CHAPTER 7
Social Proof Is a 24/7 Sales Force
Just as the sun was rising, Susie looked at her watch. Smiling, she realized she had just run the last mile of her morning jog in under eight minutes. She turned onto Main Street and slowed down to catch her breath and enjoy one of her most favorite views of the ocean. It looked different this morning, more vibrant. The fog was still heavy, and except for the light patter of her running shoes, all was quiet, almost surreal.
She thought to herself that a sub-eight-minute mile hasn’t happened in a while and, with a smile, noticed that at the end of her run she had more energy than the other day. She was excited about that, fired up to start the day, and eager to put into practice the process she was learning.
Fifty minutes later, she walked briskly down Main Street again, looked to her left, and enjoyed the view of the ocean. The morning fog had just started to burn off. She stopped briefly, closed her eyes and took a deep breath, and continued on. She checked her satchel and placed her hand on her notebook, excited to share her latest goal with Highground.
Like the day before, when she walked into the coffee shop, Highground was already there. This time he was seated and engrossed in the morning paper when he looked up.
“Good morning, Susie!” he chimed, “Are you ready for what this day brings?”
“Absolutely. Can’t wait! I’ve never been more ready.”
“Superb. Grab a coffee and let’s review your latest goal. Then I’ll outline the rest of your day.”
Ten minutes later, the two were seated; coffee mugs, papers, and Susie’s opened notebook covered the table. As on the previous days, Highground looked over Susie’s completed goals, nodding approvingly. He pointed at her notebook as he looked up.
“This is really good stuff, Susie. You are all over this. So, do you have any questions?”
“I do, David. I was very impressed with Sara’s operation yesterday. She’s obviously very comfortable with new technology and how it works with your process. How do you handle the constant changes in technology, and how does that affect the personal relationship philosophy and process you teach? I mean it feels like almost every day someone’s talking about the latest, greatest business app.”
Highground smiled and replied. “Excellent question, Susie. The answer is simple. The key to the process is based on one thing and only one thing. It’s based on putting your relationships before your products and services, putting the needs of the people you meet and work with be fore your own.” With both hands opened he continued, “I’ve been coaching this process for a long time, well before the advent of social media and terms like ‘cloud-based computing’ and ‘social proof.’
“Like I shared with you yesterday, the reason this philosophy and process has always led to success in business is that it’s based on a universal law, the great commandment, or, more commonly, the golden rule. Everything constantly changes in business and life—except the power of relationships.”
Leaning forward, he lowered his voice and said, “Here’s the thing, Susie, I’m a lifelong learner and always ready to consider new ideas as long as they are in line with my philosophy. If a new process will serve our clients, is a value add for them, and puts the relationship first, I’m all for it. Mine is a principle-based approach first, as opposed to being process based.”
Susie replied, “I get it. If I look through the lens of ‘relationship first’ when considering any changes or additions to my process, technology or whatever, it’s got to fit.”
Highground laughed. “You’ll be coaching others on this process in no time. You got it!”
With the notebook facing Susie, he opened it to Principle 5 and continued, “Today you are going to meet Dr. Jeanne Hogan, and she will give you some tremendous insights and processes you can use regarding social media and how to develop your own social proof. One of the key components of social proof is the recommendation of your satisfied clients to encourage your prospects to buy from you.
“As we just covered, this principle is a good example of how we embrace new technology and new ideas to further the philosophy and process you learned. I’ve saved this for last because Jeanne is a great communicator, and the principle she will share will help you develop more new clients out of all the new referrals you will receive.
“Jeanne’s sociology PhD and work in the corporate market are based on how to ask the right questions to obtain the right, usable, quantifiable data to grow a business. ‘Quantifiable’ is the operative word here, Susie. As you will find out, most companies rely on anecdotal or best-guess data.
“The insights and processes you will learn from Jeanne will increase your referrals and increase your current conversion rates of your prospects to clients.”
