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WHYareweallNetworking?WHYNETWORKING?TO GET MORE CUSTOMERSWeallNEEDaConsistentandEver-GrowingSteadyStreamofNewCustomerssowecanbuildourbusinessandmaketheamountofmoneyweveconvincedourselvesthatwedeserve.Forthelast20yearsmysoleoccupationhasbeenabout“GettingCustomers”formyclients.InsomecasesIwasresponsibleforrunningandmanagingtheirentiremarketingsystemandcampaigns.InothercasesIwasaconsultantorcoachineitherInternetMarketingorBusinessNetworking.ABOUTMEAfterworkingwithhundredsandhundredsofmarketing&networkingclients,generatingthousandsofleads,referralsandsales,marketingallkindsofproductsandservices,IcametoarealizationthatmergedfromaskingaverybasicquestiontomyselfMARKETINGSearchEngineMarketing-SocialMediaMarketing-VideoMarketingWhatistheessenceofMarketing?ThewordMarketingisveryAbstractAdvertising:Radio,Television,PrintFace-to-FaceMarketing-Networking-Referrals-SalesWHATISTHEESSENCEOFMARKETING?TheEssenceofMarketingis.GettingCustomersInmyexperience,themostpowerfulformofmarketingis.Face-to-Face-Referrals-Networking1)YoumustunderstandhowtoTRIGGERyourProspectsAttentionGETTINGCUSTOMERS2)HowtogetyourprospectFocussedandEngaged3)HowtocreatecuriosityinthemindofyourprospectsotheywanttoknowmoreTobetrulysuccessfulatgettingcustomersyouhavetoFIRSTbeabletodo3thingsextremelywell:THEKEYTOAGREATPITCHTheKEYisPsychologyUnderstandinghowtheHumanPsychologicalandEmotionalSystemsWork.Understandinghowhumansreallymakedecisions.RATIONAL?AreHumansRATIONAL?AreYOURATIONAL?Buyingdecisionsarerarelylogicalorrational-eventhoughthemindtrulybelievestheyare.ThePERFECTPsychologicalModel-HOWDOHUMANSREALLYMAKEDECISIONS?Dr.PaulD.MacLean-NeuroscientistDevelopedamodelcalledTheTriuneBrainModel.Anevolutionarymodelthatdescribeshowourhumanbrainsdevelopedovermillionsofyears.Hesayswehumansactuallyhave3brainsin1.TRIUNEBRAINMODELTheFIRSTbraintoformiscalledtheReptilianBrainorAutomaticBrainOvertheReptilianBrain,grewtheMammalianBrain,whichisourEmotionalBrainThenfinally,muchlateroverthose2brainsgrewtheNeoCortexorourthinkingBrainTRIUNEBRAINMODELMostofuswalkaroundthinkingitsourlogical,thinkingbrainthatsincontrol,wheninreality,itsouremotionalMammalianbrain,andmorepredominantlyourReptilianbrainthatsreallyincontrol.SoinsideourbrainwehaveaReptile,aMammalandaThinker.Itsresponsibleforallofourautonomicsystems.Breathing-HeartRate-Digestionetc.Itcantthinkitcanonlyreact.THEREPTILIANBRAINIthas2MainDrivers-SURVIVAL&PROCREATIONItisthefastestofthe3brainsBecauseitsdrivenbysurvival-ItsthefirstGATEKEEPERofallincomingdata.GatekeepermeaningItdecideswhatisbroughttoourAttention.THEREPTILIANBRAINItMonitorsandFiltersEVERYTHINGcomingintoourbrain.Dr.JoeDispenzaaNeuroscientiststatesourreptilianbrainprocessesover400billionbitsofinformationpersecond,butweareawareofonly2,000bitsofthatinformation.THEREPTILIANBRAINThisistheFIRSTbrainwehavetotalktoinanyMarketing,NetworkingorSalesenvironment!ThereptilianBrainistheATTENTIONTRIGGERsystemofourBrain.THEREPTILIANBRAINIfwedontgetourprospectsattention-nothingwillhappen.TriggeringAttentionisanAutomaticSystem.Sohowdowetriggerattention?ThroughRecognitionTHEREPTILIANBRAINAtaPartyYouTRIGGERyourprospectsattentionbynamingthemtheirspecificcategory.YouneedtoknowwhoyourSPECIFICIdealCustomeris?ThenextbrainweneedtotalktoistheMammalianBrainThisbrainisthepathtoouremotions,thehomeofourvaluesandthegatewaytoourlong-termmemories.THEMAMMALIANBRAIN(EmotionalBrain-LimbicSystem)THEMAMMALIANBRAIN(EmotionalBrain-LimbicSystem)Dr.JohnRateyatHarvardUniversitysaid“Werememberwhatwefeelnotwhatwecalculate.”Ifyouwantsomeonetorememberyou,justgetintouchwiththeiremotionalbrain.CHARACTERISTICSOFTHEMAMMALIANBRAINItneedstobondwithotherhumansItneedstogrouptogetherinCommunities-SocialGroups-PeersItsmaingoalsareNEEDSandVALUESThisisthesecondgatekeeperItwantstoknow;CanItrustyou,doyoucareaboutme,doyourespectme,doyouvalueme,doImattertoyou?CHARACTERISTICSOFTHEMAMMALIANBRAINKnowYourProspectsChallengeWhataretheirFrustrations,andFearsKnowYourProspectsGoalsWhatistheirHopesandAspirationsYouMUSTknowwhattheirSPECIFICChallengesorGoalsare?WhatdotheyreallyWANT-NEED-VALUE?COMMUNICATINGWITHTHEMAMMALIANBRAINNEOCORTEX(ThinkingBrain)Logic-Thinking-Processing-ProblemSolvingReasoning-PlanningGivesustheabilitytolookintothefuture,orreflectonourpast.Givesustheabilitytolearnanddevelopexperience.NEOCORTEX(ThinkingBrain)GivesustheabilitytoreflectonourselvesAllowsustohaveawarenessandAwarenessofawareness,byfaroneofthemostpowerfultoolswehaveashumans!NEOCORTEX(ThinkingBrain)ButwithallthatpowerTheCortexisNOTthedecisionmaker!Itsthenewkidontheblock,theyoungersibling.TheReptilian&MammalianBrainsarethedecisionmakers,andifthereisaconflictbetweenthem,theolderReptilianBrainalwayswins!NEOCORTEX(ThinkingBrain)TheCortexdoesntmakedecisions,butitisinvolvedinthedecisionprocessAnditsreally,reallygoodatit!ItsjobistoCONFABULATEandJUSTIFYthethoughtprocessandthementalPERCEPTIONSinordertogetwhattheMammalianandReptilianbrainsneedorwant.THEORDEROFCOMMUNICATIONFIRST:TalktotheReptilianBrain.Wehavetogetthroughthefirstgatekeeperbygettingtheirattentionandaddressingouridealprospect.specifically.THEORDEROFCOMMUNICATIONSECOND:TalktotheMammalianBrain.WetalkaboutwhattheyreallyWANTWhatdotheyreallyNEEDWhatdotheyreallyVALUETHEORDEROFCOMMUNICATIONTHIRD:TalktotheNeoCortexLogicallyandrationally,usingveryspecificlanguage.BeUltraSpecific!Dontspeakusingabstractwords,phrases,ideasorconcepts.CORTEXLANGUAGETIME:Howlongwillittake?WhatistheSPECIFICTime-FrametogettheRESULTtheywant?OBSTACLES:TheCortexcangetboggeddownbyspeed-bumps&mentalobstacles.Whatholdsthemback?Whatgivesthempause?Howdifficultisitgoingtobe?Howexpensiveisit?Removeallroadblocksandobstacles.CONVENIENCE:WhatSPECIFICconveniencecanyouoffertheCortexofyourprospects?CORTEXLANGUAGEWearebasicallygivingtheNeoCortexeverythingitneedstorationalizewhattheother2brainswantorneed.ORDEROFAGEReptilian:TriggeringAttentionThismapsto“gettingtheirmindengaged-interested-wantingtoknowmoreMammalian:Needs-Wants-DesiresSolutionsorFearsandFrustrationsCortex:Logical-Rational-JustificationELEVATORPITCHWORKSHEET#1WhoisyouridealSPECIFICCustomer?Men,Women,Age,Group#2WhatSPECIFICProblemorChallengedoesyourCustomerhave?Describeitbetterthantheycan.#3WhatSPECIFICResultdoesyourCustomerwant?WhatdotheywanttoAchieve/Get/Avoid/GetAwayFrom?