More Clients More Profits

If you’re going to many networking events but aren’t getting the return on your investment of time and money, then you may be missing one critical ingredient.

Dr. Ivan Misner, founder of BNI (Business Network International) and contributor to my More Clients More Profits Workbook, coined the phrase VCP (Visibility + Credibility = Profitability). His point is that, to be profitable, one must be much more than simply visible. One must also be credible.

Think about it. We’ve all seen the person at networking events who goes around glad-handing everyone. Perhaps he passes out cards. Perhaps he says hello, talks a little bit about himself, and then moves on. Sure, he’s getting plenty of visibility, but is he building credibility? I doubt it.

The answer is to not only have sufficient visibility, but also build credibility with those you get in front of. You might do this by asking those you meet how you can help them. Perhaps you can ask to meet for coffee on another day so you can get to know each other. It could be as simple as following through on your new by sending a “nice to meet you” card, note, or e-mail.

One of the most powerful ways to begin to establish credibility is to focus your networking conversations on the other people. They immediately recognize that you are not a taker, but a giver. Of course, the usual facets of business that build credibility still hold true, i.e. providing exceptional customer experiences, good products, strong value, etc.

So if you’re out there networking (AND YOU NEED TO BE), be sure you are also taking the time and effort to build your credibility. You will love the return you get on your investment.

According to the University Hospital in New Jersey, The Golden Hour is defined as the time period of one hour in which the lives of a majority of critically injured trauma patients can be saved if definitive surgical intervention is provided. The Golden Hour that I will be referring to is not as critical, although it may breath life into your business.

The idea of the Golden Hour that I’m writing about is to put one hour aside each week. That’s right, one solid hour. An hour when you are not going to answer your phone. An hour when you are not going to look at your e-mail. No texting, no browsing. I know, I know, after the shock of not having contact with the outside world for a full 60 minutes, you’ll think you’ll need the medical Golden Hour in order to survive. Guess what, you’ll be fine.

The thought is that once you block out this time, use it to accomplish objectives. One is to market your business. Another is to help others market their businesses. Use this time to send out those note cards you’ve been meaning to send. Review your list of clients who you haven’t talked to lately, and create a plan of action that will reopen communications. Determine how you can get referrals for your referral partners. Once you get going, you’ll be surprised how much comes to mind when you don’t let distractions interrupt you.

You can block out the same time each week for the next 52 weeks. (That’s the way I do it.) Or your can block out a different time each week, depending on your schedule. The time you block out isn’t the important thing. The important thing is that you actually do it.

What do you mean this all sounds great but you can’t find an hour to do this? If that’s true, then you can’t possibly take on another client. And if the latter is true, and you’re not making the kind of profit you want, then there is much to be done on your business.

So block out that time and block out the distractions. Use your Golden Hour to build the profitable business you want to have.

For something that takes so little time, testimonials provide a tremendous amount of marketing power. Is this one of the marketing tactics you have been using? If not, you may be missing out.

We all know how effective referrals are. Well, testimonials are a close cousin to referrals. So close, in fact, many people view them as being just as advantageous, if not more so. You see, referrals come about when the opportunity arises. Of course, we can set our minds to making referrals come about for others, and often they do. But we are not in complete control. With testimonials, however, we have total control. We can write a testimonial for others at our choosing.

The reason we can write testimonials when we want to is because we are not limited to any specific topic. Any is fine. Of course, the more the topics resonate with their receivers’ prospects, the more powerful they are. You can write about the work they have provided you or someone you referred them to. You can write about something they have done in the community. You can write about how you admire their professionalism or their desire to help others. The ideas are almost endless.

There are benefits for you, too. The people who receive testimonials are appreciative and want to return the gesture. Don’t be surprised if you start receiving referrals from them. Then there’s the exposure. Most people include the testimonials they get in their marketing materials and on their web sites. They also often frame the most special ones and hang them in their offices for others to see. As a result, your name and company are exposed to people who may otherwise not have heard of you. You never know where this may lead.

Make time every month to sit down and look through your list of contacts, business associates, clients, and others. Determine for whom you can write testimonials. After a while, this will be second nature for you and others will greatly appreciate your consistent efforts and the recognition they receive.

So often we hear and read about our web sites being silent salespeople, always at the ready to tell visitors about our companies. Well, web sites aren’t our only silent salespeople. In fact, there is one that has been around for decades. It’s inexpensive and can be responsible for many people visiting your web site and/or doing business with you.

This came to mind last night at a mastermind group I facilitate. One of the members mentioned that his silent salesperson had initiated a transaction two days earlier. I chuckled to myself because I realized that I had my silent salesperson sitting there with me as he was telling the story.

The funny thing about this “employee” is that it is widely implemented in some industries and barely used in others. Some people use it sparingly, while others — like me — use it as much as possible.

So who is this silent salesperson — this employee who works so diligently in your favor? It’s your logo. Well, not just your logo. It’s your logo on your shirts, your attache case, your laptop cover. etc.

