What would 200 referrals every year, or 16.66 every month, mean to you? If you are in sales, and your business is based on closing transactions on a regular basis, 200 referrals might mean the difference between surviving and thriving.
In a time most people like to call a recession, it is more important than ever to get back to the basics when it comes to sales and marketing. By using the process of “the 200,” all professionals can cultivate a network of 200 people who think of them first in their trade or industry and cause them to readily refer out quality prospects.
The concept of “the 200” is based on the premise that all of us know approximately 200 people who might attend our wedding, funeral or other event of primary importance in our lives. You may be on a first-name basis with these people, but for the first step in this process, I’m going to ask you to do something very difficult: Get to know these people well.
There are four main points that constitute a basic knowledge of an acquaintance. You should know the acquaintance’s first and last name, e-mail address, best phone number and physical address to send information and gifts. (Mention gifts, and the acquaintance may be more forthcoming with the address.)
Here is the reason you should know this information: Your job is to cultivate friendships with these individuals. First, because that’s what gives life flavor: the people we know. Secondly, for the reason you’re reading this article.
If each of these people thought of you in relation to your profession once a year (and I’m going to teach you how to get them to think of you favorably) and referred to you just once to another friend, associate or acquaintance, you would receive 16.66 referrals a month. Even if your conversion rate is only 75 percent, you would be closing approximately 12 transactions a month based on of these referrals.
This is exciting, but it’s merely the tip of the iceberg. Your top 50 friends should refer to you at least four times a year. Your top 20 should refer to you every month. If you play your cards right, you should be able to be able to count on your best friends and your mother to pitch you to their closest friends at least once a week.
Your job description suddenly changes, and you are no longer in the business of selling widgets. You are in the business of cultivating friendships and causing people to legitimately like and trust you. How do you do this? Constant contact is a necessity, as well as the thoughtful, yet small, gifts of time and consideration.
The best way to receive is to give. In the case of “the 200,” what we are looking for is a chance to enrich the lives of people. By building their businesses, sending them clients or merely thinking of them in relation to their families or hobbies, we show that we are not merely fishing for business. Instead, we are demonstrating a commitment to a mutually beneficial relationship: one in which everybody wins.
Operating by the principle of “the 200” becomes a philosophy in which we look at our friends and family in a new way: as our greatest fans, and as the first source to which we contribute our time and attention.
Instead of the traditional method of pursuing strangers and hoping your winning personality turns the two of you into best friends, you can start with the people you know and already have the beginnings of a great friendship. So, start your 200 today, and watch your sales momentum grow with your lasting relationships.
Rick Gomez is a broker who owns Gomez Properties. For more information, contact Gomez at 361-728-8362, 361-992-RICK (7425) or Rick@RickGomez.com. You can also visit Gomez Properties online at www.RickGomez.com.