With none of the negative body language Susie demonstrated two days earlier, she enthusiastically replied, “I can’t wait to meet Dr. Jeanne!”
“Hey, did I hear my name?” With a welcome smile, Jeanne was standing behind Susie.
Highground immediately stood up and hugged Jeanne. “So good to see you, Jeanne. Are you ready to share Principle 5 with Susie?”
Turning to Susie and extending her hand, Jeanne quickly replied, “Absolutely. Social proof is a 24/7 sales force. Leverage your testimonials, case studies, and online reviews—all key components of social proof. Susie, it’s my pleasure to meet you and a pleasure to share what I know.”
Susie stood, “As I was just saying, Dr. Jeanne, the pleasure is all mine!”
Jeanne replied, “Excellent, Susie, but please, my friends just call me Jeanne.”
Highground smiled and effortlessly positioned himself to make his exit, “Enjoy your time together, ladies! I will see you two at Jeanne’s office at noon.” He was out the door before they could finish responding.
Turning back to Susie, Jeanne said, “Let me give Bennie my order and we can sit outside and enjoy the morning as we talk. Grab us a table and I’ll be right there.” Susie smiled as she noticed her favorite table was available, off to the side—the one with the oversized umbrella and a clear view of the water. Perfect, she mused to herself as she put her satchel and coffee down and took out her notebook.
As Jeanne backed out the door with her medium mocha light with a half pump of chocolate and extra whipped cream, she was carrying two dishes with a scone on each. She laughed and said, “I couldn’t resist the chocolate chip scones. They were screaming at me, ‘eat me, please eat me!’ To ease my guilt, I brought one for you.”
Susie responded, “Thank you, Jeanne, you are a mind reader!”
Jeanne again laughed and continued, “Some say that, but really I’m just a good researcher and observer. Basically I’m a relational-business who’s an academic at heart. In reality, the chocolate chip scones are normally sold out before I get here in the morning; one doesn’t need to major in social research to observe that.
“Let’s get started, Susie. Highground has given me your background and, of course, I know the others you’ve met and the first four principles they’ve shared with you. My question for you is, how are you feeling right now? Do you think you have a grasp on the concepts you’ve listened to?”
Susie felt as if she had been friends with this woman for years. With confidence she said, “Absolutely, Jeanne. As a matter of fact, if I hadn’t met each of them and heard their stories about how they applied this system in their business, initially I might have felt it was too simplistic, too basic. But they have been walking, talking examples of how Highground’s philosophy and process works. And the real eye-opener for me is they were all coming from different places: they all have different businesses, skills, and hurdles.
“And it’s working for all of them. And each has added additional components to the process so it works for that person’s own style and industry.”
“That’s beautiful, Susie, and I appreciate your candor. When I first met Highground, I wasn’t in such a great place. You see, I had been teaching at the university for fifteen years and social media had become mainstream. Because of my social networking research, articles I had written, and my weekly blog, I was invited to speak at a number of social media conferences. I started getting calls from companies that wanted to hire me.
“I was totally comfortable in the academic world, but truth be told, I felt like a fish out of water when it came to working with corporate executives. I would get so nervous when they started talking about wanting to pay me for my services, I wanted to retreat back to my classroom. That’s when I was referred to David Highground, and he was a breath of fresh air to me. His words and process resonated big time for me. He’s the reason I didn’t retreat back to the world of academia.
“Here’s the thing, Susie. I grew up in a small southern town with a population of less than one thousand, and my father was the local banker. Aside from understanding the science behind Highground’s process, I watched my dad live out the golden rule his entire career. Let’s be honest here: you can’t upset too many people in a town the size of ours if you want to stay in business!”
Jeanne laughed, which made Susie laugh as well. “Susie, do me a big favor and start eating your scone so it won’t start talking to me again.” Together, they laughed harder.
