Evan Carmichael recommends The Fred Factor by Mark Sanborn, a story about a mailman who builds loyalty through small acts of service. Fred learns customers' travel schedules, greets neighbors by name, and consistently exceeds expectations, generating word-of-mouth referrals that Evan says entrepreneurs should copy.
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Hi, I'm Evan Carmichael, and welcome to another video edition of Ask Evan. In this video, I want to answer a question from one of my readers, Hubert, who asked me what my favorite sales and marketing book is. So I read a lot of books, I read a lot of blogs, I read a lot of articles, and try to share with you guys when I can. And right now, one of my favorite sales and marketing books is called The Fred Factor by Mark Sanborn. And The Fred Factor The Fred Factor is about getting more referrals, and I'm a big believer in trying to get referrals for your business. If you make your customers super happy, they're going to want to buy more from you and also introduce their friends and family to you so they can buy from you as well and get the same experience that they had. The Fred Factor is about a mailman named Fred and a resident in Fred's mail route named Mark, who's the author of the book. And it's about the great service that Fred provides Mark that's way above what you would expect from a regular mailman. So as an example, when Mark first moved into the neighborhood, Fred knocked on the door, introduced himself, and welcomed him to the neighborhood. And so, when was the last time your postman did that for you? Then Fred noticed that Mark was often away, he wasn't in his house a lot of times, and the mail started adding up. And he knocked on the door again and talked to Mark and found out that Mark was a speaker and was usually out of town, and asked for Mark's schedule so that he would know when he was in town and he would hold the mail for him until he came back in town. So that's way above what you'd expect from a regular mailman. And there's on and on and on stories about what Fred does to really stand out, and he loves his job, and he loves servicing his customers, and as a result gets a lot of praise from the people in his area. So the same lessons can be applied to your business, and looking for different ways you can really stand out, service your customers, and try to help them as much as possible, and love what you do. And if you do that, they'll buy more from you, they'll be more loyal, they'll refer a lot of friends and family on to you, and it's a great book to kind of inspire you to want to help out a little bit more to generate a little bit more referrals for your business. So again, it's Fred Factor. It is just over 100 pages, so a really quick read, and I would definitely recommend it for any entrepreneur trying to increase their sales and marketing efforts this year. So I hope that helped, Hubert. If you liked the video, please give it a thumbs up below, and we'll make more just like it. And I'd also love to hear your thoughts and feedback if you want to leave a comment below the video. And stay tuned for the next episode.
