How To Love Growing Your Business
Without Ever Again Making A Cold Call
Do you know people who are turned off by the prospect of having to market their product or themselves? Are paralyzed at the prospect of talking to a stranger about their product or themselves?
Recently, a coaching client of mine, new to the real estate field, began her check-in by saying that even though many of the agents in her office were having their ‘best year yet’ this year, she and a large number of others were just barely getting by. She had decided go canvassing.
“I hate the idea of knocking on strangers doors so I will do what one of the top producing agent’s coach had suggested. Rather than asking them if they are thinking of selling, I will ask “Who do you know that might be interested in selling?” As she spoke her tone of voice changed and her speech pattern slowed when she got to the part of the opening question she would ask the stranger. I pictured both a terrified deer on the shoulder of a road, safe yet mesmerized by the headlights of a speeding car on a dark night, and the driver, tense and on guard to miss direct contact with the deer.
She was finding some relief by getting over the Lone Ranger principle and asking for help, and was doing so with the important question, “Who Do You Know That……..”. Yet, her efforts were much like standing on a chair to reach something just out of reach. That is a good foundation strategy as long as you are not constantly concerned with balance because one of the legs of the chair is weak or is missing.
I asked: “Would you like to learn How To Love Growing Your Business?”
We came up with and “balanced” her foundation with the following Best Practices Coaching. In one week, with no cold call canvassing, she realized three new listings and a Complete Partnership Referral (sm) commitment with two of her “professional friends”.
Four Best Practices for How To Love Growing Your Business
1. Develop Your “Elevator Speech”. Always position your product and yourself by who you serve and what results you produce…not by your profession. Do so in the time it takes to go from one floor to the next on an elevator. The intent is to get people to ask, “How do you do that? What would it take for us to work together? Practice, Practice, Practice.
Examples: “Hi. I am Janet. I am a Visual Merchandiser. I work exclusively with home owners who want to sell their homes for more than top market value.” (Then you can give a case example, a testimonial of how you have done that) Practice your “Audio Logo” everywhere, noticing people’s responses, fine-tuning, you yourself becoming comfortable and confident with your presentation. Use your “Audio Logo” everywhere…on your stationery, your web site, in your email signature, every time someone asks what you do.
(Check out our class listing at www.livingwell50plus.org for “How To Develop Your Unique Audio Logo”)
2. Leverage Your Alliances
Be the consummate detective in finding and developing resources to contribute to other people’s success.
Examples: In this my real estate client’s case, she updated her respected and trusted 100 professional “friends” she knows and she would willingly refer to any of the homeowners she meets (and, they in turn, could refer their clients to her)…accountant, lawyer, pool service, gardener, moving service, pet sitter, dentist, travel agent, specialist doctor, etc.. Call your top 25 (advocates), for a “Keeping in Touch” contact and ask, “I thought of you while reviewing opportunities for us to expand our businesses while helping our clients develop theirs. Who Do You Know Who is experiencing a transition and may benefit from our help in achieving financial peace? (Note…none of this was about listings or sales…only about being genuine contribution alliances.) What could we provide them that would be of value to them?
3. Create a Compelling Purpose.
Create an undeniable personal reason for sticking to your plan. Have “Goals with Soul”, those based on your core values that are chunked down to bite sizes; are so attractive that you are drawn to rather than pushed by them.
Examples: Promise your significant other you’ll celebrate your “milestone” accomplishments together. Celebrate frequently. Make “consequence” commitments with your business, professional and personal coach like “My spouse has permission to give me a one minute cold shower if I don’t _____.
Tie your values and life purpose vision into your work and people with whom you interact. “My (Virgil) strongest value is to “Be Of Contribution.” As long as I keep this value in mind, what I do will be attractive to you and me.
4. Strike While the Iron Is Hot.
Inspiration fades quickly, so take action right away or kiss the opportunity good-bye (listed last so you remember to do it first).
Examples: At all times, keep a small spiral notebook with you and write down inspired how-to ideas; or, record with your smart phone. Call two supportive people and commit to three action steps while you are emotionally unstoppable. Follow-up before days end with an email commitment and daily accountability action steps, results, next step reports to both of them. Have a tracking mechanism.
Go to www.livingwell60plus.org and download the Coaching Call Prep Form.
Virgil Beasley, Psy.D.
Coaching, Workshops, and Learning Aids email@example.com