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Jun
21

By

How The Law of Reciprocity Could Help You.

Category: Business Strategy, customer relationship, leadership, Winner Choice Tags: , , , , , , , , , , Leave a Comment

The law of reciprocity states that we repay, in kind, what another person has provided us. It’s a common mantra in our culture.

Here are 2 powerful ways to put the Law of Reciprocity into action:

1. To recruit advocates for your business:

  • To recruit customers as advocates, become advocate for your customers,
  • To recruit peers as advocates, become advocate for your peers,
  • To recruit friends as advocates, become advocate for your friends,
  • To recruit strangers as advocates, become advocate for strangers

Start by asking yourself how you could become advocate for these people in a consistent way.

2.  To make new friends and attract people to you:

  • To make friends, start treating people like friends,
  • Treat strangers the same way you’ll treat a friend. It’s a replication of attitude that works very well to make new friends and attract people to you.

Start by making a list of the ways you treat your friends that makes them feel special, and replicate these attitudes with people you’d like to befriend.

Trust in the law of reciprocity, and you’ll see the miraculous results.

“The highest form of public relations is human relations. People buy from friends, so it’s crucial to make the human bond before you can make a lasting business bond.  Always Develop The Human Bond Before The Business Bond”. Jay Conrad Levinson

Jun
8

By

We need You. We Want YOU to Lead US.

Category: Business Strategy, Conversation, customer relationship, leadership, Linkcrafter, Winner Choice Tags: , , , , , , , , , , , , , , Leave a Comment

When we’ve started Linkcrafter we’ve asked ourselves  “Why 90% of the Internet traffic goes to ONLY 5% of websites”. We’ve discovered that:

  • 7 of the top 10 web properties are search engines
  • 22 of the top 50 web properties are search engines and web directories.

Browse and search have become the most time-consuming and frustrating activity for consumers.

People are looking for trustful and relevant information to reach the best services, companies and products that could satisfy their needs. 90% of the traffic goes to these websites because they are trying hard to help people solve this problem.

What will happen if you become a resources center or a knowledgeable friend for your customers?

You become a Traffic magnet.You are a knowledgeable professional. You Know a lot and Now  We need You. We Want YOU to Lead US.

According to a 2004 Forum Corporation study on cross selling, 88 percent of customers with spending power welcomed product and service suggestions that help them. The same is true in the B2B world—clients prize sales professionals who empathetically understand their business and make suggestions on how to improve it.

Linkcrafter helps companies and businesses to become solution providers for their customers through real-time interaction and involvement in their customer’s solution-hunting process.

Instead of giving Planners, calendars, T-shirts, Mugs, Foie Gras,  coupons, or other material or monetary gifts to customers as incentive to build relationship – most of these incentives fail to build loyalty - Linkcrafter solution helps you provide Information as a gift ™ to your customers.

What is information as a Gift ™?

“Information as a gift ™” means to pay attention to your customers’ and contacts needs and interests for products and services other than your own, and give them relevant and trustful information to help them reach good services providers.

Since one company alone can no longer autonomously create consumer experience, Linkcrafter members pay attention to their customers’ and contacts needs and interests for products and services other than their own, and send their customers to other business for Free as a powerful way to build loyalty and Growth.

You become known as a powerful resource for others—and when you have the reputation for being a strong resource, people start turning to you for suggestions, ideas, names of other people, connections, etc. This keeps you visible and your business top-of-mind when people need your products and services. This, in turn, will greatly increase the number of referrals your customers will send to your business.

You don’t need Money to start. Information, Recommendation are intangible things you can give again, again and again without being left broke.

“Information as a gift ™” has a tremendous power to induce positive emotional connections to customers and contacts. The positive emotional connections in turn has the power to turn customers and contacts into voluntary advocates for your organization, generating a consistent word-of-mouth referrals and a Nonstop Viral Buzz for your business.

How it works?

“Simply go to that address book and list out the 20 percent of your contacts who matter most. Do you know their interests? Their biggest dreams and goals (professional and personal)? If you don’t then that is a place to begin. Once you do, mark down next to each name what specific actions you can take that will help that person realize those goals. What connections can you make for them? What knowledge can you transfer to them? Call them up. No agenda. No ‘asking for the business.’ Just deliver value relevant to them and keep doing it.”

Howard Mann

Is Your Company Still in the Dark Ages?

Most companies aren’t prepared for this new approach to marketing. Companies who co-create customers experiences with other qualified companies will keep themselves far ahead of the competition.

How do you accomplish all of this? We’re not going to lie. It takes a change in mindset.

Business people become super-connectors, people who know a lot of people, and know their interests, skills, and needs of everyone in their social or business circle and connect them together.

Jun
6

By

What is Good Information and How to Recognize it?