“The golden rule was what Dad was all about. He used to tell me, ‘Jeanne, honey, the things you do for yourself you take to the grave, but the things you do for others last forever because they’re your legacy.’ My father built a legacy; he was loved by everyone. I’m here today because I want to follow in his steps. It’s because of him that I believe so strongly in Highground’s philosophy and process and absolutely know it will help you!”
“Thank you, Jeanne. I look forward to the day I can do something good for you, too,” Susie replied.
“You already have, Susie. You’re eating the scone!” In chorus, they both started howling again.
Wiping her eyes, Jeanne leaned in and said, “Okay, let me get down to what I’m here for and that’s to tie together the first four principles and place a ribbon on them with the fifth and final principle, which is ‘Social proof is a 24/7 sales force. Leverage your testimonials, case studies, and online reviews.’
“If you do an online search of ‘social proof,’ Susie, you will find it is also referred to as informational social influence. It’s a psychological phenomenon where people adopt the actions of others in an effort to reflect proper behavior when making their own decisions.
“Here’s a quick picture of how social proof can work like a 24/7 sales force for you. You’ve purchased books online, right?”
Susie replied, “Many times.”
“When you look at a book that has one hundred five-star reviews, you’re more likely to buy that book over another book on the same topic with five reviews, right?”
“Same principle applies; those one hundred people are reaching out and referring or recommending that book to you and telling you why you should buy it over the one with the five reviews. In a nutshell, research tells us the buying needle moves if you have a minimum of twenty-five positive reviews or twenty-five viewable positive testimonials. The social proof phenomenon of adopting the same buying action of the one hundred reviewers kicks in. The same principle applies to your business.”
Susie slowly shook her head, “I never thought about it that way, but that makes sense. But I have a question, Jeanne, and I mean no disrespect,” Susie gingerly said as she pointed to her notebook. “Everything you say makes sense to me, but how does social proof, like those positive reviews, fit in with putting the relationship first and generating referrals with people in my database?”
“Great question, Susie,” said Jeanne. “The reasons Highground added this fifth principle based on social proof are straightforward. First, social proof, when based on quantitative data as we define it, is the type of information you or I would want to have before we make a decision to say yes or no to any offer. Making it available to your prospects embodies the golden rule. Do unto others …”
As if on cue, Susie nodded her head and chimed in, “As you would have them do unto you.”
Jeanne leaned slightly forward with her hand held high, made a fist, and quickly pulled it down, “Yes, perfect, Susie. You’ve got that down cold! His second reason is the positive reviews. The essence of positive reviews is the recommendations of your satisfied customers, the same customers who are your As. Some software applications that help generate testimonials and reviews actually generate referrals after customers have agreed to write a testimonial or review.
Principle 5: Social proof is a 24/7 sales force. Leverage your testimonials, case studies, and online reviews.
“The first four principles are primarily in place to generate referrals. The third reason he added the fifth principle is to help you use technology to convert more of those referrals to clients. Make sense?”
Susie quickly responded, “Definitely!”
Jeanne continued, “Through my research of social networks at the university and work in the marketplace, I’ve learned that social proof has five key components. The first component is testimonials, the second and third are general and specific client satisfaction data, the fourth is case studies, and the fifth component is the all-important online reviews, as we just spoke about. As a caveat, others have identified additional components; however, from my point of view, all others are subcategories of the five I just shared with you.
“So today, Susie, we are going to focus on a couple of areas of social proof for your business. First, we are going to put together a strategy to obtain a minimum of twenty-five testimonials or online reviews. Second, we’re going to help you identify three highly satisfied clients you or your company has served that will become your social proof case studies. We will discuss how and why in a moment. Sound good?”
Looking up with her notebook opened, pen in hand, Susie again smiled. “Most definitely.” she replied.
“Susie, there are plenty of viable approaches to incorporate social media into your marketing efforts, including targeted online paid ads, blogging, posting, and building a targeted list of followers. They are all good, but I want to caution you that the good sometimes becomes the enemy of the best. You, like all of us, have limited resources and bandwidth, so it’s important to focus on the best ideas that best match your philosophy.
