Stop selling and start creating heroes, Pt. 2: A hero is born

By Brett Anderson

St. Croix Advisors


In part one, I discussed the process of ceasing selling in favor of creating and maintaining positive, functional relationships. Now we’re going to expand on that concept and show how instead of relying solely on your own selling techniques, you’re actually equipping and inspiring clients and people you meet to act as ambassadors on your behalf.

When creating heroes it is a bit more difficult to stay the course, because the fruits of your labors aren’t immediate. You might not even see the results for a few months to a year. If you’re starting out, it takes longer and the snowball moves more slowly.

However, you must be prepared for this and stand your ground. Provided you are actually following the four ground rules we laid last week, clients will be forthcoming. However, the crucial element in any relational marketing strategy is turning those clients into heroes.

This process is a bit trickier, because it is essentially not a process at all, but an integrated part of the way you conduct yourself and your business. Then, you have to empower your heroes with both information and permission.

First, your heroes need the following information before they can go out and share you with their circles. They need to know:
  • Who you are
  • What you do
  • How you can be of assistance to someone they know (who you work best with)
  • Who you are unable to help (and in what situations), and
  • The benefits to them and to their introduction (tangible and intangible).
Once your heroes are equipped with this information, you simply need to make sure that they are aware of not only your permission, but your encouragement for them to share you with all of their friends, neighbors, relatives, mail carrier and more.

This involves having that difficult conversation — asking. This can be as specific as asking for an introduction to an individual that you know they know well, or as general as letting them know that you would appreciate them sharing what you’ve done for them with someone that could equally benefit from your services.

Have you experienced this in your practice? If you have heroes, how did you go about “the ask?”