Sales - Finding Customers Clients And Recruits - Part 2

Let's talk now some more about how do you find, how to find these elusive people? They're going to keep you in business, the people who need your service, your product. How do you find customers, clients, referrals. Well, and this is part two. In part two, we're going to go and talk about referrals. Now, referrals fall along the way. You think this is different. But folks, how does everything work in the world? It's friend to friend to friend. That's the world goes friend to friend to friend. Let me ask you this. If you needed to know a new dentist, how would you find a new dentist? I spelled it both ways, didn't I? I'm gonna spell it friend everyway just to keep myself entertained here. How would you see, now you're going after friends. How do you go from friend to friend to friend? Folks, I got to keep myself entertained. I've only been doing this a million years. The world goes around because you talk to. You have friends. You like the way they think. You know, they know you. You're not going to agree with them on everything. They might like sushi and you don't like sushi. But if they come in and they say there's a great steak place in town or there's a great. You have kids and they have kids and they say there's a great either daycare thing or a great place to have a birthday party for the kids, you're probably going to check, at least check it out because they put in a good word for you. How do most people get it? So all of your goods and services, all of your professionals, the people like, let's see your doctors. If you need a good pediatrician, you need a good gynecologist, you need a new eye doctor, usually go to a friend because they say, I went in there, a good guy, that's usually all you need to give it at least a shot. Doctors, mechanics, schools for your kids, stores, restaurants. How do you find these things? You find it friend to friend to friend. So let's just say you happen to be a doctor, a mechanic, or you've got a good school, a private school maybe, or a nursery school, some type of thing, you know, a school for young kids or stores, you're trying to find more customers or restaurants. You got a business. Let's just say maybe you are a bookkeeper. Maybe you're, you know, bookkeeper, accountant, maybe you have a shoe store. Maybe you want to get into an apartment, you need a new apartment. You know, you sold your house. We're downsizing, where's a good place for apartments? And you're going to go and you're going to talk to friends. That's how people find things. And they say, well, I don't know, but I've got a friend who lives over there. They say good things about it. Now, if you're trying to get more people like the ones you already have already, again, similar market, similar kind of people, wouldn't you want to make sure you do a good job for the people who are already doing business with you and give them the incentive to say good things about you? See, that's where you wind up getting these new waves of customers doing a good job for the people already around. And if you're in direct sales, you know, if you're a. You run a regular store, you treat people right when they come in. If you have a gym, you know where, what gym membership. You want to make sure when people come in there, someone says hi to them. How you doing? Eating right, you feeling good? And something, you know, make friends with them, make it a social experience, make them feel warm, and they're probably going to feel good about it, come back and maybe bring somebody with them. But if you are in direct sales, where you have to go out and contact them, you want to get out and mix out and mingle and wind up asking people if they know of anybody who would be interested in what you're doing. And that leads. Sid works the same way in jobs. How do most people get a job? Friend to friend to friend? So here's how this thing works. It is icag, walk CAG or something. Here you go. I know a guy who knows a guy. That's how it works. I know somebody who knows somebody. We can find out for you. And I guess you've heard by now just about everybody in the world has heard of the six degrees of Kevin Bacon thing. This is something that came up probably 20 years ago. But the thing was, they said everybody in Hollywood, at every level, from directors to actors to cameramen to, you know, the people that extras, that some way they would have known somebody. Of all the movies that he's been in, there would be someone who knew someone who had worked with somebody, who had worked with somebody, who had worked with somebody. And you would not have to go more than six steps. If he's six, that would be five, four, three, two, one. And there is this maze around Hollywood of all these things. And you could pick anybody, anywhere, start with this guy over here and say, well, what have you acted In I've only been in one commercial. But on that commercial, the director was so and so. Oh, really? Well, that director here, he worked on another project, and there was an actress in that thing and right there. And she worked on another project with another actress, hair. And you wouldn't have to go more than six things before, bam. Somebody was directly new and had worked on a project with Kevin Bacon. And they take that thing and said that pretty much the world is so interrelated. Now, in a world of 7 billion people, probably 90% of the world, you yourself would be only six steps away from 90% of the people in the world. Somebody you know here, and they were in the army and they knew someone there, and then they knew there, and then they lived over and they were stationed in the Philippines, and then they had their friends across the street, were in Japan, and then back and forth, and you through that chain of people were all interrelated. So what does that mean? If you work