1 Episode results for "Mr Doc Berg"
Featured Interview with Bill Cates
"This is the breakfast leadership podcast. Powdery burn outed you make the choice. Here's your host Michael Savage Welcome back I've got bill kates. It's the referral coach on the line. Hey Bill how are you. I'm doing great my hair you I am awesome awesome great to have you on the show. You are an all star when it comes to relationship relationship marketing and all things and in helping organizations really figure out that ever lasting challenge of how do I get the clients and and it's all about relationships. So tell us your backstory. How you got into the business and you know one of the common mistakes you see many of us Happen in in do when we're we're trying to grow businesses through marketing shirl. I've been On my own businesses businesses for over over forty years and had a couple of book publishing companies. They sold those businesses eventually and was looking for the next thing to do and I just liked the idea of of learning and and synthesizing and then sharing what I learned with are the people. So I got into this business of consulting and writing and speaking and coaching and All geared towards helping folks grow their business through referrals introductions How we talk about our value proposition in all those aspects that that I kind of put under the banner of relationship marketing? Because it's all about the relationship and it doesn't mean that you know digital marketing can't fit under under relationship marketing. It can if you do it. The Right Way Without question and the biggest mistake I think one of the biggest mistakes that I see it is a lot of business. Owners and professionals are not focused and dedicated and committed to bringing hanging in their new business based on how their prospects their clients would prefer to meet them. Now there is. We get enamored with social media. We get enamored with all kinds of ideas But having someone really WanNa meet US right Are they really gonNA WANNA meet us to facebook AD. That won't maybe you know I mean it can work So that's one of the biggest ones. And then I guess the other one in an off shut up on this locally of mine is that in a lot of folks confuse or when. Something's not working as well as they'd like it to be working. The first thing they do is they just they throw more tactics at the situation. You know maybe I need to do this or that. But when really could be strategy and the principles they're following aren't right sound in the first place so there's a two two main things icy yeah. There's a lot of gold in there. We'll dive into some of those things. You know the the last thing you had mentioned about okay. Something's not working all right. Let's just throw some stuff at a a good analogy that I use a lot of times as you. You have a house and you have a leaky roof. So what what you do is the proper way to do it is strip off the shingles get down to the woods. See if Thor's problems with the would Replace either you know a few of the beams or maybe after place the whole roof To address the leak take but you know the example you gave is basically well. We'll just put more shingles on and that'll stop it and next thing you know you've got like five layers ears of shingles and you still have a problem. You've got something that underneath a still isn't working you. You've got all this extra stuff. That's not helping anything anything at all. And it's I think that's a communist state that a lot of businesses make is they they think well. This is the way to do it. I'm going to do it. FACEBOOK ADS for example. Okay I'm GonNa just go crazy on facebook ads and spend a bunch of money on it without really knowing who their who their client truly is in love. Love the analogy you gave this. How does your customer want to be reached? DO THEY WANNA be reached face to face. Phone Call Postcard facebook Eh over coffee storefront could be a lot of different things but putting all your eggs in into one basket and expecting all of of your customers to be there when you may not even know if they go there is Is a big thing and I think. A lot of people have made Mr Doc Berg very very wealthy because of you know adds that quite frankly didn't work because they weren't targeted in the right way and the main you know for some cases they may not be the right platform for people to be advertising on in the first place his true so when when you encounter a business that is struggling with their marketing and they've got a rock solid product or service that make sense. It's like yeah. This should do well in the marketplace place. What are some of the first things you do to kind of help them have a little bit more awareness on what they should be approaching in some in different techniques that they should really be open to and engaging you know potential clients then obviously strengthening the the client relationships they already have? Yeah the first thing I I I look at is that the match of the product service to the market You know e- is have they pick the right market. Who Do they have a well? Defined market is too broad You know a lot of businesses. Make the mistake of thinking or airing on the side of being broader Not Wanting to give up some segments of the market. But the problem is when you do that it actually weakens is your value. Proposition weakens your messaging. And so you end up having week messaging that's not as targeted and is not as successful. Now it doesn't mean you you can't go after a broad market but usually you want to defy at divide your market into subdivisions. And so you don't go after everybody not all the same way And it's almost little business units within your business so that's the first thing I look at is are they matching the right product with the right market. Get what's the problem they solve and I would I remember. I'm writing a new book now around this and I I was talking to a very successful venture. Capitalists the getting Michael Scott in In the Boston area. And he says to me says what do you think is that the number one failure of of Of small businesses and feeling kind