“That is, you can generate new business in many good ways using social media, but what are the best ways that fit with this new philosophy you are learning? As you adopt this philosophy and start communicating from your third level as Highground has shared with you, your authentic voice will be heard. The best marketing processes will be aligned with your philosophy and process, which in turn will lead you to your Perfect Client Avatar. Your best choices are all aligned and connected!”
Fascinated with Jeanne’s detailed explanation, Susie replied, “Sounds amazing. It also sounds very expensive.”
Nodding her head and confidently smiling, Jeanne said, “It’s not inexpensive, but it’s all relative to results. For instance, we worked with a fellow by the name of Edward Hillier who produces a couple of large conferences every year. Last year his company generated over $10 million with thousands of seminar attendees. We developed several surveys for the attendees to complete and generated over one thousand testimonials with permission to use them in his marketing materials! As importantly, we developed quantitative general and specific satisfaction data for him to use. Now he has the information to help his future prospects make an educated decision to attend and become part of his huge database of satisfied clients. In doing so he is building deeper relationships with each one of his attendees and is generating significantly more referrals and revenue through his database.
“Edward and his staff are over the top with their results. Since the testimonials and quantitative data were incorporated into all the marketing materials and offer pages, his conversion rates have been going through the roof. He’s on track to increase his revenue over 10 percent this year. That’s almost $1 million in additional revenue, with most of that dropping to his bottom line as his overhead is already paid.”
Jeanne smiled and then deadpanned, “Our fee was a lot less than $1 million. As I said, he’s over the top with his investment and results.
“But here’s the thing, Susie: I understand you operate a small business on a limited marketing budget. So let me explain how you can obtain social proof that will grow your business. First, it’s important to realize you can generate social proof on your own, and you probably have. However, you must also understand how to use it to best leverage it so it generates results for you.”
Susie smiled. “Thank you, now you are talking in a language I understand.”
Quickly matching her smile, Jeanne continued. “Got it, no worries. Let’s talk about one of our other clients, Maria De Los Angeles, who owns a hair salon in town. I think you’ve heard of it: Maria’s Hair Spa.”
“I know exactly where that is. I’ve been meaning to try it,” Susie quickly responded.
Jeanne continued, “Good. Maria’s husband works with us, and Maria gave us permission to share some of the details of her results with you.”
Susie enthusiastically responded, “Wow, how nice of her. Now I’m definitely trying her salon.”
Jeanne smiled. “You’ll love her. Maria is beautiful inside and out. She’s all about customer service and making sure her clients always enjoy their experience at her salon. She’s a force of nature. You know the type, she keeps her place so clean you can eat off the floor, effortlessly handles two clients simultaneously, and directs the employees at the front desk, all while making the client in her seat feel special. Great place. I’m a client, been with her for years.”
Nodding her head, Susie said, “I’m making an appointment this afternoon.”
“Excellent, Susie. So, are you with me so far?”
Squinting into the sun, Susie replied, “Oh my gosh, Jeanne. I can’t believe how easy to understand you’ve made everything! Yes, I’m with you!”
Jeanne stood up and adjusted the umbrella to block the sun that had just started shining into Susie’s eyes. Susie replied, “Thank you, Jeanne, and thank you for your insights!”
“Okay, who needs a refill?” They were both so engrossed in their conversation that neither realized Bennie was standing next to them.
Jeanne quickly replied, “No can do, Bennie. Susie and I are on our way to my office to meet with one of my associates.”
Looking quizzically at Jeanne, Susie responded, “We are?”
“Yes, we are. Let’s go; I’ll explain on the way.”
Jeanne and Susie, in lockstep, strode down Main Street for three blocks as Jeanne did most of the talking. Jeanne then stopped and walked into the old fish canning warehouse, which had been transformed into a loft and office workspace, adjacent to the Fish Market restaurant.
