on Saturday or Sunday you can still claim your gifts. In fact you have until 10.00 a.m. on Monday 26th November, which is when the PDF files will be taken down.
Enjoy your gifts and let me know how you get on with them.
~ Carol Bentley
technorati tags: copywriting marketing pricing web marketing business resources
Tomorrow is my blog anniversary. It will be one whole calendar month since I started this blog. And I want to say ‘Thank You’ for being a regular visitor (you are a regular, aren’t you?)
And I’m going to do that with two special gifts which are only available for this weekend – during my ‘anniversary’. So if you are reading this post after 10.00 a.m. on 26 November 2007 then I’m sorry – but you missed it!
Look out for tomorrow’s post announcement, when I’ll reveal what my anniversary gifts to you are and how to get them.
If you’re not already subscribed to get my blog notices it might be a good idea to request them now using the top right panel.
~ Carol Bentley
Before I get into this morning’s post, I’d like to say ‘Happy Thanksgiving‘ to my visitors from the US. I hope it’s a good one for you and your family.
Moving on. . .
Do you attend business networking meetings? Yes? Why?
Most people, when asked that question, reply “To meet people I could possibly do business with.” And yet very often these business people don’t prepare before the meeting or make the most of the meeting itself.
Here are 8 rules for making connections at your business networking meetings…
Before the Meeting
1) Prepare before you attend. Is this the right meeting for you? Will the people attending be either your target prospects or target suppliers?
2) What’s your purpose in attending? Do you want to find 3 new business contacts you can nurture for sales? Or do you need a new supplier for a particular product or service?
3) If possible get an attendee list before the event.
4) Go through the list and mark the people or companies you are interested in, either as a prospect or supplier.
At The Meeting
5) Learn as much as you can about the people you meet (see the article “Creating Rapport with People You Meet”). Find out how you can help them to find prospects (you create a feeling of gratitude and they make more effort to find contacts for you). Ask “Who/what is your ideal customer?”
6) When meeting other business people ask yourself “Do I know anyone who would be a useful contact for this person, as a prospect or supplier?”
7) Introduce people you have met to others you know at the meeting. Make it easier for them to meet people they don’t know… again they appreciate you and warm towards you. And, of course, the other person also respects you for your consideration.
Collect the business cards of people who you want to create a relationship with; prospect or supplier. Make notes on the cards: the meeting or event name, date & venue, any comments the other person made that could be useful and, if it is not obvious on their card, what their business is.
Remember it is more important to collect cards rather than give yours out. When you collect cards you stay in control because you can make the next contact. If you give your card out, you have to wait for the other person to get in touch with you – and that may never happen.
(Some of these actions will be familiar to you if you read my earlier post – it’s the same advice I give to people who are new to business networking).
The next most important activity is what you do after the meeting. Ah, but that’s the subject of a future post.
I mentioned in Monday’s post that tomorrow this blog is exactly 1-month old. I also said there would be a gift for my regular readers.
Actually there are two!
Make sure you see tomorrow’s gifts post – the post notice will be sent out at about 10.00 a.m.
~ Carol Bentley
technorati tags: business networking business tips marketing
Wedding planner: The recommendations you discussed here are really useful. It abso...
Samantha: That is kind of hard of a bargain when monetizing online. That wa...
Lynkez: Dear customer, to effect reliability and a sustainable flow we he...
Nancyshanice: handling your customers well is something very nice, because you ...
Carol Bentley: Hi Brian, (sorry for the delay in replying, your comment got bloc...
Brian Moseley: When I open your RSS feed it puts up a whole lot of strange chara...