Maverick and Company

I saw this brilliant example of great marketing a few months ago.  I’m guessing their guarantee has helped increase morning traffic significantly.  Fast food is often not very fast at all.  Knowing this, dealing with it and promoting their solution is a very smart way to get customers who might have driven right past.

In YOUR business, what are the barriers to buying from the CLIENT’S perspective?  How can you address them?  How can you let your clients know?

You ignore the challenges, the barriers to doing business with you…at your own expense.  Instead, deal with them, get the clients, get the referrals and get the business.

The elevator pitch is a lovely idea.  If you were in an elevator with your best client, the president of a major company, Oprah or a talking unicorn, what would you say to get their attention, establish your credibility, develop trust and close the deal?

It’s a nice idea but not a likely reality.  I’m all for having something prepared in case you do run into Oprah and she, for some reason, is ungaurded and willing to talk to you.  It’s not bad to have an Elevator Pitch, it’s just less important, by far, than having other types of messages prepared.

The truth is, you’re unlikely to run into someone who can make or break your business in an elevator and even less likely to be able to have a useful conversation with them if you do.  We’ve all heard miracle stories about the elevator pitch that turned someone into a success…we like miracle stories.  They’re more fun than telling stories about the long awkward ride where the insurance salesman, network marketer or attorney tried to convince a total stranger to do business with them.

Making the Elevator Pitch Mistake is to make the mistake of focusing on wild possibilities WHILE IGNORING the work you need to do on the tools you really need.  Instead of a fancy elevator pitch, or a super-fancy website, you might get more clients if you worked on how you package and present your services.  You might find it more useful to TRAIN your referral sources, actually teach them what to say about you.  You’d probably get more business by reconnecting with your 10 best clients, finding out why they hired you and applying that knowledge to your current prospects.

Like so many things, the Elevator Pitch isn’t a mistake all by itself.  It becomes a problem when it moves your attention from the practical to the fanciful.  Spend your time in places where it will do you the most good instead of working on snippets that require miracle opportunities to produce results.

Of course if you DO run into Oprah, tell her I’m awesome.

This month I want to tell you a little story and a not so little secret about referrals.  I call this story, The Attorney & The Frog.

Once upon a time there was an attorney who lived in a magical place called “Chicago.”  Our hero was a smart guy who knew that one of the simplest ways to build his business would be to develop referral partnerships.  Since he specialized in employment law, he wanted to develop a relationship with a criminal attorney.  Since neither did the work of the other, they’d be able to share business.

So our hero set out on a quest to find a criminal attorney with whom he could share referrals and live happily ever after.

He first came upon a very smart criminal attorney who was part of a very prestigious firm.  He was willing to meet with our hero and happy to send referrals back and forth.

One problem… the criminal attorney seemed rather stuffy to our hero.  He didn’t seem to find our hero’s jokes very funny.  While a very nice man and probably a very good attorney, our hero often thought, “he has the personality of a frog.”

So the situation was not ideal but what could our hero do?  He needed a good criminal attorney and wanted the wonderful referrals.  Yet when he thought about getting together with “the frog,” he cringed.  He felt tired.  He could not make himself be excited.

Our hero sat in the woods pondering his dilemma.  “I just have to suck it up,” he said to himself. “This is what professionals do.  It’s called NETWORKING.”

Luckily a passing fairy overheard him.  Unlike most fairies, this one had on a black suite and a pair of wickedly sharp high heels.  (She was very, very beautiful.)

“You don’t HAVE to work with people you don’t like you know.  You could look for a criminal attorney who is both a qualified PROFESSIONAL and has a desirable PERSONALITY.”

“Huh,” said our hero.  “I hadn’t thought of that.”

So our fairy went on to teach our hero one of the greatest secrets to referral partnerships:

If you don’t like the people you partner with, developing and maintaining a relationship will suck and you’ll do it less and less or not at all.

If, alternately, you partner with people who you do like, you’ll find it easy, you’ll do more of it, you’ll get more referrals to clients you’ll love too.

(For this service our hero gave the fairy many thanks and much praise and a heavy bag of gold coins.)

