Genie Fuller on The Business Spotlight P3 Who is your ideal client – YouTube.
http://www.7NetworkingMistakes.com Genie Fuller is guest on The Business Spotlight hosted by Patrick Dougher.
Patrick: Welcome back to the Business Spotlight. I’m Patrick Dougher. My guest today is Genie Fuller. Genie is a master at helping you, if you’re a business owner, understand how to attract an endless stream of referrals. I don’t know about you, but if you had your friends selling for you to their friends, does anybody go, “Oh my God, that’s the perfect answer to a business solution?” Yeah. Genie, thank you.
Genie: You’re welcome.
Patrick: You speak to a lot of groups and you are trying to get the message out — look, guys, you don’t have to do it the old fashion way. You also need to realize a personal element because technology is fun and there’s a lot of what I call Gen-Xers or Millennials — and if you’re in that group you know your name. Anybody that’s 45 and below is Gen-X to 35, and below 30ish are the Millenials. The thing is everybody needs the personal touch and the personal introduction. Who are you trying to reach and how would we identify that person for you?
Genie: Most people like to say the whole world, but being very specific targeting, I’ve traditionally worked a lot with financial advisors and financial planners. I really enjoy meeting the branch manager or the regional person. I have video training now that they can use in their meetings and then I go periodically to help with the implementation.
I also trained in law firms and accounting firms. They have to do referrals. Our method is very low key schmooze. Sometimes they ask me what I do. I’d say, “I can help you schmooze your way to business.”
That works really well with me and I like to preferably see the managing partner who wants to increase business. Actually, a managing partner after I did an accounting firm said, “After you’ve been here, marketing doesn’t look like marketing anymore. It’s part of the way we do business.”
Patrick: That’s exactly right.
Genie: That’s the key.
Patrick: A good friend of mine always uses the phrase “Everything is marketing and marketing is everything.” If you can get people to raise their hand and say, “Tell me more,” that’s 90% of the battle. What you’re doing is you’re training your people to introduce each other to their best.
Genie: That’s right.
Patrick: You’re giving them the keys to the kingdom. In fact, I’ve described it earlier when we were talking about this. This is kind of a skeleton key — a master key — that unlocks this endless flood of referrals that with the right people. I remember we’re talking about some research you did on valuable a referral is versus a cold call.
Genie: I was talking with one of my clients and he said that he had taken a list of all of his clients and that he put a list over here of the ones he enjoyed working with and here were the ones he didn’t like working with. Everything was just about the same.
Then he realized that all the ones he enjoyed came from a referral, a real live endorsement, recommendation. And the ones over here that he didn’t like all came from cold prospecting. Isn’t that amazing? They come in with a trust level.
Patrick: That’s such a key. You just hit it. You said one came in with the endorsement and the trust factor of “My good friend, Bob, recommended you. If he says you’re one of the good guys, then you must be one of the good guys because he says there’s only a few of them left.”
In your training, you’re actually giving them those keys. Aren’t you?
Genie: I am.