of cocky is world you know not having the right market. He says not the second reason I guess again. I said I don't eat tummy's not knowing what problem they solve or not solving a big enough problem and and if the problem isn't big enough isn't urgent. Enough is in critical enough so he makes distinction between an aspirational problem. Critical problem and a lot of times were were you know when we Market to opportunities. There's usually a problem underlying an opportunity. But it's aspirational it's nice to do. It's not much to do but when you have a product service that's targeted towards critical. The problems. Things that must be solved is a timeline to it. There's some government regulations. Whatever you're in a much stronger position so I look at what problem you know? Is this business trying to solve. Is it a critical problem. And the other thing I look at is does the does the customer the Perspective customer summer. No they have the problem because if they don't know they have the problem now. You're doing what MICA calls missionary selling. It's it's you got to go deeper. I mean you can't do it you can but you've got to find ways to quickly exposed that problem so you have someone who's going to stay with you and and talk to you about it but it you know if you haven't What he would call a A latent aspirational problem right. They don't know they have it and it's not really that critical. You're going nowhere. So are you solving the right problem. Is it a big enough problem. nuts one of the things that that we like to talk about to as you know a lot of business. The owners are enamored with their product and service. And that's okay. There's nothing wrong with that. But because of that they they see everything through their own is not through their prospects or customers is and sa- crucial thing and many of us consultants will get into a business because they brought us in to help Alpe with a problem and we get in there and we lift up the Rock and we look underneath that rock and we go. ooh Wow and it's it's our it's our duty to bring to their attention but and do it in a way where it's not like you said you know missionary selling but it's okay. Yes we're here on this but I've discovered this and based on my experiences when you address this it will correct at these other things as well. DO WE WANNA look at this now or should we finish what you brought me four and then we can circle back to this at some point. Unless there's something in there that would make your work next to impossible to accomplish. Because of whatever's festering underneath this rock then again you you circa will let you modify the scope a bit because the last thing you want to do and it does you know bring you know. Some bad will basically to a lot of consultants says they'll go in and they'll say up. We're going to go in and do this but we know they've got this and will will up. Solomon we'll beat will be set for a while and that's that's not that's it's not the way to go about business and it doesn't. It doesn't get you referrals. It doesn't and that's again you know. One of the you know the best. The best forms of of advertising in my opinion is referrals because it builds in the know like entrust factor and when you get a referral from a business they go. Oh well if if if they're dumb enough to hire you. I guess I'm dumb enough to so yeah. I definitely want to dive into the on the referral side of things. You know in the things I find about that is it. It cuts through a lot of the investigative things when you get a referral from a colleague colleague or a similar organization. That's you know has some challenges earlier or issues that your organization does so how. How do you coach coach businesses to give you the right referral? And that's a big thing. 'cause I've got referrals from time to time and and you know sometimes I feel like okay. You gave me a referral to teach us individual how to Ballroom dance and I can barely do left left to right So I'm not the right person for this but you know how do you. How do you coach people on on the fine art of referrals? In what what. What's the best way is to you know to one to get them and and also to to provide them sure? Well there's there's a lot you put in there and we got unpacked so You know the first thing you ask was how do you make sure you get referred to the right people and That's all about teaching teaching your referral source Of who you serve the best and so first of all number one you better know that Who deserves the best? Who is your persona? Who is your ideal client in a book? Come running now I call it a right fit client and so knowing who you serve the best knowing who you're trying to to To pursue if you will attract your business is is critical and you WanNa teach your referral sources because if you don't If they refer if they make introductions than they may not be the right ones and then either you're gonNA take on business. You shouldn't which is my mind lose lose situation and Or you're you're going to not get any of the right people can any at all. You GotTa make sure that people know so what I like to do And recommend is early in a new relationship is to teach our prospects teach our clients customers who we serve the best. So it Michael. Could you know it could be something like this. You know Michael as we work together. It's you know it's possible you may identify other folks that you think should be aware of the work. I do ruin Gossip that ever comes up and you feel like introducing me I. It's wonderful I'm never too busy to see if I could be a resource for others and if you don't mind Miami share with you kind of our who we serve the best these days who are businesses geared towards an. It's people much like yourself and then that adoption and I compliment them mm-hmm and then keep going. So I'm I'm planting the seed for the possibility of introductions bought and by educating you on who I served the best so that's one way to do it another way to do. It is if someone thinks of someone. And you're there Were you bring it up and ask for introductions you still want to qualify. You