Latest / Success Story with Scott Clary / Lessons - How To Be Radically Relevant | Bill Cates - President of Referral Coach

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Lessons - How To Be Radically Relevant | Bill Cates - President of Referral Coach · Success Story with Scott Clary

• 0:00
  People, so radical relevance, why is this concept alone in the greater scheme of digital
• 0:18
  marketing important enough to write a book about?
• 0:21
  Well, it's because we live in a radically relevant world.
• 0:26
  Let me explain that.
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  I mean, between big data and, you know,
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  the election is the micro targeting in all the ways to collect data on person people.
• 0:39
  And even if you're not doing it digitally, even if you're doing it in more of a one-on-one
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  one-to-one analog kind of way, people expect us to know something about them before we
• 0:49
  reach out to them.
• 0:50
  They pretty much require it.
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  And salespeople or marketers that are a little lazy and don't do their homework and try
• 0:58
  to reach out without really knowing the audience are going to be ignored.
• 1:03
  And just to give you a few examples, I mean, it probably started this radical relevance,
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  if you think about it, started with Google.
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  And there are algorithms to make sure that the relevant information shows up on a search,
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  right?
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  Amazon, if you look for a book or any product, you know, people about this, also about this.
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  That's all about relevance.
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  Going into a grocery store and looking for water.
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  How many waters do they have these days, right?
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  Sparkling water, still water, flavor, not flavored, smart, dumb water, whatever.
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  And all of that's to be relevant to whoever, you know, their prospect, their customer might
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  be in the same thing with toothpaste.
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  Now, here's an interesting one.
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  Build boards.
• 1:46
  All right, so not all parts of the country in the world have billboards, but a lot to do.
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  Everybody knows what a billboard is.
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  The electronic billboards that you see so much now, they are being fed and programmed
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  by data coming from the driving apps, like ways in Google Maps.
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  And so they will change their message based on the demographics of the people who are
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  driving by in any particular time of day.
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  That's radical relevance, but we can go even more radical than that.
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  A lot of these billboards are equipped with pollen sensors.
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  And so when the pollen count gets over a certain level, they automatically start showing allergy
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  medicine ads and local pharmacy ads.
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  So we live in a world that's like that.
• 2:27
  And everyone, you know, listening to this podcast has been hit up multiple times a day by
• 2:32
  people who don't know anything about us, right?
• 2:35
  And we just as soon as we can tell, they don't know who we are, we just delete them.
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  Because if someone shows a little knowledge of who we are, then we might start to pay
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  attention a little bit.
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  In fact, I reward people who reach out to me.
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  And if they've read my blog or just, you know, watched the video on my YouTube channel
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  or somehow had a sense of who I am and indicated that I will pay attention.
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  I will even schedule a phone call just to reward them for taking the time to do that.
• 3:04
  So that's a really good point.
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  But when you reach out to people, if you're not relevant, it's just like white noise.
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  Because we get that all day every day, you know, you said you came from like a more traditional
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  marketing era where you would get flyers and pamphlets and whatnot.
• 3:20
  But now you're well, well versed in digital marketing and we get, you know, it's like 10X
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  what we used to get because now it's so easy to reach out to people right at scale.
• 3:30
  And it's like, you know, in males through LinkedIn or emails, spam males, whatever.
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  So obviously that's, it makes sense why being relevant is important.
• 3:40
  So sharpen your marketing message.
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  That's the subtitle of your book.
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  How do you actually do that?
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  How do you sharpen your marketing message so that you are relevant while maintaining that
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  scale?
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  Because everybody knows like if you're prospecting, going back to prospecting, you're prospecting
• 4:02
  a client, you can go do research on them.
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  You can go reach out to them.
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  And that's really what is it's a good idea to do that.
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  But how would you do that at scale so that you can still, you know, there's still a volume
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  and velocity to your outreach?
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  So the key is on narrowing your scope, not expanding.
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  It's narrowing and it's knowing your target and then taking that and maybe going a little
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  deeper in that target and then a little deeper to the point where you get your bullseye,
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  which in marketing you often call it the persona, the avatar, the ideal person, the demographics,
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  the psychographics of those people.
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  And the mistake I've seen a lot of marketers and sales people make is when they're crafting
• 4:44
  their message, especially for folks that aren't as experienced, when they craft their message,
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  they tend to expand a little bit.
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  They go, well, we don't want to leave these people out or we want to leave these people
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  out.
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  So they actually expand who they're trying to reach with their message and all they do
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  is water down the effectiveness of the message and reach nobody.
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  And so if you have different personas, if you have different ideal types of clients or
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  customers, you got to make sure you deliver the right message to the right person at the
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  right time and the right way.