Category: Business Strategy, Conversation, customer relationship, Winner Choice Tags: , , , , , , , , , , , , , , , , , Leave a Comment

Consumers are lost. Most the Information we, marketers, produce and broadcast, come to them as noise.  And every day this noise grows thicker and thicker, putting a lot of strain on them. No one believes the noise fatigue to be his problem, but everyone just adds his own noise.

Remember, We are now in the attention economy, in which the new scarcest resource isn’t ideas, capital or talent, but attention itself. Today’s businesses are headed for disaster-unless they learn to manage this critical yet finite resource, or fail!- Thomas H. Davenport, John C. Beck

Businesses which will succeed in this attention economy are the one that take customers attention as a loan or managed as an investment” NOT something they “paid for“. Companies that fully understand and appreciate those distinctions will be the winners in the future. – Michael Schrage

How will YOU manage YOUR consumers attention differently if you take it as a loan or as an investment into your company?

Marketers who win today and will continue to win in the future are those who understand what is a good information, and do their best to engage and keep in touch with their customers ONLY with Good information.

What is Good Information?

Good information for consumers has 3 characteristics:

  • It is relevant.
    You’ve listened to your customer’s needs, and you know exactly what they’re looking for. When you communicate with them, you have no fear they’ll dismiss your communication without looking at it.They know you provide something of value to them. Instead of egocentric company-focused information, they know your company sends them information that’s relevant to them and their needs.
  • It is timely.
    Do your best to send information to your customers (only or mostly) when they need it to act, or decide. Information should be based on their time of need, not based on your time to produce and broadcast it. Timing is important in any communication or conversation process.
  • It is trustworthy.
    Your information should Not be deceptive. Send to your customers the kind of information you’ll send to your friends or your family members. If you Can’t share with or send to your friends or your family members the kind of information you are sending to your customers, then think twice before pushing the Ok button. Your reputation could be damaged for a long time. The world is Watching you.

May
25

By

How to Recruit Advocates for your Business?

Category: Business Strategy, Conversation, customer relationship, leadership, Winner Choice Tags: , , , , , , , , , , 1 Comment

The new economy is based on advocacy. A Mckinsey marketing study found that 2/3 of US economy is now based on advocacy: Friends telling friends what is Hot and what is Not. Only 14% of people trust advertising, 69% are interesting in advertising blocking technologies, and 78% of consumers trust one to one recommendation from friends.

If your business is struggling to attract clients, it’s simple because you don’t have enough advocates.

Your advocates are customers, prospects and even strangers who like you and your business. They can’t help but singing to the world nice songs about how great, how magnificent, how terrific you are.

Your business flourishes when more than 10% of your customers become advocates; You thrive when 30% turn advocates and you become irresistible when like Apple 78% of customers are your fans, and go beyond advocacy to create Ads for your brand with their own money and resources.

Frederick F. Reichheld and Thomas Teal found that an increase of 5% of your advocates will yield your profits 25 to 95%.

The question now is how to recruit advocates?

  • To recruit customers as advocates, you should become advocate for your customers,
  • To recruit peers as advocates, you should become advocate for your peers,
  • To recruit friends as advocates, you should become advocate for your friends,
  • to recruit strangers as advocates, you should become advocate for strangers

Trust in the law of reciprocity, and you’ll see that happens.

The law of reciprocity states that we repay, in kind, what another person has provided us. It’s a common mantra in our culture – the Golden Rule is another example of the law of reciprocity.

For companies the question to answer is how to become the advocate for customers, peers, friends, strangers.

Adopt IRaaS (Information and Recommendation as a Service) marketing approach.

IRaaS is a customers’ engagement utility that uses “Information as a gift ™ ” to induce positive emotional connections to customers and contacts. The positive emotional connections have the power to turn customers and contacts into voluntary advocates for your organization, generating a consistent word-of-mouth referrals and a Nonstop Viral Buzz for your business.

How it works?

“simply go to that address book and list out the 20 percent of your contacts who matter most. Do you know their interests? Their biggest dreams and goals (professional and personal)? If you don’t then that is a place to begin. Once you do, mark down next to each name what specific actions you can take that will help that person realize those goals. What connections can you make for them? What knowledge can you transfer to them? Call them up. No agenda. No ‘asking for the business.’ Just deliver value relevant to them and keep doing it.”

Howard Mann

May
14

By

No Man is an Island: You Don't Have to Face Life Alone.

Category: Business Strategy, Conversation, customer relationship, Linkcrafter, Winner Choice Tags: , , , , , , , , , , , , , , , , Leave a Comment

Are you feeling lonely?
Do feel like you need a helping hand but just can’t ask for it?
Do you feel like no one outside there could understand who you are and your inner value?

You are not Alone. You just feel alone, because we are all connected to each other. There are thousands of people out there ready to listen to you, ready to support you, ready to care about you, ready to give you a chance.