Still WanNa say talk about your friend. Let's talk about your past business partner and see if it makes sense for us to be talking you know never assume it's the right match always being a qualifying fine mode and by being qualify mode number. One you're going to Increase the chances of getting introduced to the right people. And you're teaching. You're educating your referral sources at the same time So it it's basically about being comfortable and confident in the space of referrals referrals. And introductions is how you get the right once and seeing yourself as a connector. You're someone who connects others. You help them to connection and you get connected and you get connected to the right people so we also asked about you know you know asking for referrals and Handy get into that place ace of being comfortable. A lot of people aren't comfortable. That's one of the reasons I'm in business. And they don't they don't WanNa look need. They don't WANNA look like they're pushing Tall all that kind of stuff and so What we have to understand is this isn't rocket science This is really just just a matter of being confident in one of the things I try to do. The work that I do is help people become more confident around this So if you want we can we. We can jump into that what it looks like. You know how you know how we might ask someone that right. Yeah definitely a good. So here's here's the here's the best way to ask for a referral slash introductions and make a distinction real quick. I'm using the word referrals and introductions interchangeably but What we really want is to get introduced right? We want an introduction. We the the old referred leave the old call George use. My name doesn't work so only more because George doesn't pick up his phone Georgia's wondering why their friend gave their name out to someone they don't know and and so it just doesn't work so we gotta get connected to. It could be in person. It could be with an email introduction as a lot of different ways it connected so everyone listening to this interview right. Now when you're with a prospect or a client or a center of influence please use the word introductions Let's talk about who you might be able to introduce me to or no. Let's talk about how you introduce Laura. So she feels comfortable with this. And so it's all the word introductions with that sad I go back and forth a little bit so the best way to do. This is to identify people in your clients slides. Who could be candidates for the work? You do see the mistake that people make when they asked they usually throw it open to the whole universe. They'll say who do you know we can help. And they don't picture anybody in their minds I and they go on and I'll give it some thought. I'll let you know or from your cards. I'll hear him with me or whatever and so it doesn't usually fizzles and here's the deal. You can't be introduced everybody. You can only be introduced to somebody so the Bullseye in in all of this is coming to the conversation with one or two or three specific individuals you know your referral source knows and it could be from paying attention and previous meetings too you know. They're they're how you met them and who they know and what circles a move in it depends on the nature of your business is going to change a little bit depending on Your Business Model You could look on Lincoln Dan. You could look in a directory of their Industry Association if they sit on the board of directors of an industry association but quite often Our clients will mention other people all and we just put it in our inventory. There's we create an inventory a possible introductions for any given client and that's the bull's eye that's the easiest most comfortable comfortable most effective way. How do you feel about introduced me to Paul Jones Right So on target. That's the bullseye. This the next ring out on the target could be categories and every business is different so every business has different categories but Think you think of the business you have. And what are the types of the events Life events business events. Were things going on in. Your prospects lives and business that might make their radar. You know a little more receptive to learning about you. And those are the kind of categories I am talking about so I do a lot of work with financial advisors financial professionals and so One of the categories they think about is money in motion. Someone is inheriting or selling a business. This some sort of money in motion and obviously someone who has money in motion is maybe going to have their radar out for financial advisor may be a have one. But they're not really thrilled with who they're working with and now they got this big chunk of money in motion. Now's the time may be considered someone else in these types of categories gorey's every business has Is is not the bulls eye but it's pretty darn close and it's another way to go so so the key here in in this requests for introductions really is coming prepared not winging it not throwing open to the whole universe thinking through. Who Do? I know this person knows who are they connected with And then taking it from that spot I love the introduction component of it because yeah people here referral and they. They have a thought process about that. But an an introduction is just an introduction. There's no there's no obligation it's okay. Let's let's have a conversation and when you're introduced news to somebody or someone is GonNa be introduced you once you know that you're GonNa have you know a conversation in one of the things that I do. That makes a big difference. I think is get to know who that person is. You know it's with online access and everything like that. It's not difficult to find out about something of course in the conversation conversation. And you you alluded to this earlier you know get to know you know. Why are you introducing me to this person or why? Why did you think give this person? What's what's going on? And and their their lives or their organization where you think I'm going to be able to help them. Yes so that way. When