So at functions I only showed interest in people.
I would aim to meet only two people in a two-hour event. That was it. My goals were to get to know them, what they were about, what they cared about—and to be memorable.
People who care about people are memorable. People who try to flog their services are not. So I’d have people wanting to talk to me because they wanted to talk about themselves.
I’d say, “Tell me what you care about.” That was me as a coach. They’d tell me about business and I would mind read and I’d say, “So the biggest problem you’re facing right now is hiring the right people without ruining the beautiful culture you have created. What are you doing to solve that? Have you thought about x, y, z?”
So that was me being an expert. Then I’d be a coach again, then an expert, then a coach, and by the end of the conversation I had positioned myself as a communicator.
I was positioned as an expert, not a coach. This is key.
When we were wrapping up after about 40 minutes they would say, “That was really interesting—what is it that you do?”
And I am never going to say I’m a coach. Depending on the niche I had at the time, I would say, “I work with business owners who are at the turning point of moving from seven employees to more, who want to maintain profit but also develop a lifestyle.”
I’d tell them my list was full right now, and ask for their card, tell them I’d send them a few ideas that might help based on our conversation. I’d contact them a week later, say we need to talk, that moves into needs analysis and conversion.
I became valuable because I was thinking, ‘How can I help them?’ I might say, “I know an expert in the States who might be worth hooking up with”, then I become a connector, and I stayed in their lives and got referral after referral.
In the end I had a 30 client waiting list. Thanks to business cards.