Susie said, “I love this old building and what they did with it. How long have you been here?”
“Two years next month, about the same time I started working with Louie, the fellow you’ll meet momentarily. It was the same time I changed my business model and started partnering with top-flight consultants to represent my firm. Louie was the first outside consultant I certified. He’s a pro, and don’t let his blond-haired, blue-eyed charm let you think any different. His clients love him, and he knows how to quickly isolate the important issues for them and find the right solutions.
“I let him know we are working together to get you up to speed with Highground’s system. He agreed with me that the case studies of a small and larger business would answer some of the questions you might have about how Principle 5 fits into Highground’s process and how you can implement it. That’s what we will cover in a few minutes.”
Jeanne opened the heavy glass antique door to the expansive converted warehouse space and waved to Louie, who was already sitting at the large conference table in the center of the office.
“Hi, Louie.” Jeanne smiled and said, “Susie, this is Louie Tejoni, consultant extraordinaire. Louie, meet my new star student, Susie McCumber.”
“Very nice to meet you, Susie,” Louie graciously responded.
It was quickly obvious to Susie why Louie connected so well with his clients. He exhibited a combination of charm and sophisticated style. “It’s my pleasure to meet you, Louie,” Susie responded with a warm smile.
Jeanne couldn’t help noticing some initial sparks radiating between the two and said, “Perfect. Let’s sit down and get to work. Highground will magically appear in less than forty-five minutes.”
Back into business mode, they all sat down, with Jeanne at the head of the conference table, Louie to her immediate left, and Susie to her right, across from Louie. Jeanne continued, “Louie, I’ve shared with Susie that you and I have been engaged by a fairly large seminar company as well as a local hair salon to help each develop its own social proof and ultimately generate more referrals.”
Taking her cue, Louie said, “Outstanding. So, Susie, our process is simple. Our initial education with interested parties includes our social proof white paper and a complimentary educational social proof webinar that features our own thirty or so testimonials and case studies. What’s important to us and our clients is that we use our own services; as they say, ‘we eat our own dog food.’ Perhaps that’s a bit too graphic, but you get the point. For those interested in learning more, I send a confirmation e-mail. It includes an outline of the engagement, our deliverables, our new-client responsibilities, and our fees and time frames to execute. The initial engagement for larger companies, from start to finish, takes about four to six weeks.
“But here’s the thing: when the quantitative data we develop is presented and used properly, it significantly increases our clients’ revenue by increasing their conversion rates with their existing prospects and generates a steady flow of referrals.”
Louie opened his computer and projected an image on the large antiqued whiteboard situated at the end of the conference table facing Jeanne. He got up and walked over to the image and faced Jeanne and Susie.
“Here’s Maria’s website that Jeanne shared with you. Research shows that the minimum number of reviews that prompt potential clients to a buying decision is twenty-five. Basically, it’s safe to say that most people don’t believe you can manufacture that many reviews. As you can see, Maria’s Hair Spa has over fifty reviews, and more than forty are five-star reviews. We’ve worked with Maria from the beginning, and I can tell you that the telephone calls generated by her reviews and the additional referrals she received started ramping up at twenty-five reviews.
“Maria’s a quick study. When her phone started ringing with new business and referrals, she got this concept in spades. She worked with us to develop a couple of simple processes to encourage new clients to write a review after they completed their first appointment.”
Susie, fully engaged, asked, “But what about the negative reviews? I mean I know some business owner clients that are so afraid of online reviews because they could get negative ones.”
Jeanne replied. “Good question, Susie, we get into that conversation with every client. First thing, we encourage all of our clients that use our platform or other platforms to put a process in place to get feedback from every client. Think of your own experience and how you feel when you read reviews. As long as there are enough of them—again, our recommended number is twenty-five—generally, you won’t have an issue with a couple of negative reviews. It’s natural. We tell our clients to go for an image of a pistol when looking at one- to five-star reviews. Of course, your five-star reviews represent the long part of the barrel; three and four stars, the trigger area; and two and one stars, the handle.”
