HOW DOES HE DO IT?
The amazing Bob Burg continues to confound me.
He is a best-selling author and a coveted speaker.
Everyone I have ever met who knows him, LOVES him!
Wanna know why?
Well, I wanna know why, too – but here is my theory!
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As we grow our businesses, we MUST learn better systems.
We must deliver our products more efficiently.
Sometimes, we do this by hiring others to do the work that we cannot keep up with.
Sometimes, we use technology to streamline activities.
Sometimes, we outsource activities that help us focus on what makes us great.
Sometimes, though, we do a VERY VERY VERY bad thing.
We try to scale our relationships.
This is how it looks when we do that…
* We send out marketing materials that get the person’s name wrong.
I often get REALLY interested in what someone has to offer and I reach out to that person as “The Irreverent Sales Girl” and I get a communication back that says, “Dear The”. Seriously. This actually happens! Guess how quickly I hit “DELETE”?
Can you IMAGINE how I would feel if this were my financial advisor? Or my accountant?
* We service our clients in “chunks”.
We categorize people using a limited set of data about them. Then, we put them into some kind of “System” where we deliver certain messages or opportunities or services to each of these “categories”.
There are PLENTY of great ways to scale the services we deliver.
For example, we write a book that provides AWESOME information to the masses who will read it. I have never met Brian Tracy, for instance, but his books have provided tremendous value to me! I have paid for his information many times over and have been happy I did it.
Or, we develop a keynote where we get in front of thousands of people who can benefit from our expertise – and will pay for it. And love it.
Movie-makers develop storylines that will entertain me – even propose messages that change my perspective and that I hold dear (The Princess Bride, for example!)
My bank automates a system where I get a notification when my checking account dips below a certain level with an option to transfer money from another account. This serves me.
Even my accountant has lower-level employees actually DO my taxes, but he interacts with me personally when I have a question.
The TRICK to being WILDLY SUCCESSFUL?
You must KNOW when your services CAN be automated to serve your customers and network better.
And you must KNOW when you will put someone off by “scaling” them into your systems.
THEN, you must make people KNOW that you value THEM and actually know something about them and their goals.
As technology expands, the opportunity to try to scale relationships also expands. BUT, people KNOW IT when we are doing this. It is easy to tell when you have been put into a “category”, isn’t it?
TO BE TRULY AWESOME: You must learn when to scale and when to not.
I’ll tell the truth here. I have NO IDEA how Bob Burg, or Jules Taggart, or Carol Roth, or Phil Gerbyshak, or Dan Waldschmidt, or Anthony Iannorino, or countless others do it. But, they DO. I am determined to crack the code and I will be happy to share it with you when I do.
In the meantime, look at your systems.
Where are you SERVING your customers and network with automation? And where are you making them feel small or angry? (BIG PROBLEM FOR YOU: These people will never tell you – they will simply ignore you).
Find ways to LOVE ‘EM ALL UP!
The Irreverent Sales Girl