There are only a handful of business books that I constantly refer back to. One of them is Jay Abraham’s classic book, Getting Everything You Can Out of All You’ve Got. In it, he talks about the power of staying in front of your most important, high-value prospective clients. Prospect Awareness is net yet apparent but it will be, read on.
Here’s a passage that sums up this marketing strategy perfectly: “The best way to continuously generate business is to keep constantly in the mind and awareness of your prospects and clients. If you think about the interests and needs and well-being of them, at a higher and more continuous level than anybody else, you’re going to be constantly on top of their awareness. So when the opportunity presents itself, these people are automatically predisposed to remembering YOU.”
Greg IncardonaProspect Awareness – Do they remember you?
Referrals that Rule – 7 Steps to Getting Referrals from Everyone you Know
Right up front, let’s get this out of the way… People do not like giving referrals. There are a number of reasons why. First, there’s risk involved for the person making the referral. What if you, as the service provider, don’t come through and you end up making the referrer look bad? Second, making referrals isn’t easy. It’s not like your name rolls off their tongue whenever the situation presents itself. Third, if you don’t give them a compelling reason to send referrals your way, they are probably asking themselves, what’s in it for me?
Greg IncardonaGetting Referrals from Everyone you Know
What is top of mind awareness? And how can it generate sales?
Wouldn’t it be great if the appliance salesman could predict exactly when your washing machine would fail? They could direct their marketing to you at just the right time. What if you knew exactly when someone would need a new car or a home and you could be right in front of them, ready to help them with their purchase? It would make traditional selling obsolete, and you would be more effective while spending less time and money! Top of mind awareness can make this happen everyday!
Unfortunately, the world doesn’t work like that. The theory, however, is great, so we need to explore some alternatives to using the “Amazing Karnak” routine and find a different way of doing “magnificent prognostication.”