No Man is an Island: You Don’t Have to Face Life Alone.

To succeed in business as in life you need to make Friends. Your success depends on the number of friends you made. For businesses owners it means you need to Turn more strangers, prospects and customers into Friends.

What you need to succeed is Friends.

  • If you don’t have enough customers, it’s simply because you don’t have enough friends,
  • If your advertising is not delivering good results, it’s simply because you don’t have enough advocates to confirm your message to their friends. When a friend asked about your advertising, he is told: ” be careful, I don’t know these people and this is  advertising, the reality may be different. You know … Ads are Ads”,
  • If you customers don’t recommend their friends to you, it’s simply because they still think you are a risky business to recommend. They can personally take the risk to do business with you, but they are not ready to recommend you,
  • If your customers evaporate after the first transactions, it’s simply because  nothing make you memorable and you don’t remind yourself to them in a memorable way.
  • If people don’t listen to you, it’s simply because you don’t have a strong opinion about your business solution and express this opinion with enthusiasm and passion.
  • If  everyone forget about you, it’s simply because you forget about everyone.
  • If no one remind you, it’s because you don’t remind anybody.

To make friends, start treating people like friends.

Treat your customers the same way you’ll treat a friend. Lit you eyes when you see them, recall their name, remember what they said last time to you, ask about their news based on previous conversations, and share what is hot and what is not hot list, and ultimately  invite for a beer or any other entertainment.

In average a person has 11 to 12 intimate contacts, 150 social contacts and from 500 to 1500 weak ties. Look what will happen to your business if you succeed in the next 12 months to have 12 to 15 intimate friends in the business category you are playing or in your ideal clients list :

Number of Intimate Friends

Intimate friends of your Friends(x12)

Social contacts of your Friends (x150)

Weak ties of your Friends (x1500)

Potential reach through your Friends network

1

12

150

1 500

1 663

2

24

300

3 000

3 326

3

36

450

4 500

4 989

4

48

600

6 000

6 652

5

60

750

7 500

8 315

6

72

900

9 000

9 978

7

84

1 050

10 500

11 641

8

96

1 200

12 000

13 304

9

108

1 350

13 500

14 967

10

120

1 500

15 000

16 630

11

132

1 650

16 500

18 293

12

144

1 800

18 000

19 956

13

156

1 950

19 500

21 619

14

168

2 100

21 000

23 282

15

180

2 250

22 500

24 945

If you succeed to have 15 intimate Friends inside your business industry or from your ideal clients list, you could reach up to 24 945 contacts, without measuring the cascading effect. Your marketing will automatically go on autopilot:

  • You”ll be Wanted and Welcomed in Your Customers’ and Prospects’ Mind,
  • You’ll quit  From chasing customers to Customers coming to you,
  • You’ll Receive faster, more enthusiastic and more qualified responses to any promotion, Turning more prospects into good paying clients,
  • You’ll turn your customers and contacts into an army of free sales people and voluntary advocates for your organization, Generating a consistent word-of-mouth referrals & a Nonstop Viral Buzz for your business,
  • You’ll have all these astounding results without spending money in advertising or wasting time and resources in countless networking websites, clubs or events.

Go ahead and make Friends and Succeed wildly. Good luck.

May
6

By

Stop Looking For New customers, Build Loyalty, and New Customers will come.

Category: Business Strategy, Conversation, customer relationship, leadership, Linkcrafter, Winner Choice Tags: , , , , , , , , , , , , , 1 Comment

Most small business owners, freelancers, home based professionals will stop doing any kind of advertising if they could have 12 to 15 intimate friends in the business category they are playing or in their ideal clients list.

You’ll say, wow, 12 to 15 friends, that’s not a lot. Yes, it’s not a lot, but 86% of small business owners do business mostly with anonymous customers (people they know nothing about), people with whom they have no emotional contact to or don’t keep in touch with.  They are struggling because they fail to make friends, and in business friends are everything.

The Law of the few in marketing states that 90% of your present customers are brought to you by 10% of your contacts (customers, prospects, friends or strangers) who like you. These people are your  Natural advocates. They are your Friends

The new economy is based on advocacy. For example, a Mckinsey marketing study found that 2/3 of US economy is now based on advocacy. Friends telling friends what is hot and what is not. Only 14% of people trust advertising, 69% are interesting in advertising blocking technologies, and 78% of consumers trust one to one recommendation from friends.

What you need to succeed is Friends.