#4WhatSPECIFICConveniencecanyouofferyourCustomer?Withouthassle,withease,quickly,easily,nohassle,lowcost,freeELEVATORPITCHFORMULA#1Ihelp,teach,workwithYourSPECIFICProspect#2WhoSPECIFICProblemorChallengeYourCustomerHas#3Achieve/Get/Avoid/GetAwayFromSPECIFICResult#4In/With/WithoutSPECIFICConvenience#5Hook(LiveSituations):DoyouknowanyonewhoRecap?ELEVATORPITCHEXAMPLES#1Ihelpbusinessownerswhogotonetworkingandreferralgroupsdoubletheirleadsandreferrals,inaboutanhour,simplybychangingwhattheysayintheirelevatorpitch,forfree.Doyouknowknowanyonethatwouldliketodoubletheirnetworkingreferrals,justbychangingwhattheysayintheirelevatorpitch?ELEVATORPITCHEXAMPLES#2Iteachcoacheswhoneedtobeperceivedas“TheExpert”intheirfieldorniche,thatdependonaconstantstreamofleadsandreferralstogrowtheirbusiness.HowtoDOUBLEtheirCustomersin60DaysorLess,withouthiringahigh-pricedmarketingagency.DoyouknowanycoachesthatwouldliketoDOUBLEtheirbusinessinjust2months?ELEVATORPITCHEXAMPLES#3Ihelpoverweightwomen,thatwanttolosemorethan20pounds,getridoftheirextrabodyweight,inlessthat90days,withoutstarvationdietsortorturingthemselveswithmilitaryexercise.Doyouknowanywomenthatwouldliketolosemorethan20poundsquickly?ELEVATORPITCHEXAMPLES#3Ihelpoverweightwomen,thatwanttolosemorethan20pounds,getridoftheirextrabodyweight,inlessthat90days,withoutstarvationdietsortorturingthemselveswithmilitaryexercise.Doyouknowanywomenthatwouldliketolosemorethan20poundsquickly?#4Ihelppeoplethathave$10,000ormoreincreditcarddebt,cuttheirpaymentsinhalfandgetcompletelyoutofdebtin3yearsorless.Doyouknowanyonethathas$10,000increditcarddebt,whowouldliketocuttheirpaymentsandeliminatetheirdebtinlessthat3years?Mindsetsareextremelyimportantmentaltoolsforimprovinganyareaofyourpersonalorbusinesssuccess.Thewayyouthinkaboutanyspecificareawillgreatlydeterminehowyouapproachit.Mindsetsactasrulesorframestouseforthinkingaboutaspecifictopicandinthiscase,themindsetsaregoingtobeaboutyourElevatorPitch.MINDSETSELEVATORPITCHMINDSET#1YourElevatorPitchisNOTasalespitch.Itsnotdesignedtosell!Itshouldbetargetedtothedesiredresultsandneedsofyourcustomer.notyou,yourproductorservice.ELEVATORPITCHMINDSET#1YourElevatorPitchisNOTasalespitch.Itsnotdesignedtosell!Itshouldbetargetedtothedesiredresultsandneedsofyourperfectcustomer.notyou,yourproductorservice.ELEVATORPITCHMINDSET#2YourElevatorPitchisNOTFOREVERYONE!ItshouldbetargetdirectlytoyourIDEALCUSTOMER!ELEVATORPITCHMINDSET#4KEY:YourelevatorPitchshouldTRIGGERyourpotentialprospectsintheroom.Butmoreimportantly.triggerfacesandnamesintheirmind.ELEVATORPITCHSUMMARYIfyoucantriggerpeoplesattention-Makethemseeafaceandaname.Youwillatminimumdoubleyourreferrals.Resistthetemptationtoputyourselfonthestageandinsteadputyourcustomersbiggestneedsinthespotlight.Butthatsjusttheveryfirststep.ELEVATORPITCHSUMMARYTheendgoaltoNetworkingisnottosellthepeopleinyourgroup.Theendgoalistogettothe200pluspeopletheyknow.Family-Friends-Colleagues-AcquaintancesEveryoneisinitfortheshortgame.Iplaythelonggame!Thelonggameistohaveanetworkofclosebusnessfriendsthatcontinuallyrefertoyoufromnowon.
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