HOW DO I DO WHAT I DO & WHY IT WORKS, prepared exclusively for Al Delino
HOW DO YOU DO WHAT YOU DO? WHY IT WORKS in bold
1) When You Say to Your Target Market What they WANT to Hear You Get What you WANT and They Get What They WANT. This is the first concept to answer the question, “How do you do what you do?”
Target Market and the “saying” what is needed to be heard come from the Defining Statement.
A Defining Statement is created by a client answering this question 50 times: WHAT DO YOU DO? I then look at these 50 statements, looking for consistent/common:
- Key words,
- Phrases
- Results
Then I craft them into a statement that is about the client’s prospect.
The Defining Statement consists:
- one and no more than two target markets
- two results oriented statements
- one “and”
Here are two examples:
Can you identify the target markets and the results?
- I work with people in business who want to attract the right prospects and generate more referrals.
- I work with people who want to start a business and business owners who want to grow their business.
WHY IT WORKS: In this system we clearly identify WHO the target market is and what results the target market wants us to deliver.
2) I TEACH PEOPLE HOW TO CONNECT SOONER THAN LATER WITH INTENTION
The world is made up of two types of people:
PROSPECTS and REFERRALS, which do you want? I hope you said referrals! I show clients how to get referrals by asking for referrals in away that is comfortable, easy, and comes from people who already know, like, and trust them.
WHAT GETS IN OUR WAY…We have been taught that the way to build a relationship is to:
- Network by/with:
- like minded individuals
- join chambers of commerce
- becoming a member of an exclusive networking where only YOU represent your industry
- our reticular activator to find prospects for our brother/sister members
- The idea of these groups is over the days, months, and years we will create a know, like, and trust relationship. From that referrals will come. I teach people how to go direct to the prospects and turn them to referrals. The way this happens is someone who already has that now, like, and trust relationship with my client introduces them to one of their associates/friends who is my clients’ target market.
- When I speak of SOONER THAN LATER I relate it to Return On Time Invested. How I guide my clients to accomplish this include:
- INTENTION planned outcomes with EVERYTHING you do to grow your business
- What you say to your target market needs to be duplicatable to get/duplicate the results you WANT
- When you say to your target market what they WANT to hear you get what you WANT and they get what they WANT:
Using Purposeful Networking © as an example:
- who is your target market
- use key words to find them
- have your warm Knowns connect you to your prospect
- have a script to connect you to them such that it clearly defines what they want
USING NETWORKING AT A GROUP (chambers, networking groups, associations) EVENT:
- what is your time commitment (how long will you be there)
- never again will you say, “I am going to spend the half a day a the business exposition.” The statement will become, “I am going to work at the exposition for four hours. I will meet four new referral partners and eight prospects.”
- have an expectation before you go:
- how many leads per day, week, or month do you plan to receive and give
- how many clients per day, week, or month do you need to realize your Optimistic number
- how many new referral partners per day, week, or month do you intended to meet
- always have a financial goal, time commitment, and an outcome expectation (intention)
WHY IT WORKS: The people who are attracted to this system have invested TOO MUCH TIME in conventional networking systems. I refer to their experience as “the bloody nose syndrome.” They have invested time smacking their faces into brick walls with limited positive results.
3) BENCHMARKING
AM question: What three High Value Activities will I do today to realize my Optimistic Number? Asked first thing in the morning.
PM question: What three High Value Activities did I do today to realize my Optimistic Number? Asked last thing at night.
High Value Activities are any that lead you to:
- a new prospect or delivering a new prospect to a referral partner
- a new referral partner
- a client
- client work
- financial gain as related to your Optimistic number
- rest, renew, and rejuvenate
The Optimistic number is based on the SRO Formula
S is your survival number. It is the financial number that answers the question, “What is the minimal dollar amount I need to survive in a 30 day period?”
R is your realistic number. Most people agree that when we understand our survival number, doubling it will happen with a little extra effort. Doubling our survival number is realistic. Your realistic number is two times your survival number.
O is your Optimistic Number. Your Optimistic number is four times your survival number.
People who ask the AM/PM question every day (seven days per week,) do the work the say they will do, will reach/exceed their Optimistic Number or they will know why they did not get there.
WHY IT WORKS: Lists are for sissies. For a business person to create success they evaluate daily what time investment coupled with intention will deliver the financial gain they, their company, and employees deserve. Doing the math shows us simple that if we work 220 days per year, doing three High Value Activities per day, doing 660 High Value Activities we will have a great year!
4) Work with clients to help them realize their value.
Why…often a client comes to me under valued. The reason:
- they have been in business for a short time
- they are a new business
- they don’t see themselves as valuable as their competition
- they do not see themselves as an expert in their field
By example I show them how they are valued by having them:
- give me their hourly rate
- helping them discover how long it REALLY has been since they started this business
- help them understand how they are unique in their offer as compared to their competitors
- uncover their area of expertise in their specific industry with the gifts they bring
WHY IT WORKS: Over 90 per cent of my clients come to me considering their value as less than the existing market value. Even as someone starts in business, opening their doors for the first day, all the years of experience to get to the first day need to be considered.
My best example is a couple who came to Oceanside from Silicon Valley after the dot com crash. With 10 to 20 years of computer experience each they started a web site development company. As they opened their doors they charged $40 per hour while the minimum in the market place was $75 up to $250 per hour.
They explained to me that they had just opened their door two years prior. They were less experienced than their competitors. I reminded them of all their prior experience to get to this point while learning their craft in San Jose.
They then complained of all the “BAD” clients they had. Many of their existing clients thought their prices were too expensive and wanted rework done for free.
My advise, “Double your hourly rate to $80 per hour.” Their response, “We will lose half of your clients.” They discovered after doubling their rate that the “BAD” clients left them, their new clients were more appreciative, and some of the ones who initially left came back because what they found that the service from others was profoundly worse!