So our hero went out again, resolved to find a criminal lawyer he could stand and even enjoy hanging out with.  He found one and they went on to pass many referrals and even occasionally get together with their wives for margaritas on our hero’s back patio.  Truly, they lived HAPPILY EVER AFTER.

The End

The morale of the story, develop referral partnerships with people you really like, people who are also you CHOIR and you’ll get more done and get better referrals.

Also, pay the fairy well.  Ha ha!  No seriously.

If you’re wishing for a bit of your own magic when it comes to referrals, check out this month’s classes and put the magic fairy to work in your business.  Visit our Classes & Books page at www.maverickandcompany.com

FRUSTRATION

I had a chance to meet with a well-intentioned service provider yesterday.  He’d just been to a long meeting with two potential clients who turned out to have very little potential at all.

“They just don’t understand,” he said.  “They really have no idea what it will take to do this project successfully and they couldn’t see how I might be able to provide value.”

It doesn’t really matter which service in particular this person provides.  The truth is he could be selling legal services, or accounting, or finance or interior design.  His clients couldn’t see the value and he couldn’t help them see it without sounding like a pushy jerk.

EDUCATION

One of the MOST EFFECTIVE but LEAST UTILIZED secret to selling services is EDUCATION.

People hire service providers like lawyers and event planners and interior designers precisely BECAUSE they have an expertise that those clients do not.  Unfortunately, that often also means there is also a lot they need to know about how to hire someone like you.

• How much does a good painter charge?
• How do I tell if the CPA I’m thinking of hiring is a good one?
• Do you pay an event planner by the hour?  How much?

There are typically two types of prospective clients we find most frustrating.  One kind is just not your CHOIR.  They don’t get it because they never will.

Another type however are the great people who don’t get it because they’ve never gotten educated.  There is a lot they don’t know…often starting with how to find someone like you, how to evaluate you before the hire you and how much they should be paying for someone like you.

They might actually be GREAT clients but you’ll never know if you don’t take the time to educate them.

You may think  selling a service is tough…but try buying one.  It’s hard to feel confident about the decisions you’re making when you don’t have at least a basic education about what you’re buying.

THE GOOD NEWS

The good news in all this is that the problem is also a very effective solution.

They are missing knowledge.

You have it.

GIVE IT TO THEM!!!

WHAT TO DO

Take the time to create documents that explain how things work in your industry.  Take the time to write up a page or two on the different types of people who have a title like yours and where you fit in as far as experience, expertise, and even price.  Do a bit of research and put together a short write-up of standard pricing in your industry.  Do the work to give your clients that basic background knowledge.

If you can’t write it yourself, see if someone else already has.  Gather some resources and display them on your website or give them away prior to your first meeting.

Some specific ideas to get you started EDUCATING your potential clients all the way to the bank:

• 10 Top Mistakes People Make When Hiring a
• 5 Smart Things to Remember When Hiring a
• How Much Should a Cost?
• A Guide to Hiring a
• All Are NOT Created Equal
• 7 Surprising Things About Working with a
• Ten Tips for Finding a GREAT

These can be simple articles that you use on your website, post on your blog, submit to a magazine, or offer to email a new contact.  However you deliver them, they should all have a note at the bottom with your contact information and a short blurb about your services.

Remember:  Take the time to teach your clients how to buy services like yours and you’ll find that many more of them actually buy those services…FROM YOU.

Good News!  We’re launching several great courses to help you get good at finding good clients.  If you missed out on 60 Second Commercials 101 or Referrals 101 we’ll be offering those AGAIN as well as two BRAND NEW courses:  Identify Your CHOIR and Leads Group Strategies (a 3 hour workshop.)  Visit the Classes & Books page on our website for all the latest.

Most people I talk with think that MOST of their referral sources KNOW:

• What they do
• How to talk about it
• Who to talk to (your CHOIR)

Most people are wrong.

Ask yourself, how good are your friends, colleagues and clients and understanding and communicating your value?  This one little question can tell you a lot about why you get the referrals you get now and how to get more.