the chain of friends, you can pretty much find your way to anybody in the world. So if you want to survive in sales, you use the system. This is how people get jobs in Hollywood. They go out, they interview, and it's a lot like what we do in the sales world a lot. When your direct prospecting efforts might not lead to success, but you wind up meeting people, you wind up making friends. And maybe what you're doing, it doesn't work for them right now, but things change. And down the road, either they might be interested or they might know somebody who's interested. And the bigger you build your network of friends. See, the key to success is a huge network of friends. That's why the whole thing about the Ivy League and being on the north side and east side of New York, you start right from the beginning. That's why there's such a feeding frenzy to get their kids into the right kindergarten, because they know right from the beginning, it's not that they. It's just they make contacts, they make friends, they get in the right clubs. So what you want to do as you go through is you got to do a good job, but you got to build your network of friends because sooner or later you might need their help. Now, as you're building a business, that's the same kind of thing. For your business to be successful, you want to have a big network of clients. So you'll have, like, if this is your business, you'll have a network of your clients. Then you have a huge network of people who have heard your thing and they're aware of it and they're not quite ready and they're future clients or if you're in a recruiting business, a future recruit. And then you have all the circles of people out there who they know because these are people who could put in a good word for you. They feel good about it, they know about it and they know all of these other people. So you can go through these circles to an unlimited number of people. And the way you do it is you ask, seek and you'll find, ask and it'll be open to you. So that's the thing. I know a person, you know, I know a guy who knows a guy. That's the way you, you, the world goes around. That's how 90%. Wow, 90%. Let's say at least 70% of the good jobs are found. They're not. You don't find them off bulletin boards. Some people do. You find some good people from these job placement boards on the Internet and dropping flight 10,000 resumes you send out. But most of it's going to be they know somebody or somebody works there know somebody. How do most people get their relationships? At least 70. We hear about all the success with all this online stuff, but you know where 70, 80, 90% of people find it? Friend to friend to friend, circles of friend. So why turn your back on this? Sure, maybe you do some of that other stuff, but don't put all your hopes and dreams on because it's low yield. And one thing is if you're in the sales business, the way you tap in, you can't let it happen gradually you tap in through referrals. Now let me tell you about this is going and making a system out of tapping. It's not who you can know, it's who they know. That's what will always make you successful because we always know a limited number of people. So one thing I would say about referrals is you would have to have to be successful. You, you need to think, I'm going to have to have a system for it. How can you get a system? Whoever's training you copy theirs. Because if they're any good, they're probably surviving, doing pretty well. And to do that they have to have a steady stream of new people. They probably got a great referral system. If that doesn't work, find the best person in the office making the most sales. Get their referral system. If not, get a tape or a book. The world is full of people. Ways to find out answers. Dig and but get yourself a system do not. You have to make it happen. You're not going to go in there. And here's how. The big rookie mistake most people make on referrals is they make a sale. They know that they need to tap into the goodwill that they built with that person to find their next sale. The most important one is the next one. And so you have to have a system for doing that. But here's what a rookie will do. They're so worried about making the first sale, they go in and, and right at the end they say, you don't. You, you don't know of anybody, do you, who might be interested? And so what is the client? You already told him what to say. No, we don't know of anyone. And so then the rookie goes back to the manager and says, you know, I'm just no good at this. Getting referrals. No, you're no good at it because you don't have a system. You haven't spent any time on it. You didn't plan for success. You've got to go in the door knowing that the last thing you're going to walk out with is not the sale. But those referrals and systems don't matter. It just matters that you have one and you can be comfortable doing it. And how do you know if you're comfortable? If you're comfortable, the shortest period of time making, taking that friend and getting in front of their friends and you could build a steady. The great thing is you build a steady stream of new customers, but you also build a network of friends. Because again, not all of these people get referred to are going to become clients right away, but they might down the road and they might be able to refer you to something. It's same way on jobs you can go out and interview one place. You can go out and interview one place and the person interviewing you might choose someone else. Six months later they may be working at a different place themselves, need somebody over there and then call you up because they remember you. Because why? Because you made a friend. If you want to survive in the world, folks, master referrals and give yourself. The bigger your network of friends, the more powerful you're going to be.