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  And if you don't do that, then you're again, you're white noise.
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  You can have more than one target market for sure.
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  You can have more than one persona or ideal within that.
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  I like to call it a right fit client or a right fit customer.
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  But you better make sure that you're dividing your messaging up.
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  So on your website, right, who are the people that visit your website, make sure you they
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  can self-identify who they are and click the right button and then they go into the stream
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  of information that's totally perfect for them.
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  And it's just about finding the bull's eye and getting the bull's eye.
• 5:54
  So okay.
• 5:55
  So one of the points that we discussed before this, you're telling a story of how your
• 6:01
  clients achieved 900% growth in seven years.
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  So that's obviously incredible growth.
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  So first I want to speak about, like, sort of walk us through that case study and then
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  let's speak about how that's repeatable for other people.
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  So if they were trying to implement, like, a best idea or practice that they could take
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  out of that case study, like, what would that one idea or maybe multiple ideas be?
• 6:28
  Yeah.
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  Sure.
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  So this is with McKay CEO forms out of Vancouver Canada.
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  And so when I met Nancy McKay, she had, by herself, had acquired 100 clients.
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  These are CEOs of companies, mostly in the Vancouver area, where they would get together in
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  round table forums and very impactful for these folks.
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  But she's got big dreams and big goals and she wanted to go further.
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  So the first thing we worked on actually was her referral process, how to scale her business
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  by getting her clients, these CEOs, the introducer to more.
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  So she could create more groups.
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  And we got nitty gritty on this.
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  We recorded audios.
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  We recorded all kinds of stuff to give her scripting of how to talk to her CEOs, to refer
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  them, refer her introducer to others.
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  But she also wanted to scale in another way.
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  She wanted to bring on more chairs, more people to lead the groups.
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  We lead so many groups, right?
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  So her scale was increasing the number of clients, but also increasing the number of people
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  who could facilitate these groups.
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  And so it was all about referrals and introductions for a number of years.
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  And that really brought a lot of people in.
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  Then we started to help her refine the messaging, because she was finding that not always
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  the right people were being referred or coming into the groups and didn't always work.
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  So we had to get really, really clear on the right people.
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  And she now can be on a phone call with someone.
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  Within about five to six minutes, the prospect and Nancy will know if it's a match.
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  And you know, just by a few questions she asks and just by a few things she talks about.
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  And if they're not a match, she won't take them on.
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  And that's important that when we talk about our value, when we talk about the work we
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  do, whatever this situation is, we've got to make sure we're attracting the right people
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  and repelling the wrong people.
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  And even if it's in a mass situation and it's all digital, right, we don't want to waste
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  time, their time or our time, bringing people through a funnel, through a campaign, eventually
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  ending up in a phone call where it's not a good match.
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  And so everything has to be very clear.
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  This is who we work for, this is who we serve the best.
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  And if you're not in that, we're not right for you.
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  And so therefore, let's not waste our time together.
• 8:56
  No, that's really good.
• 8:57
  There's so many things you can take out of that story because you spoke about referral
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  networks.
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  So right off the bat, the strongest way to sell is a referral network for sure, like word
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  of mouth.
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  That's the way to do it.
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  You spoke about optimizing your message or personas, and then you spoke with something
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  that a lot of people have trouble with, which is qualifying out.
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  So getting rid of those deals and just sort of freeing up your time.
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  So those are all, I don't know if you meant to do that, but that's kind of like my list
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  of things that you should take away from the story that, regardless of, you know, whatever
• 9:30
  business you're in, those are just best practices to implement, right?
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  Like, that was really, really good.
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  And that's, so that helped to achieve 900% growth.
• 9:41
  Yeah.
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  And, and let's talk about the qualifying out first.
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  Yeah.
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  And it depends on the business.
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  Obviously, that you have what that's going to look like.
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  And sometimes they could get qualified out digitally in which case you're not really
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  wasting much time.
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  And with that said, with the referral process, a lot of businesses will take on clients
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  that aren't necessarily right for them, kind of out of respect, if you will, or different
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  first, but that's not always a good thing to do because here's, here's the guiding principle.
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  What's right for that prospector client, right?
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  And if they're not right for your business and you don't believe you can bring your full
• 10:23
  impact of value to them, then you're not right for them.
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  And so what we don't want to do is create lose, lose situations, especially if there's
• 10:32
  a referral source involved where they might wonder, why did they send someone to you because
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  that person is not being served as well as they should be because you took them on in
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  a way you shouldn't have.
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  So all of it has to be guided by that.
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  What's best for that person?