  • if you don’t have enough customers, it’s simply because you don’t have enough friends,
  • if your advertising is not delivering good results, it’s simply because you don’t have enough advocates to confirm your message to their friends. When a friend asked about your advertising, he is said: ” be careful, I don’t know these people and this is  advertising, the reality may be different. You know … Ads are Ads”,
  • if you customers don’t recommend their friends to you, it’s simply because they still think you are a risky business to recommend. They can personally take the risk to do business with you, but they are not ready to recommend you,
  • if your customers evaporate after the first transactions, it’s simply because  nothing make you memorable and you don’t remind yourself to them in a memorable way.
  • If people don’t listen to you, it’s simply because you don’t have a strong opinion about your business solution and express this opinion with enthusiasm and passion.
  • If  everyone forget about you, it’s simply because you forget about everyone.
  • If no one remind you, it’s because you don’t remind anybody.

To make friends, start treating people like friends.
Treat your customers the same way you’ll treat a friend. Lit you eyes when you see them, recall their name, remember what they said last time to you, ask about their news based on previous conversations, and share what is hot and what is not hot list, and ultimately  invite for a beer or any other entertainment.

In average a person has 11 to 12 intimate contacts, 150 social contacts and from 500 to 1500 weak ties. Look what will happen to your business if you succeed in the next 12 months to have 12 to 15 intimate friends in the business category you are playing or in your ideal clients list :

Number of Intimate Friends

Intimate friends of your Friends(x12)

Social contacts of your Friends (x150)

Weak ties of your Friends (x1500)

Potential reach through your Friends network

1

12

150

1 500

1 663

2

24

300

3 000

3 326

3

36

450

4 500

4 989

4

48

600

6 000

6 652

5

60

750

7 500

8 315

6

72

900

9 000

9 978

7

84

1 050

10 500

11 641

8

96

1 200

12 000

13 304

9

108

1 350

13 500

14 967

10

120

1 500

15 000

16 630

11

132

1 650

16 500

18 293

12

144

1 800

18 000

19 956

13

156

1 950

19 500

21 619

14

168

2 100

21 000

23 282

15

180

2 250

22 500

24 945

If you succeed to have 15 intimate Friends inside your business industry or from your ideal clients list, you could reach up to 24 945 contacts, without measuring the cascading effect.

Go ahead and make Friends and Succeed wildly. Good luck.

Apr
19

By

The Power of Friendship in Business.

Category: Business Strategy, Conversation, customer relationship, leadership, Linkcrafter, Winner Choice Tags: , , , , , , Leave a Comment

“The highest form of public relations is human relations. People buy from friends, so it’s crucial to make the human bond before you can make a lasting business bond.  Always Develop The Human Bond Before The Business Bond”. Jay Conrad Levinson

To succeed in business as in life you need to make Friends. Your success depends on the number of friends you made.

For businesses owners it means you need to Turn more strangers, prospects and customers into Friends.

In average a person has 11 to 12 intimate contacts, 150 social contacts and from 500 to 1500 weak ties. By using the Law of the few you could build your customers base very quickly and sustainably.

The Law of the few in marketing states that 90% of your present customers are brought to you by 10% of your contacts (customers, prospects, friends or strangers) who like you. These people are your  Natural advocates.

As Al Haberstroh from MontAd “Every business that has any reason for existing has “natural advocates”. These are the consumers for whom your business fills a real need in their lives. If you are good, you fill that need better then your competitors. These are also the customers who deliver your greatest profit.”

What you need to do once you have  a clear idea of your natural advocates profile is to focus ALL Your marketing effort on reaching and befriending 100% of them. Maybe not 100%, but as much as you can.

The power fo natural advocates, contrary to sponsored advocates, is their authenticity and their  belonging to social networks that are more close to your ideal customers profile. They are very infectious and the Buzz they start are 7 times likely to convert in sales, and in more loyal customers, than an advertising.

How do you  identify  your natural advocates and befriend them?

There is no single answer to this question, but we know from experience that “Great business relationships happen in between the transaction.” Tim Andren

Befriending your contacts (strangers, prospects and customers) will depend HOW you keep in contact with them after THE first  transaction or interaction.

Most businesses people don’t know how to keep in touch with their contacts after a transaction or a first interaction. The main question they ask is “what to tell them?” ( if they are scrupulous enough not to Spam them with advertising after a transaction or a first interaction).

We have  built Linkcrafter to help businesses to solve this crucial marketing problem. Linkcrafter is based on the IRaaS concept. It works by helping organization to offer “Information as a Gift ™ ” to strangers, friends, customers and contacts.

Wikipedia defines “a gift or a present as the transfer of something, without the need for compensation that is involved in trade. A gift is a voluntary act which does not require anything in return. Even though it involves possibly a social expectation of reciprocity, or a return in the form of prestige or power, a gift is meant to be free.”

To be powerful a gift needs two more features that could be seen as completely the opposite of each other: being expected and a surprise at the same time.

A good gift should be :

  • a voluntary act of transfer of something without the need for compensation
  • expected (it may fit a need that is unstated or known from a casual conversation
  • a surprise, being unsuspected from the giver at the moment of the gift was.

Information as a Gift ™ has these three characteristics.