An irresistible USP!
(Unique Selling point)

I recently spoke to a web design company that was selling websites but didn’t have one themselves!

This seems strange on so many levels. Yet it made me think. I started to look at companies that help people to get new business, for example advertising agencies, web design companies, SEO and social media specialists, internet marketers and sales training companies.

What I found out astonished me! The majority (of those who tracked where new business came from- so many don’t) don’t actually get much new business through the medium they are selling to their clients. How can that be?*@!

Can you believe…

• Many advertising agencies don’t advertise their own services through the means they propose to their clients.

• The majority get on average 70-90% of new business by ______________? Yes, you guessed it – referral (word-of-mouth).

This I realized is a really cool USP for any referral / networking trainer because it means that we can work with any other business development company. If they get most of their business through word-of-mouth/referral marketing, we can help them to generate more of that business and show them how to make it predictable rather than by chance.

The challenge is… we just need to find one that will value such a system! My experience, unfortunately, is the opposite. Most of these companies blindly refuse to accept or believe in referral marketing. More often than not, they haven’t even thought about it and sometimes feel threatened by referral marketing companies, thinking that we are their competitor.

If only they realized… a company you see as your “competitor” can end up being your best referral source. Let’s face it – we all need advertising, websites, social media, etc. in order to be successful. But if your company gets 60% and above via word-of-mouth, doesn’t it make sense to add word-of-mouth /referral marketing to your marketing mix??

How sad that very few companies are allocating their marketing spend according to the methods that bring them the most business.

What do you think? I would love to hear your feedback.

I was at a networking event recently and someone asked for my opinion.

It was an interesting scenario. The individual was being sent bulk e mailers ( through Linked in ) They were basically started by “Hi”. There was no use of his name.

His issue was that:

Firstly, the mailers were so often that it was now annoying.
Secondly, the subjects were not of interest to him

While I thought to myself this is something I have heard a thousand times.People being put on lists and spammed relentlessly. What surprised me was the following:

He had originally asked to be included in this” linked in” group because he had known the person ( for about 29 years) but now he was looking to remove himself from the connection! In fact, what also became an issue was that they new each other so well, that he at least expected for his name to be used. He felt their relationship had been devalued.

He had also started to question the individual and his companies ability to do what they promised as a service which was to brand and market companies/people using the internet as a medium. This based on his own frustrations and experiences.

What are your thoughts? Are blanket emails ok? Do they effect your reputation? Would you have been annoyed in this situation? Was he over reacting?

Mike gives us his second tip from our trip on the mountain bike trail

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well, nearly Everest. PoonHill, Annapurna Circuit Nepal
What do you think of Nepal ever been there? If you want to go I recommend www.mountainquests.com

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In the last two weeks I have received two very interesting business cards.

The first had it’s email address spelt incorrectly and in fact the card wasn’t even of the person who gave it to me, it was their bosses. Apparently the boss didn’t network but was happy to send his staff in his place with his cards.

I received another card today from a quality certification body with a gmail address rather than a company branded email.

What are your thoughts on these subjects? Does it effect your perception of the company/person? Does it even matter?

please comment below

check out this latest video. Remember the same rules apply on line as offline for referral marketing what do you think?

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Have you ever had a friend tell you that they have just bought a product from a competitor?

When you ask them, they normally say “Oh I’m so sorry. I forgot you did that” or “They called me and I didn’t know you did that.”

These scenarios often happen when you are not in touch with people on a regular basis. “Out of touch and out of mind” is the saying and it is so true.

These days I see social media (particularly Facebook) as a great tool for staying in touch with people, with minimum effort and in ways we never had available to us in the past.

We can also educate them in subtle (or not so subtle) ways about what you do outside of your current relationships – whether work or social. This can help us to generate opportunities from our various networks which can be brought together on one single platform.

We can also use tools such as Constant Contact, that allow us to manage our databases and send out regular newsletters and free tips so that we can stay in touch and add value. The secret is to add value and not directly sell unless you have permission.

All this technology is fine and we should never forget the good old-fashioned phone call or face-to-face meet.

What’s your preference and why?

By the way if you want to try Constant Contact here is the link http://www.constantcontact.com/index.jsp?pn=therebelnetworker

“Verre” did our business go?

I read in the Gulf News the other day that Gordon Ramsey is no longer associated with the Verre restaurant at Dubai Creek. One of the reasons they suggest he had for pulling out was the reduced business for the creek and venues in that part of Dubai.

It’s sad because it was a great restaurant and I had many of my earliest memories in Dubai there.

It is now a regular occurrence. There are so many companies (restaurants and corporates included) that won’t admit it but they are experiencing the same challenge.

They are being subjected to the “move of the money” and the newer population to the top end of Dubai. Reduced populace, reduced spend and an increase in opposition.

From conversations I have had with people involved in many industries, it seems to me there is a common theme of reduced marketing and advertising budgets and reduced dedicated sales force (if they have one at all).

They have no more money to throw at classic business generation techniques.

The solution is obvious. Maybe it’s so obvious that people ignore it.

When someone you know, like and trust says “you really have to go to Restaurant X. It’s simply the best“ how much more likely are you to attend than if you see yet another clever advert which is one of many clever adverts? Or when you receive a call from yet another cold caller who is just one of many cold callers offering yet another loyalty card.

Hopefully, it will not be long before these companies realize that they already have the answers – in their databases and contact lists and, no!, not just to get their existing clients coming back but also to get more new business. And it could be bulk business.

They just need a system and to take action.

what an incredible picture what do you see?