Create Your Center of Influence
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How to Create a ‘Center of Influence’
(c) Charlie Page
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Let’s begin with a short quiz. One question. No pressure.
1. What is the best type of advertising?
When asked this question many people answer “the kind that works!”
While no one can disagree with that, I submit that the BEST type of
advertising is the one that is most overlooked.
I’m talking about word of mouth advertising.
While targeted email, banner ads, billboard ads, and even
television ads all have their place, nothing compares to the power
of word of mouth advertising.
Here’s why.
When one person tells another person about your product or service,
the very fact that they are speaking about you constitutes an
endorsement.
While people might not trust advertising (in fact, they don’t) they
DO trust people they know.
If Jane feels strongly enough about what you offer to tell Jim, Jim
will take notice even if Jane gets the facts wrong.
When Jane tells 15 or 20 Jims, she has become a center of influence.
How can we develop a powerful word of mouth advertising campaign in
our businesses?
By recognizing, developing and rewarding those people who can
become a ‘center of influence’ in our lives.
It’s done in three steps. Let’s look at each step.
====> 1. RECOGNITION
In order to become a true *center* of influence, a person needs to
be in regular contact with the type of people who can benefit from
what you do. This begs a critical question.
Do you know what your ideal prospect looks like? Once you know, do
this.
* List the type of clients that you would like to have more of.
List what makes them an ideal client for you (they need what you
do, they are open to change, etc.)
* Find common characteristics. Do these super clients go to the
symphony, play golf, visit certain web sites, participate in online
forums?
As much as you can, be where they are.
* Get to know them on their turf. Let them see you at events they
attend. Volunteer to help their favorite charity. Make yourself
visible. Before people will buy and recommend us, they need to get to
know and TRUST us.
====> 2. Development
This is NOT manipulation, but education.
Have you ever had someone you know buy what you sell from a
competitor because they just didn’t know YOU sold it?
We are not at the top of people’s minds. They have kids, mortgages,
college to pay for, as well as work pressures, just like we do.
We need to position ourselves at the top of their minds by being in
constant contact. We have so many tools at our disposal for this
purpose. Here are three to start with.
* Send them an email once a week to announce something new in your
business.
* Phone them to say hello and announce your next big event. Ask
them how they are first, and keep notes so you have a point of
contact for the next call.
* A personal note works very well for developing this type of
relationship. Have you written a new article or been in the
newspaper? Write a brief note and send it along. Notes take time,
which shows
that you value this relationship.
* Use social media to stay in touch.
Today we have so many more options than ever before.
Only a few decades ago we used the phone and mailed letters. Then
came pagers and cell phones.
Next came email and instant messaging.
Today we can tweet, poke, write on a wall and comment, all thanks
to the new wave of social media.
By the time the ink dries on this article there will undoubtedly be
more new ways to stay in touch.
It does not matter what new and cool-sounding name we give them …
what matters is that we learn about them and use the ones that fit
us and are productive.
Like most things in life, they have their use and their popularity
will ebb and flow. But by all means – use them to stay in touch if
you can!
Just keep your communications real, honest and transparent and you
will do well.
====> 3. Reward
No, I am NOT talking about only money here. This relationship goes
much deeper than that.
What I am saying is that, while you are getting to know them better
and educating them about what you do, take the time to LISTEN to
their needs.
When you can meet one of their needs, do it immediately. This
person is important to your business. Don’t TELL them, SHOW them
how important they are.
If this relationship does not include reciprocity, it will
degenerate into a ‘what’s in it for me’ situation that will not
stand the test of time.
Please understand that these relationships must be open and honest
in order to work. People like to help other people, especially
those they know and trust.
Here’s the thing – you know several people right now who could
easily become centers of influence for you!
They are in your address book right now. They are visiting your
blog today. They are buying your products or on a teleseminar you
are listening to.
They just don’t know yet that they will someday become an advocate
for you. But you know it, and now you can act on it and begin
looking for, and working with, key people who can help you succeed
online. And you can help them in return!
Develop that trust relationship with people who are well positioned
to help you. You must earn their referrals.
When you do, your marketing will become supercharged with what is
clearly the best form of advertising … positive word of mouth.
And THAT is a beautiful thing indeed!
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Charlie Page helps people succeed online with products that educate
combined with personal support.