If I asked 10 of your people what you do and WHO you do it for (your CHOIR), would I get 10 different answers?  Would I even get the right answers?  Would they know what you do but not who to talk to?  Would they know WHO but say the wrong thing?

Selling services can be a complex thing, ESPECIALLY when it can be hard to answer these questions for ourselves.  It’s critical to answer these questions well and specifically and even more so to educate your fan club.

If your “fan club” of potential referral sources

can’t talk about what you do or isn’t talking to the right people,

you’re MISSING OUT ON GOOD REFERRALS

AND GREAT CLIENTS.

Make sure you take the time to figure out who you really work with, create simple ways of explaining your WHO to other people and make SURE that you take the time to TRAIN YOUR FAN CLUB so they can spot your future clients and connect you to them.

SPECIFICALLY:

• Don’t Assume…they know what you do.  You’d be surprised how wrong they often get it.  Don’t take it for granted that even clients who have done work with you, even multiple times, are really clear about who you work with and why, often, they are NOT.

• Ask…go out of your way to find out how they describe you, who they think you work with and why.  The best way is to simply ASK the people you hope would send you referrals.  Amazingly, many people are willing to ask for referrals but shy about asking how people describe them, who they think they work with and so on.

• Go Basic…keep it super simple for everyone involved.  Don’t try to teach everyone about every single thing you do.  Make sure you focus on one or two key things with each potential referral source.  Trust me, they’ll often have a hard enough time remembering one basic service and client.  Overwhelming them with ALL the stuff you do is a great way to get NOTHING.

Remember, it’s YOUR JOB to educate your fan club.  If you don’t do your job, don’t assume they know who to connect you to and don’t assume you’ll get the referrals.  The one little question is:

Do you potential referral sources REALLY know

what specifically you do,

how to talk about that service

and who to talk to?

If they don’t, your job it to give them the answers to that question, remind them when they forget and repeatedly supply them with stories that reinforce the message.  Do THAT and you’ll find yourself happily receiving more great referrals.

If you could use some extra help training your fan club, make sure to check out Referrals 101 live in Denver on April 15^th or via webinar on April 21^st.  Click here for more details and to get registered.

REFERRAL Myth’s, Oddities, & Contradictions

Referrals are a widely misunderstood phenomenon.

• We think that trust is key to getting referrals, yet sometimes we refer people we barely know.
• We believe that if we do a good job we will earn referrals from our customers but often our best work produces no referrals.
• We tell ourselves we could get more business if we just did a better job of keeping in touch.  So we send out a flood of postcards and Christmas cards and newsletters and yet the referrals only trickle in.
• We see some people get LOTS of referrals, despite providing the same level of service, or perhaps even a lower level and we wonder why OUR phone doesn’t ring more.

Beyond the myths and mysteries are some simple strategies that can ACTUALLY help you consistently get more referrals.

(more…)

The worst 60 Second Commercials, the most awful elevator speeches and the weirdest introductions all typically share one common and deadly flaw. It’s not that the person speaking isn’t credible. It’s not that their words are necessarily wrong or bad. It’s that they’re doing a commercial. They change the way they talk. Their voice gets weird. They start to speak like they’re narrating a spot for new-and-improved Tide. They use words and phrases that no regular person ever uses. Simple things become an EXCELLENT OPPORTUNITY, a CAN’T MISS EVENT, the SOLUTION to all the problems anyone has ever had in just 3 easy steps. When they’re doing a commercial, they get weird.

60 second COMMERCIALS aren’t really commercials. They’re CONVERSATIONS. Sometimes they’re a conversation between you and a room full of people, sometimes just you and the guy in the elevator. So instead of trying to create and deliver a fabulous commercial, just have a conversation. Have a conversation the same way you have conversations all day every day. If someone isn’t interested in the topic…MOVE ON. Don’t force them to hear a long speech about your business that they’re not interested in…that’s a commercial. If you can’t find the PERFECT words, just say it like you’d normally say it.