you're having in that conversation with a group or that individual you already have a basic understanding of a pain point that they have if you go in and start talking with that person with the I already understand your pain points and we just met all of the sudden it that it just takes off several layers of okay? I don't really know this person. It's more of A. Wow bill gets me. Bill knows what I'm going through. All right I I I like bill and now getting to know them and an okay. Now I'm getting to trust him. And and when when you have the know like entrust kick in then the the world's Basically okay let's let's see how we can work together and and and make things better for everybody involved. Yes I mean what what you just mentioned is is why referrals slash introductions work. It's borrowed trust. We borrow the trust in one relationship long enough. Turn our own trusted Austin in a new relationship and You know you hit on something I think is very important A kind of a magical question that I've been teaching for a long time time What's going on in his life for life their life? Whoever you're getting introduced the what's going on in their life? It's important to them right now. Or what's is going on in their business is important to them right now if you're doing B. Two B. and Whatever that is whatever is you know the forefront of their life or business radar eight are should be the reason forgetting introduced This is why you're getting introduced. This is your approach to them. there's two types of research we can do. There's cold research which is going to their linked in profile their website page. And all that. And that's good that can be very valuable bowl research and then there's warm research which is the information that you can only learn from someone who knows them in this case your referral furrow source and so Asking those types of questions. Here's another question it's nice to ask is what do you like or admire about them. Or what do you respect aspect about them and they'll tell you sometimes things you have in common and it's just you you're going to start off in a better place right. And why is this important. Because that's one of the biggest factors are dynamics. Going on marketing and attracting people into our world is empathy. Our prospects need to get the sense that we know them. This is one of the ways we set ourselves apart a little bit. This is how we cut through the noise and get their attention is the fact tracked. We know them a little bit narrowing. Our market will help us do that as well. But what we learned from our referral source will help us and how we get introduced based on that and how we follow up is so that whole concept of empathy is is pretty critical now. What's what's the fastest line? straightest line aligned to relevance in in someone else's world right in in in your best prospect with the fastest way to be relevant to them mel introduction from someone when they trust there are other ways to become relevant but without question. That's the fastest. And when we couple that with some research it's a very powerful combination again it takes it takes the business out of it because everybody. There's always that whenever you get a a sales inquiry or something like that. You're you're is kind of role or you know for linked in for example you connect with somebody and then you did you set the countdown timer for the sales pitch a three to one and all of a sudden. It's like forty paragraphs long and you're going look you know. I took three semesters of typing in highschool for two reasons number one because I knew that learning to type faster would probably serve me and my career which I was spot on in two. Typically I would be the only boy in the class so And as a high school kid did. That's not a bad thing. So I mean you know statute of limitations I've been outta school long enough won't get in trouble for that but again. It's it's one of those things where in eighteen paragraphs or whatever and the email and you're like okay that was the cut and paste okay. That wasn't tailored to me. They they didn't. There's no way they had enough time to look at my profile. Know who I am And here they are you know pimping their their grow your linked in connection one thing or get Okay you're going about it in a wrong way type of thing so yet. It's almost the point where the connection. I'm like Oh yeah they're going to. They're looking for something it's like. They don't think they really want to get to know me because they're burned out or stressed or anything like that. It's something completely different. So it's the same thing you know when you get an introduction to somebody you have a conversation as human beings we we we seek to understand each other and figure out. Okay where some commonalities could could be. Hey you know we both like the same sports teams or we both frequent the same restaurants or we we've both been to a particular resort resort somewhere in. You know there's people long for those commonalities to make us feel like we're not the only person that's ever gone to those places so when when you get that it just it makes the conversation more humanistic. I guess is a good way to put it. In all likelihood you know it increases the likelihood of if there is a way to work together you will well we we trust people more. We tend to With whom we we have something in common so gosh. I can't remember where I read this. It might have been Robert Caldeans Book influence but was talking about Yup. Let's say you're you're in France and you're looking for a restaurant then you go to a Frenchman Frenchwoman. You say what's the Best Restaurant Indigo. You've also got the you know that's the no one's my German accent but anyway So you know you get a recommendation from from a local and then you're walking across some little bridge and maybe you're from Michigan and you see you know people with sweatshirts in a t shirts on from Michigan and go. Hey what part of Michigan you know. What's it's a good restaurant to go to? And they recommend to go there you know rather than what the local recommended. It's