In the case of shirts, for years service companies have been having their shirts embroidered with their logos. In fact, many service people never leave the house on a weekday without wearing such a shirt. Come to think of it, I believe the person at mastermind wears a shirt with his logo on it seven days a week. It may be a button-down oxford, a polo, or a t-shirt, but his logo is prominently displayed.

As for me, I have about 20 shirts with my logo on them. Quite often, the shirt I wear under a suit has my logo on it. During the times I have the jacket off, my logo silently demands attention and has prompted more than a few people to ask about my business.

Do you wear shirts with your logo on it? If not, is it appropriate to do so? If it is and you don’t have any, how soon are you going to get some? What about hats, laptops, bags, anything that you can wear or carry that proudly promotes your business? You’ll be amazed at the success this marketing tactic has to offer you.

I attended a networking event last night and made several new acquaintances. After speaking to these business owners, I realized that I had witnesses a hat trick. If you’re not familiar with the term “hat trick,” its original meaning refers to a hockey player scoreing three goals in one game. Now it is often used in reference to just about anything in sets of three.

Back to the networking. When I meet businesspeople, I am very enthused about learning more about their companies and, if at all possible, referring business to them. In order to accomplish this, I need to know a few things about their businesses, including their target audiences and how they differentiate themselves from their competitors. So last night, I asked each person these questions, and that’s when the hat trick occurred.

One person told me that he provides quality service. Another person told me that his company has integrity. Yet another person said that her company has the lowest prices. And there you have it … a hat trick!

These three “differentiators” actually aren’t differentiators at all, and here’s why. Saying that one provides quality service tells us little. First, quality service is subjective. It means different things to different people. Second, this sounds much like what his competitors would say.

This brings us to the “integrity” differentiator. This has little to no effect because the business owner’s competition is not out there promoting that they do not have integrity. Saying similar things as your competition results in people seeing no visible difference.

This brings us to the person who claimed her differentiator is having the lowest prices. First, it is difficult to always have the lowest prices, so this isn’t always true. Second, does her company have the ability to sustain a viable business with the lowest prices? Third, if all the company has to offer is the lowest prices, isn’t it making itself a commodity as opposed to a desirable choice?

Here are my questions to you? When someone asks you how you differ from your competitors, how do you answer them? Do you answer in ways that are meaningful? Do you answer in ways that people understand? Do you answer in ways that instantly separate you from others in your industry? Do you provide the means for others to refer you? If not, rethink your answers. They should:

- be meaningful to your target audience

- be easy to understand

- make you referable

Accomplishing this provides you with your own hat trick — a better and more profitable one than your competitors.

Are you using both sides of your business cards, or are you wasting 50% of the real estate you paid for. As a marketing coach, I see leaving the back side of business cards as a waste of valuable space. When presenting your card to someone, you have the opportunity — possibly the only opportunity — to give them information. This could include your name, your company name, address, phone number, and e-mail address. Or it could also include a special offer, a menu of your services, or other information they would use to make a decision to further interact with you.

How adamant am I about this? Let’s do this. The next time you are going to have your business cards printed and utilize only one side, send me the file and I’ll have the cards printed for you … at my expense. As part of the deal, I’ll have my info printed on the other side. Is it a deal?

Jeanne (my wife), Sophie (my basset hound) and I just got back from a vacation in the North Conway, New Hampshire area. We had a wonderful time, and it began when we arrived at the Village House, a bed and breakfast in the village of Jackson.

We selected the Village House because it is listed as a dog-friendly facility. It was that and more. Our hosts made the three of us feel welcomed from the moment we arrived. After checking in, the first thing we did was take Sophie’s bed from the car and move it into our room. There was no need, however. A dog bed was waiting for her. Then we noticed that two seemingly-new dog bowls were also there for her. How thoughtful this was.

They had us. Not only are the owners of the inn — Sally-Anne and John Partoon — animal lovers, but they also understand that people who travel with their pets are close to being — if not actually — fanatical about their pets. Please the pets and its almost impossible not to please their owners. As a result, I have told numerous people about our experience at the Village House, and we’ve been back less than one day.

So here’s my question for you. What is it that you can do for your clients that will get them talking about you? You can determine the answer to this in a couple of ways, and I suggest both. One is to stop thinking like a service / product provider and start thinking like your clients. The other is to simply ask your clients. It’s that easy.

The point is to get your clients raving about you — telling just about anyone who will listen how you go above and beyond. At that point, the amount of word-of-mouth marketing you garner is sure to steadily increase.

Here’s to your success!
Peter George
Creator of the More Clients More Profits System

Jan 14NETWORKING TO BUILD YOUR BUSINESS

Jan 26
AMERICAN MARKETING ASSOCIATION LUNCH AND PRESENTATION

Jan 26
I SHOULD START A BUSINESS, SHOULDN’T I?

Jan 28
HOW TO BE THE RECOGNIZED EXPERT IN YOUR FIELD AND HAVE PROSPECTS COMING TO YOU

Feb 2, 9, 16, 23 (four week course)
HOW TO CONSISTENTLY ATTRACT MORE PROFITABLE CLIENTS

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Are you tired of setting goals and then putting them in a draw? Do you wonder how others achieve their success? If so, this is the course for you.

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