Talk like a human being, not a radio announcer. If you sell real estate, SAY THAT. You don’t need to be cute, you don’t have to be coy, you don’t have to do a commercial. You can, you should and you need to just have a conversation. Now that we’ve got that straight, let me give you a couple ways to make your CONVERSATION interesting, ways to engage your audience and alert potential customers that they might want to hear more…

1. Tell them something interesting about why you got into your profession. One of my new favorite people does these AMAZING pastry creations. Nicole got into her profession because her favorite thing growing up was baking with her grandmothers. Now she runs a company that does all sorts of fabulous standards AND extraordinary custom pieces that become treasured memories. (See what she’s up to and get in touch via her website www.agrandefinale.com Also, my birthday is in July and the Chocolate Raspberry Present looks AMAZING.)
2. Tell them something interesting about a specific type of client. I know a great real estate agent who has recently worked with a bunch of successful, executive men after their divorces. She’s very good at helping them quickly find a place they LOVE. These are busy men who are used to having a wife to handle the details of life for them. Working with Nancy, they have someone who will not only quickly and efficiently get them into a great property that the LOVE, she will also handle details like calling Excel to have the electric set up. For busy executives, she’s a life saver. They just have to let her know what they want and she takes care of it. (I know Nancy Levine personally and she is uber fabulous, if you want to get in touch her # is 303-619-7800.)
3. Tell them something about your background that adds unexpected value to your service. I know a presentation coach who is and has been a voice-over-actor and actor’s coach for many years. While many presentation coaches approach their work with a formula (use your hands, don’t ever use your hands) her actor’s training gives her a different perspective. Hillary’s goal is to help you find your best version of your speaking. One of her clients is an executive who THOUGHT he should be some charismatic, Tony-Robbins-style-speaker. She helped him discover his own personal approach, much like each actor brings their own approach to Hamlet. This executive is a fire-side-chat type of speaker. He’s brilliant AS THAT and would probably struggle mightily as something else. (If you could use that kind of coaching get in touch with her at www.hbvoice.com)

All these strategies are based on finding your CHOIR and letting them buy vs. selling EVERYONE…or as I like to call it death by persuasion. Your job is to speak in such a way that your CHOIR, the people who are looking to do business with someone like you, can find you, recognize you and eventually buy from you. Stay focused, keep it simple and talk to people…you’ll be off to a great start.

For more help connecting to your choir, check out our upcoming classes in the classes and books section of our website. They are AWESOME. www.maverickandcompany.com

NO SMALL THING

Words are no small thing. A perfect phrase can stick in your brain, can inspire you, can round up the troops and put out fires. A perfect phrase can change everything. With just over 700 words, Abraham Lincoln turned the public health hazard, the field littered with dead bodies, the horror outside Gettysburg into a turning point of the war.

YOUR WORDS

A simple 60 second commercial might not be quite so simple if it connects you to your biggest client or a lifetime of referrals. Taking the time to find the right words, investing the money to buy the right words if necessary can pay off over and over and over.

FAMOUS EXAMPLES

Consider for a minute some of these famous phrases and how different they could have been. “I have a dream.” Martin Luther King OR “Hey guys, I’ve been thinkin’.” “We have nothing to fear but fear itself.” FDR OR “Suck it up you pansies.” “Frankly my dear, I don’t give a damn.” Rhett Butler in Gone with the Wind OR “Whatever, I’m outta here.” “Give me liberty or give me death.” Patrick Henry OR “Suck it England.”

WORDS MATTER

Make sure you take the time to create words that work as hard as you do. It isn’t about being perfect, but a perfect turn of phrase can make all the difference.

ONE LAST THING

Talk is cheap.Great talk is priceless. And a great 60 second commercial will cost you about 50 bucks. If you’d like to get some great talk of your own, please check out our upcoming classes at www.maverickandcompany.com

Next month we’re launching a new series of sales and marketing programs beginning with 60 SECOND COMMERCIALS 101. In it, students learn all the ins and outs of great 60 Second Commercials that actually sell and get you referrals. Included in this information are the SIX BIGGEST MISTAKES people make in their 60 second commercials.

Today I’m going to sneak you one of my favorite ones.