Susie walked over to the image on the whiteboard next to Louie and said, “That makes sense, but how do you handle new negative reviews?”
Jeanne smiled and replied, “Here’s the thing Susie, none of us want a bad review; they hurt! But you can meet them head-on with reasonable online responses that you want to make things right. A number of simple processes are available online; just do a search for ‘how do I handle a bad online review?’ Basically, you will learn that you thank the respondent for pointing out the problem, let the person know you want to make things right, and also let them know in a public response that you have sent them an e-mail explaining you do want to make things right and will handle it personally and offline. Everyone will see you living out the golden rule and your authenticity in writing, and as this happens, you’ll receive the benefit of the doubt. Especially when the majority of your twenty-five reviews are positive! Make sense? You will even experience your good clients defending you with comments that you are wonderful. Make sense?”
“Sure does,” Susie quickly replied.
Jeanne continued, “So your first objective is to obtain twenty-five testimonials and/or reviews to make visible for your prospects on your website and in your marketing materials, similar to Maria’s site. You can use some basic online tools such as the one we offer, you can do it by using social media review sites, or you can do it the old-fashioned way by asking people for testimonials. I have to caution you that the last way takes a lot longer and can become difficult without a process like an annual client review.
“Back in the day, I used to help professionals like you create client satisfaction questionnaires that included testimonial requests with a check box where people could give their permission to use what they wrote. That method still works, and I’m happy to dig up a couple of old samples for you if you like.
“Bottom line, Susie, if you buy into the importance of testimonials like Edward, Sheila Marie, and everyone else that’s worked with you the past couple of days, you’ll get busy getting it done. It will increase your business, and the information that you provide will help your referred prospects make an educated decision to work with you.
“Think about it. If you don’t get busy making it easier for your prospects to buy from you, they’ll buy from your competitors. And I know many of them don’t deliver what you do!”
Susie replied emphatically as she sat down and clicked her pen open, “You got that right! It’s as good as done. It’s on my list of things to do!”
Jeanne looked at Louie, smiled, and said, “See, Louie? I told you the girl is a rock star!”
Louie smiled and nodded his head up and down.
Jeanne stood up and turned to the smaller whiteboard behind her chair that matched the larger whiteboard with Maria’s website home page still visible. With a large erasable marker in her hand she began to write as she talked: “Okay, let’s get to your last objective today and that is to identify and develop three case studies of your best clients.”
Susie was taking notes again and mused to herself how effortlessly Jeanne framed the points she was making—what a great teacher. She did her best to transcribe what Jeanne stated earlier:
Principle 5: Social proof is a 24/7 sales force. Leverage your testimonials, case studies, and online reviews.
1. Obtain a minimum of twenty-five testimonials and/or online reviews.
2. Create a minimum of three case studies.
3. State the objections your case study subjects had before they chose you and engaged your services.
Turning back to Susie, Jeanne pushed the cap of the marker over the felt tip with a click and said, “As you develop your social proof testimonials and reviews, several of your clients’ statements will stand out to you.” Laughing, she added, “Just like those chocolate chip scones were screaming at me.”
Smiling while she kept taking notes, Susie replied, “Got it.”
“Again, the reason you want to set a goal to develop twenty-five testimonials or positive reviews is, just like the 250 names is the tipping point for a stream of consistent referrals coming from your own database, twenty-five positive testimonials is the social proof tipping point for new prospects believing and acting on the recommendations from your clients. Does that make sense, Susie?”
“Absolutely, Jeanne. Got it!” Susie replied.
“Super. Now in regard to your potential case studies, keep in mind you are looking for over-the-top, expected outcomes that your products and services have produced for your clients. You should first look to your As for the majority of these candidates. Trust the golden rule; they will want to give back to you. If you have a choice, you want to select case study candidates that are as close to your Perfect Client Avatar as possible.
