The 4 P’s: Productivity
Leveraging the Inner Sphere of Your Database to Generate Leads For Growing Your Business
Middleton Elite Coaching – January 2021
Inner Sphere (10:1)
You have your database updated and it is now all in one place. What’s next?
One realistic goal for your database is to get at least 10% of your network to do business with you each year. This 10% becomes your inner sphere or your bullseye.
We recommend the next step in growing your business be to use your database to identify your inner sphere.
Let’s imagine you have one hundred people within your entire sphere of influence.
* Start with your holiday card list, your phone contacts, your social media, your database, wherever you have at least one hundred people.
Your goal would be to get ten of those one hundred people to do business with you directly, or to at least refer you to someone who does business with you. This is your inner sphere.
Communicating with your Inner Sphere –
Growing your business means growing your client base. The implication of database growth is essentially the expansion of your existing client base. It is your existing client base + your future client base.
You should not aim to gain future clients and future business without continuing to nurture your existing client base.
A good principle of business is not to treat new customers better than you treat your current or past customers. This principle can be applied to the growth of your business as well.
It is important to stay in communication with your clients, especially your inner sphere. Keeping your inner sphere up to date on your latest news, products, promotions, or the general status of your business will keep them connected to you.
You should keep your communication to your database relevant, important, and as personalized as possible. This relevance and personalization will keep them engaged and looking forward to communicating with you.
Related: Here is a super short and hilarious tip from MEC Coach Bill Middleton on the #1 strategy for communicating with your database WATCH NOW
The best ways to effectively communicate with your inner sphere, your top 10%, are the following ways:
1. Calling (Seriously, call them!)
Regularly pick up the phone and call the 10 people in your inner sphere. Wish them a happy winter, summer, spring, or fall, check in on them, or make sure they haven’t been abducted by aliens. Just call them.
Related: If you are guilty of not making calls to your top one hundred at minimum a couple of times per year, no fear. We have a great section to help you script these check-in calls in our Business Planning Workshops offered virtually or in person. ASK US NOW!
2. Emails
Whether or not your industry is competitive, sending your clients a nice email checking in is a good way to stay in front of them. In the cases of an oversaturated market or highly-competitive industry, this is all the more important.
It is a great idea to keep your clients aware of the amazing things happening in your business. An email or an individualized email newsletter is a very effective way to communicate.
To take email to your client base a step further, automation and drip campaigns are a great way to stay connected when your clients engage with you on a regularly scheduled basis.
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The MEC Business Planning Workshop covers in-depth how to set up your drip campaigns and email automation – CLICK HERE to contact us.
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3. Text Message
A text message to your client base can serve the same purpose as an email.
Texts are typically shorter and more concise. Though short and sweet, text messages to your customer base are highly-effective.
Text messaging to your database is made easier by mass text tools. We at MEC utilize and love the mass text tool Textedly. The size of your inner sphere will largely determine your use of mass text tools.
4. Social Media Messaging
Most businesses currently utilize social media for advertising, connecting, lead sources, and even customer support. Social media messaging can be an effective communication tool with the correct application.
While effective to reach a broad audience, social media messaging can be perceived as less personalized and possibly one of the least effective communication tools.
If you currently utilize social media for your business, you may find that customers already reach out to you by Facebook or Instagram messenger, messages on LinkedIn, and direct messages through other platforms.
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Related: If you do not currently utilize social media to its full potential, make this part of your growth plan. We have a virtual course for this – check it out here.
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In the spring of 2020, Wordstream, a popular social media advertising company, reported that over 63% of people prefer when businesses send personalized messages.
If social media messages to your clients contain new updates, product information, and discounts or promotions, they generally appeal to a larger audience and are less personalized.
The use of a social media messaging app can help with this.
Related: One of the most popular social media messaging apps, HubSpot, has a great blog on the advantages and features of various social media platforms. Read it Here.
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We Coach businesses on the importance of social media, databases, and technology every day. We have a special tip for Three Strategies for Quick Wins. Contact us to find out how we can help!
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Learn More About The 4 P’s of Business Growth Planning by clicking HERE.