1 person X 250 = Access to 250
10 people x 250 = Access to 2,500
100 people x 250 = Access to 25,000
“Wait a minute!” you say. “How am I supposed to GET access to those other people?” Easy. Always have your elevator speech (Unique Selling Proposition) visible… even when you aren’t working. For example:
- Have brochures with your elevator speech always lying about in your car. If you give someone a ride…there it is!
- Always have a brochure “accidentally” sitting by your front door… somebody comes into your house…there it is!
- In your boat…there it is!
- On reusable grocery totes…there it is!
- Get note pads made up with your business contact info and your elevator speech prominently displayed. Anytime you write a note or write down a phone number to give somebody…there it is!
- A lawn sign easily visible in your garage, (like you’re storing it) …there it is!
You get the point. When somebody asks you, “How’s business?” Reply with a mini-case study that revolves around your elevator speech. Tell them how you just solved a problem for somebody just like them. For example: “It’s great! Earlier this week I worked with a couple that just retired and was able to get the tax they pay on their investment income down to 1.5% tax rate. You should have seen their faces when I walked through how to cut their tax by 90%… it was priceless! Boy are they happy campers. It’s just a shame that there are so many people walking around that don’t know how to use Internal Revenue Code 72 to chop their taxes by 90%. Luckily, every time I do it for someone, they give me a referral. Like these people I was telling you about, they immediately referred me to a friend that had just retired from the same company and I’m going to see him next week to do the same thing!”
How Joe “met” enough people to make it into Guinness Joe said it simply, “Do Something.” Never be sitting around wishing you had somebody to see…do something. Here are the things Joe did:
- Called people
- Wrote people notes
- Handed out business cards…everywhere!
Call People –It’s free
- Call your clients to check in and share an idea or ask if they know anyone that needs your “elevator speech”.
- Call your prospects with an idea or how they can protect or capitalize on something in the news.
- Call your clients’ CPA with an idea and make sure they have everything they need from you for tax season.
- Call your clients’ attorney to ask if they think any of your mutual client’s affairs should be updated.
- Call local business owners with an idea to help them with their business
- Get a list of people not on the do-not-call list and call them… just do something!
Email –It’s free… and Joe didn’t have the advantage of being able to do this!
- All of the above, plus
- Email journalists with comments and compliment them about a story they did.
- Email your buddies in the industry for ideas to help their clients.
Write notes –All containing your elevator speech on the back of the card.
- Every client’s anniversary with my firm
- Every birthday I could find… prospect and client
- Thank you for attending
- Thank you for a referral
- Thinking about you
- Saw this idea and thought about you
- Saw you in the paper, here’s a clipping
- Happy Thanksgiving, 4th of July and Easter
- Have a safe Memorial Day and Labor Day Weekend
- Merry Christmas
- Happy Hanukkah
- Funny riddle or joke I heard—I usually tie these to a holiday like Halloween or St. Patrick’s day
- Handwritten note on top of a copy of an article
- Handwritten note on account summaries
Congratulations on an achievement or milestone
- Happy Retirement
- And all sorts of fun and crazy cards
Business Cards – here’s a quote out of Joe’s book, “How to Sell Anything to Anybody.” “If I had to pick just one thing to get business, I would probably pick my business card. Just about every salesman has business cards. But I know a lot of them who don’t go through a box of 500 in a year. I go through that many in a good week.” He handed them out everywhere he went:
- Every meal out…along with the tip went his business card
- Every bill he paid… a biz card went in
- Every time he had to write some info down for something, he wrote in on his biz card
- Every time his football team scored a touchdown… he threw up a handful of biz cards. Crazy? Maybe, but it worked.
- Every time he bought something… he handed the salesperson a biz card.
- Every time he walked by a bulletin board (hardware store, school, health club, Panera’s, etc.) a business card went on it.
- Talk to someone on the plane… handed them a business card
- Help someone on the street… a business card
- Every business that has a business card “contest bowl”… in goes a business card
- See somebody in the paper…cut out the article and send it to them with, you guessed it, a business card.
What if you only got one sale for every thousand cards you handed out? Really nice business cards are about $20 per thousand. What do you make on a new client?
You’ve got tools Joe never had:
- Handwritten font so realistic that it would fool your mother—You can now send out thousands of handwritten notes in the time it took Joe to send out 50.
- Marketing systems designed to get you in front of more than one person at a time
To name just a few…
Activity is the key.
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