“Here’s the thing, Susie: the principles you have learned over the last couple of days are all tightly related and focused to help you find the clients you want so you can build a business that you can enjoy.
“Now, your business market is other businesses, right?”
Susie looked up and replied, “Right.”
“Excellent,” Jeanne said. “What are the top three objections why business owners or decision makers don’t take you up on your offer?”
Stroking her chin, Susie responded, “Well, I know that answer only because the company I represent just gave me a research report that outlined the three top sales objections. It said the first reason is that prospects don’t see the fees we charge for our products and services as an investment with a reasonable ROI because we don’t adequately explain the outcomes. So, instead of an investment, they see our fees as an expense with no return. Second, if we don’t use success examples from our prospects’ industry, they say their business is different and they don’t always make the connection that what we have will work for them in their industry. And the last is believability. Bottom line, the report says sometimes prospects just don’t believe what we are saying is true.”
Susie looked at Jeanne and Louie and said, “What? Why are you two smiling like a couple of Cheshire cats?”
Jeanne replied, “Sorry, I’m just so excited for the results you are going to experience. Imagine for a moment that in your next presentation, or when referred prospects are on your website, you could enter the conversation going on in the prospects’ mind? Well, you can. Through your case studies, you frame the top three objections as questions your case study participants were asking themselves before they bought. Your case study testimonials then answer those objections.
“The reason you want a minimum of three case studies is to make sure you can handle the three key objections with three different case examples. These case studies, along with the social proof phenomenon, go to work for you and help your new prospects decide to become clients.
“Imagine for a moment what your business will look like when you have twenty-five testimonials and three solid case studies that answer the main objections for your referred prospects that are considering engaging your services?”
With a raised hand, Susie replied, “It means I am going to generate a lot of new referrals and new business in the future!”
“Exactly,” Jeanne replied.
No one noticed that Highground had slipped in the front door. Walking out from behind Jeanne’s teaching whiteboard, he said, “Jeanne, our student sounds like she is ready for graduation!”
With only a hint of surprise at Highground’s appearing without detection, Jeanne smiled, gave a thumbs-up, and said, “Susie is what I call a hyperresponder: she is ready to implement.”
Highground replied, “Good stuff, Jeanne. Well done, Susie!
“I’m famished. Louie, would you like to join us for lunch next door at the Fish Market? I have a twelve o’clock reservation and you are more than welcome to join us.”
“Thanks, David, but I already have lunch plans with a new prospect. Jeanne’s killing me. Her stuff works too well and it’s cutting into my social life and my twelve handicap!”
“From your lips to God’s ears, Louie, next time. Go get ’em!
“Ladies, shall we?”
All four exited as Jeanne flipped the lights off on the metal box connected to the one-hundred-plus-year-old, faux-painted cement wall.
It was after two o’clock when Susie, Jeanne, and Highground pushed open the double glass doors and exited the Fish Market restaurant. They turned left, walking onto the sidewalk toward Jeanne’s office.
“Jeanne, Susie, thank you for the marvelous company and conversation. We may not have solved the world’s problems, but I think you, Ms. McCumber, are definitely on the right track! Wouldn’t you agree, Jeanne?”
Smiling, Jeanne chimed in, “I’ve been a teacher for a long time, HG, and I know summa cum laude material when I see it. Susie is destined for good things.”
“Thank you to both of you, and I very much appreciate your confidence in me. So what are my next steps?” Susie replied.
Highground responded, “Susie, I want you to take a walk, enjoy the rest of the afternoon, and find a quiet place to complete your final goals and review everything you experienced over the last two and a half days. I’ve forwarded another audio file for you to listen to. Remember, like your previous goals, write the last two goals as if you’ve completed them. Then review everything in your notebook to date, making notes to yourself on every point, filling up every blank place with simple, achievable goals and with ideas and questions.
