After forty years in the book publishing business, Bill followed the suggestion of a friend to start a consulting business. Since 1996, he has created 5 books about referrals, the newest called Radial Relevance.
It’s so hard to get through all the noise and all the messaging these days. The average person gets at least 3000 marketing messages a day; it comes at us from a lot of different directions. So how do you cut through all of that?
The subtitle of Bill’s newest book is Sharpen Your Marketing Message and Cut Through the Noise. It’s about the messaging, how to get people’s attention, in a very cluttered market.
To attract the right people, you must have the right market, and attract the right market with the right message, to the right person at the right time.
RADICAL RELEVANCE – Sharpen Your Marketing Message, Cut Through The Noise, Win More Ideal Clients
You have your right-fit clients, the people you really want to serve, and the people who are meant to be served by you. Attracting the right people into your business is critical. How we talk about what we do will attract those people. The other people won’t find it relevant.
The straightest line to grab the attention of someone who doesn’t know you is an introduction from someone they do know. So the referral /introduction; we really do need to get introduced these days. That is the fastest path to relevance.
To create a 100% referral-based or introductions-based business, there are the three main things to consider: Engagement, Leverage, Connection:
- Create engagement early on in the relationship;
- Use that leverage to ask for referrals; and
- Get connected; ask for the referral.
One of the most important things is something Bill calls a Value Discussion or a Value Check-in. Checking in often for genuine feedback from clients or customers. What are we doing right? What needs to change? Resolve problems quickly.
The most valuable part or aspect of sales and marketing is the concept of empathy. We understand their situation. We have an appreciation for their situation. We offer how we can help them.
That concept of borrowed trust that makes a referral and an introduction work has been with us forever. It’s never going to go away. In a lot of businesses, it’s the primary way your clients want to meet you. As in generations past, meeting eye-to-eye, with a handshake, is the best way to do business.
Check Out This Weeks Referral Secrets Episode with Bill Cates:
On Youtube:
Important Links:
LinkedIn: https://www.linkedin.com/in/billcates/
Facebook https://www.facebook.com/ReferralCoach
Instagram: https://www.instagram.com/thereferralcoach/
YouTube: https://www.youtube.com/user/ReferralCoach
About Bill Cates
Nobody understands and teaches the referral process better than Bill Cates. Bill has helped large companies cut hundreds of thousands of dollars in marketing expenses. And Bill has helped over 200,000 small business owners and salespeople build thriving referral-based businesses.
Bill’s newest book, Radical Relevance, will help you sharpen your marketing message, cut through the noise, and win more ideal clients.
Bill’s referral system has been featured in such publications as Success Magazine, Entrepreneur Magazine, and Selling Power. And his own business success has been featured in Money Magazine.
Subscribe to Bill’s You Tube channel Referral Coach TV – https://www.youtube.com/user/ReferralCoach
Get FREE guides and other business-building tools here: www.ReferralCoach.com/resources
Bill loves adventure travel. He has recently climbed Mt. Kilimanjaro and Adventured in the Arctic Circle.