there's just something about when you have something in common with people. There's just a little bit more trust. It just seems to be human nature and I guess that could be misplace. You have to be careful but it's just it's just the way it works. So that's why it's so important to do a little research before you reach out to people There's a lot of reasons why do that. One is say you're more relevant. Went another is because you have that in common which creates trust. Another is to make sure that that you know a little something about and they see that you're actually taking the time that this isn't just a copy and Paste Lincoln campaign that you paid some kid you know ten cents a name to do So one of the things things I found by the way And I kind of stumbled on this actually on how to make lengthy and work a little bit better is is a series of really really easy yeses in other words. Sometimes people ask too much like if you reach out to someone linked in and and let's say you're doing her all right. You have something in common and all that but if you're I request is to schedule a phone call at usually too big of es for I ranger and so you've got to think of what's what is a smaller thing that I can offer that they might be interested in. That's easy for them to say yes to which is maybe sending them something checklist You know if you if you're a real estate agent could be you know how to make sure you select the real estate agents is or how to price your home properly for the market so something of value something simple and easy to consume so it's a series of very small easy yeses S.'s. Until people get a feel for you and then it's it's easier to go for the big you know it's like dating right. You know you you go out in the first time Um you just you know your your Google is each other the second time you go out and maybe hold hands maybe not maybe a way to the third day you know but it's it's a series awesome small yeses and a lot of folks go to too far too fast basically like the first date and you've got the you know the wedding ring in your pocket and you're proposing to the girl and she. She's struggling going through her phone. Trying to remember what your name is and you know you real. She's he's really hoping that you will pay for dinner so she can try to glance at your credit card and you know maybe she'll jokingly grab it say I'm GonNa use this for later. Ha Ha and then she looks looks at the car just to get your name in. I'm not. I'm not trying to give anybody any hints. But the these are some tips and techniques. If you can't remember bird year of Now if it's your kid or your spouse you're on your own for figuring that out but the end of the day. Yeah it's it it again it. I do that unlinked into if I you know if I'm connecting with somebody with obviously you know hopes to maybe connect with them down the road. It's it's just you know. Get to know what you know what. Their interests are cinnamon article or a worksheet. Her our subject matter or and ask him you. What's what's keeping them you know? Just whatever the whatever feels right. Yes it's individualistic okay. Yeah you've got six thousand Lincoln connections and you're you're are hoping that you're going to land some of them as clients. Don't don't do a broadcast. That's that's just spam But you know the one on one the in be different You'RE GONNA have more work than you'll know what to do with if you can differentiate and and connect with people at a level that they wanna be connected at no no no question so bill. Where can people find out more about you? In the Austin work that you're done why portray asking We've got a couple of things as we got a A new guy that all your listeners are welcomed the gets complimentary and just go to Multiply your best clients DOT com. I mean who wouldn't want to multiply your best clients and multiply your best clients that common where things we're focusing on these days in my business is not just client multiplication but multiplying the best clients where we're going after quality not just quantity So that's one place And then referral coach Dot COM com forward slash resources Lot of free. Things ought to reports e guys checklists scripts big big on wordsmith thing. Big On helping people figure out the right words to say and then of course they can adapt it to their world but We have a lot of that referral coach Dot com slash resources awesome mm-hmm and have all that information in shots so bill. Thank you again for all the awesome work that you're doing and and helping organizations and individuals really you connect their message to their client base in such a way that they are More successful than they could ever imagine. Yeah thank you Michael. I appreciate the work you do win and trying to help people not be burned out and get a little more balance and and I love your blog post about the Your inner weekend You know had he gets to that place every day in in during the week right when all this adrenaline coursing through your body. And you're trying to grow your business and you want to go to the inner weekend. Where a you're on your hammocks so It's a nice perspective. I appreciate so I applaud. You the work you're doing as well thank you very much. I really appreciate that. Thank you pay. It's Michael again. Thank you for listening to the PODCAST. I really appreciate it. Surely many people you're dealing with some significant stress and possibly approaching burnt out. I know how you feel in two thousand. Nine burnout led to a year of worst case scenarios. Do not want that to happen to you if you go to breakfast. LEADERSHIP DOT com. You can register for a free. Webinar burnt out prevention invention as well as good as a free checklist to have successful mornings. Start off each day the right way again. That's breakfast leadership dot com also since you are a loyal podcast listener. I'm asking you like rate and review my podcast on itunes. I look at all the reviews and appreciate your comments in it helps other potential listeners. Discover the content. I have on the show. I appreciate you and thanks again for listening.