Mistake #3: PAPER CRAP

Mistakes are usually made by people who just don’t know a better way to do things. PAPER CRAP is the mistake you make when you give people STUFF THEY DON’T ASK FOR…your brochure, your flier, even your business card. You think you’re giving them valuable treasure, they feel like they’re getting PAPER CRAP. ‘PEOPLE DON’T WANT YOUR STUFF–Here’s the thing. People don’t want your stuff. They’ve got offices full of their own paper crap and mostly, they just don’t need or want yours. Unless they ask for it, DON’T give them stuff. It doesn’t matter how pretty your brochure is, how much you spent on it or how full it is with useful information…they’re probably going to trash it the minute they’re safely our of your sight. To them, it’s just PAPER CRAP. PAPER CRAP VS. THE CHOIR–PAPER CRAP occurs when you’re trying to sell to everyone instead of doing the work to connect with your CHOIR—the people who would just love to buy from you if they only got the chance.

Sell to your CHOIR, create resources that your CHOIR would want and need and don’t bother creating or pushing PAPER CRAP.

Why MAVERICK?

Naming a company is a tough thing to do. I picked MAVERICK for a range of reasons (in part, it had been a nickname of mine.) Beyond the unmistakable cool factor of the name itself however, the actual story of Samuel Maverick perfectly highlights two of the core ideas we believe in here at MAVERICK & COMPANY.

THE HISTORY

First a little bit about how the word itself became a part of our culture. The Merriam-Webster Book of New Word Histories MAVERICK: In south Texas in the middle of the 19th century lived a lawyer, Samuel A. Maverick [[1803-1870]], who was to have his name immortalized because of some cattle that happened to come into his possession. He was not a cattleman himself, but a client of his gave him 400 head of cattle in lieu of a $1200 debt. Maverick had no use for the cattle, and so left them in the care of one of his men. The cattle were never branded and were allowed to roam at will. Inclined to take advantage of this situation, neighboring cattlemen burned their own brands on the strays, which were then herded with their own. Although Maverick eventually sold his depleted herd, the term ‘maverick’ to designate any unbranded cattle caught on and spread throughout the West. By 1890 the term had acquired the transferred sense ‘a rootless wanderer.’ American travelers abroad carried this sense of ‘maverick’ with them, and the British were quick to adopt the useful appellation. . . . . .About the same time, ‘maverick’ was applied to a member of a group who refused to accept one or more of the policies espoused by that group. Political mavericks have bolted their parties, religious mavericks have been tried for heresy, and intellectual and artistic mavericks have set independent courses of pursuit, refusing to be ‘branded’ with restrictive or conformist labels.

OUR APPROACH

Here at MAVERICK & COMPANY we take a straightforward approach to working with businesses. We believe two important lessons can be taken from the story of Samuel Maverick and the mythology his story inspired. 1. BE A MAVERICK A maverick is someone who is unafraid of taking risks, breaking rules when necessary and is not someone who has a need to follow the status quo. BE a maverick. Be willing to bend, challenge or break the rules. Don’t just do things that way because you’re supposed to or that’s the way everyone else does them. Especially when it comes to building your business, one of the best things you can do is break some rules, do your own thing, go your own way and then let your competition try to keep up with you. 2. BRAND YOUR CATTLE Sometimes the simplest, most traditional solution is also the best one. Samuel Maverick lost a ton of money because he wouldn’t take the small, simple, rational step of just branding his cattle. So while it’s good to try new things and approaches, one of the other best things you can do as you build your business is to brand your cattle. There is no value in being wild for wild’s sake. Many people associate the word MAVERICK with innovative thinking, a willingness to take risks, and the cool factor often attached to people and ideas “outside the system.” Here at MAVERICK & COMPANY, we believe those things too. Alternately, less commonly and JUST as important for us is the idea that a real MAVERICK must also be willing to do the most revolutionary thing of all, play by the rules. At the heart of our brand is a deliberate tension between the renegade and the conservative. We believe that being willing to do ANYTHING gives you the extraordinary opportunity to do the SMARTEST thing-which is sometimes the flashy, risky, seems-crazy approach and sometimes is a the most simple, boring traditional one. Be a MAVERICK. Brand Your Cattle.