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I'm not really anti-advertising BUT
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We tend to overcomplicate business. But at the heart of it, there are three "simple" things every business has to do: ➡️ You have to Create opportunities (Which is Marketing) ➡️ You have to Convert those opportunities (Which is Sales) ➡️ You have to Complete those opportunities (Which is Operations) When you think about creating opportunities, one of the things your mind probably jumps to is advertising. Now, it's going to sound like I'm anti-advertising, but I'm not really anti-advertising. What I am, is anti-anti-relationship. (Got that? 😂) I'm anti trying to replace relationships with advertising. That is, ignoring relationships in favor of advertising. Because advertising? It's a one-trick pony. It only gets one person to you, once. But relationships? They deliver over and over again. And even if you choose to advertise, building a business through relationships is only going to supercharge those advertising efforts. So how do you build a business through relationships? With a referral system. John Jantsch wrote the book called The Referral Engine. He did a study and found over 63% of business owners felt that half their business came from referrals. Okay? Not uncommon. He also found that 80% of business owners admitted they had no system to generate referrals. I find that astonishing. AND. In my anecdotal experience coaching people, the number's even higher. Now, I don't know if that's you or not. But when half your business comes from referrals and you don't even have a system to generate them...imagine how many you could get IF YOU DID. So over the next few emails, I'm going to try to give you a system for connecting with people. What is a system?
I've said it before and I'll say it again: You don't rise to the level of your goals. You fall to the level of your systems. (James Clear's brilliance, not mine.) The purpose of systems is to do things better, more consistently, and faster. Saving You Stress, Time, Energy & Money. The goal at the end of this is to help you get clarity on who you should be talking to and, at the core of it, how you should talking to them. (One of my favorite topics.) Brian Whenever you're ready, there are 2 ways I can help you:
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Get Radically Referable
Each week, get 1 actionable tip to help demystify the secrets of building a referral-based business | Join 1K+ readers
Relational leaders, great to see you. First off, thank you for all the feedback on last week’s topic about “demonstrations of value.” I’ve loved hearing how many of you are putting those ideas into action. Let’s keep going on that theme, because as we build referral-based businesses, there’s one thing that separates the good from the great. Emotional loyalty. That’s the moment when someone doesn’t just like you or trust you. They’re for you. The kind of loyalty where your partners would run...
Hello, relational leaders. First, thank you for being you. If you’re reading this, chances are you’re a small business owner or a commission-based professional who believes in growing through relationships. And you’re right to think that way. Because while the world chases attention through social media, AI, or the next shiny marketing hack, what really wins is emotional loyalty. Attention fades. Loyalty compounds. When you build emotional loyalty with your referral partners, your shoulder...
Hey, Relational Leaders, I had a great conversation this week with one of my coaching clients. He’s got some big sales goals on the board. You know that feeling—trying to stretch but also stay true to how you want to grow. So he asked me, “Brian, my branch manager wants me to go out and market this unique product we have, but I can’t get through the gatekeepers. What should I do?” And I paused. Because honestly, my first answer was, I don’t know. Here’s why. That’s sales. If you’ve followed...