“Let’s meet at 8:00 a.m. tomorrow morning at Bennie’s to get you started with your new life!”
“I’ll be there!” Susie quickly confirmed and headed up Main Street. She sat on her favorite bench overlooking the water, popped her earbuds in, opened her notebook, and started to write.
GOAL 8
Goal: Develop twenty-five testimonials and/or online reviews.
Goal date: Twelve weeks from today.
The date is September 15 and I have: put in place an automated client satisfaction survey and e-mailed it to all my current and past clients. In addition, I have engaged an online review contractor to encourage my current and future clients to write online reviews of my services.
I have already experienced: tremendous feedback from my satisfaction survey. I now have over twenty testimonials from my past and current clients with their permission to use them in my marketing materials. I also have twenty-five online reviews of my services.
I feel: empowered knowing that almost all of my clients have responded positively to my working with them.
I am excited about: the additional insights the process of obtaining testimonials has taught me. I received ten additional referrals I never would have had by being proactive with my satisfaction survey and requesting referrals from those that responded in a positive manner.
My associates and colleagues are: totally impressed with me. They continue to ask questions and advice on my approach.
I am determined to: stay the course and follow the process. I now know that I can be successful in this business and reach all of my personal and financial goals.
GOAL 9
Goal: Identify and develop three case studies to use in my presentation.
Goal date: Twelve weeks from today.
The date is September 15 and I have: identified and interviewed my three case study candidates that I located through my satisfaction survey. Based on the experience each has had with my products and services and the questions they had when deciding to purchase, I developed a white paper.
I have already experienced: my first sale since incorporating the white paper and case study examples in my presentation.
I feel: extremely confident presenting my products and services and answering all the potential objections up front, before they are asked, through my white paper and presentation.
I am excited about: reaching my new sales goals this year and am now on track to do so.
My associates and colleagues are: blown away with my white paper and newfound success. They have moved from asking for advice and are now asking if I would become their personal coach for a fee.
I am determined to: follow Highground’s example of being a lifelong learner and am now actively researching several coaching groups to get involved in.
Susie sat back, laid her pen down, and looked at her last goal. Then she flipped back to the beginning of her notebook to scan the other goals along with the principles, and her eyes landed on her first hastily jotted attempt at her 250 by 250 list. Principle 1, she thought: The 250 by 250 Rule. It’s not only who you know that counts, it’s who your clients and associates know that matters most. She now had close to one hundred names on it. She looked them over one by one, getting more excited with each name.
And she began to automatically ABC them all, jotting down the appropriate letter by each name and checking the ones she’d tried the first day for practice to see if she still agreed with her rankings.
Principle 2, she thought with a smile: Build a database and ABC it. Now she could see how the list worked. In fact, she was actually looking forward to having this great reason to reconnect with some of these old, familiar names—after she had sent out her confession letter.
Principle 3: Just Let Me Know. Educate your clients about how you work and your value to them through regular, tangible actions performed, she quoted proudly to herself. Principle 4: Communicate consistently, personally, and systematically. And Principle 5: Social proof is a 24/7 sales force. Leverage your testimonials, case studies, and online reviews.
Interesting, she thought, shaking her head. She realized that she remembered the first five principles of the process easily. The best part, though, was that she could see how the whole plan was coming together right here before her. It was truly simple, with amazingly deep, ongoing results—this wonderful philosophy and process that puts the relationship first and is working for those she had visited. It works because at its foundation is the deepest of universal truths: the great commandment. And its fruit is the golden rule—treating others as we want to be treated, loving others as want to be loved. Smiling, she thought, And when I work and live this way, God’s joy will be in me and my joy will be complete.
She closed the notebook and rested her hand on it. “Oh my,” she mumbled, grinning to herself. “I’m going to have a hard time sleeping tonight.”
And she was exactly right.