You must do business the way you want to be recommended.
—Paul Rand (paraphrased from Social Media Marketing Podcast with Michael Stelzner)
I’m almost done listening through about 5 months of Social Media Examiner’s podcast. Thankfully, I did not give up as I just came to this gem from mid-November 2014 where Michael Stelzner interviews Paul Rand, author of the book Highly Recommended.
There was about a Chuckwagon Platter full of meat in the show, but one idea sticks out: Do you do business in such a way that your clients would recommend you in the way you want to be recommended?
In other words, if you wrote out the perfect referral script for your clients, would it accurately reflect who you are and what you do?
That’s a tough one. It’s a tough one for me. Do I meet that litmus test every time?
It’s a powerful question and one that, according to Rand, needs to be asked not only of the sales and marketing team, but of the whole organization.
- Does every layer of the organization – the service, operations, sales, marketing, and executive management teams – reflect the message we want our clients to send to our future clients?
- Does every step of all of our processes, from initial prospect engagement to delivery of services to ongoing support, reflect the message we want our clients to send to our future clients?
Are we giving people what we want them to tell people that we give as a provider of goods and services?
How Can You Know If You Are a Resource Worthy of Being Recommended?
The first step is to define the standard. Would you be able to give your client a script for recommending you? Do you have a clear value proposition as an organization and as an individual sales professional?
The second step is to make sure that this value proposition – that it is something clients actually need (even if they don’t realize they need it).
The third step is to honestly evaluate whether you deliver the value you claim to deliver.
The fourth step is to coach your clients as firmly, yet gently as you can, how to recommend you (and to confirm that they’ve been receiving the value).
What do you think?
Are you building your business, your practice, your goods and services, in a way that you will be recommended for what you want to be recommended for?
How can you get there?
(Links to amazon.com are always affiliate links).