The term "sphere" might be the most overused term in sales and marketing literature. For some, the sphere is represented by one's immediate friends, and for others, it is someone's previous customers. In reality, your sphere includes these elements and much more. It is when we define the sphere in the right way that we actually find out how important our sphere actually is with regard to our marketing plan. In the long run, our sphere should be the basis or foundation of this plan.
First, what exactly is one's sphere? A sphere is comprised of those you come in contact with. Put it this way: If you were walking down the street and passed someone, would you say hello? If you would, they are part of your sphere. In addition to this relationship component, there is also a component of commonality. There are those you dont know, but with whom you have something in common.
For example, let's say you go to church or temple. There may be 500 families and 1,000 members in the group. You probably know 50 of these people because you live near them, sit near them or have even served on committees with them. But there are 950 people that you don't know but are part of the sphere. The commonality component adds the largest numbers to your sphere, while the relationship component adds the most important individuals to your sphere.
Now that we have defined the sphere, let us look at the specific components of a sphere. In all, there are seven all-important segments of one's personal sphere.
I. Friends, family and neighbors
This part of your sphere is comprised of those with whom you have the closest relationship. Author Stephen Covey would say that you have built up an emotional bank account. This can be the most important segment of the sphere because the members have a vested interest in helping you succeed. And many times it is under-utilized because call reluctance prevents some from calling on the personal segment of the sphere.
II. Previous customers
This segment of the sphere is well-defined in practice and literature. Sometimes this segment is interchangeable with the term sphere. There are many customer relationship management programs available to help sales and businesspeople keep track of and deliver value to this segment. One important point: If you are new in your present industry, be sure to include the previous customers from your previous industry. These are people you have served and with whom you have developed a relationship. Starting with these customers puts you on second base instead of at home plate.
III. Present and previous co-workers
This segment would include everyone you have worked with in this industry and previous industries. Many have worked with hundreds of different people. You may have helped someone start their career. Perhaps you have promoted someone. These relationships can be turned into dollars because you have goodwill invested. If you work in an industry where turnover is rampant among sales personnel (for example, as a real estate agent or loan officer), every time someone leaves the industry, the sphere they have built up disappears unless you take the initiative to work with them and turn them into a referral source. In reality, the group of previous practitioners makes a great referral source because they are familiar with screening prospects and they are known as having expertise in the industry. In other words, dont let your peers go untapped.
IV. Previous prospects
Previous prospects are important for two reasons. First, if they choose not to do business with you, they might change their mind in the future. Perhaps they decided not to purchase at all. Keeping in touch with this segment is essential.
On the other hand, there are prospects that you were not able to help because of one reason or another. Perhaps they had bad credit or no savings. You should be referring these people to those who can help them (perhaps credit counselors) so they are more likely to become clients in the future. Those who receive referrals from you—that are comprised of those you couldn't help—are helping you with your future business and can become important referral sources on their own. It is said that "someone's garbage is someone else's treasure."
When we described the sphere, we described both a "relationship" and "commonality" segment. Your associations will produce targets that represent both segments, but this category actually has the ability to add more from the commonality segment than any other category. Associations would include religious, academic, business, civic or even special interest associations. Your church/temple, alumni association, chamber of commerce, homeowners association and even country club are all examples of these associations.
If you are not a participator or joiner, your marketing plan may require that you start joining and participating in these associations. An alumni association may have 2,000 members. You might develop a relationship with only 50, but you have something in common with all of them. If you took a sales course, they would teach you to find something in common with prospects. Why not start with those with whom you have something in common? That will make the sales process even easier.
There are actually two sub-categories of vendors. First, there are those from which you purchase. You make both business and personal purchases. Your business vendors may include your landlord, printer, advertiser, etc. Your personal vendors may include your dry cleaners, favorite restaurant, etc. Every time you make a purchase from a vendor, you are helping that vendor succeed. Our question to you: Is that vendor helping you succeed? This brings up an important sphere-marketing rule—stop buying things from vendors who are not helping you succeed.
The second sub-category of vendors would include those who sell to your targets. For example, if you are a real estate agent, you are not the only one who calls on potential homeowners. If you are a loan officer, you are not the only one who calls on real estate agents. It is from this sub-category that you can find potential synergy marketing partners. Synergy marketing partners are those who have the same targets as you, but sell a non-competing product. Why not coordinate your marketing efforts and share relationship referrals?
The professional category includes doctors, lawyers, accountants, financial planners and other professionals who may be singled out among your sphere. Professionals are very important because ...
•Professionals typically have a higher income than the
average person; therefore, their purchases of such things as homes
are expected to be of a greater magnitude.
•Professionals typically have large spheres of influences themselves, and therefore, can make very attractive referral sources.
•Professionals know many other professionals. For example, if you are interested in marketing to divorce attorneys, you can cold call them. Or you can meet many divorce attorneys through one divorce attorney. You may know one or two, but they are likely to know 10 or 20. They went to school with them, practice with them and compete against them. And we all know that divorces produce many transactions, especially in the real estate world.
By the time we identify these seven segments of our sphere, you can see how quickly our database will grow. If you have a goal to build a marketing plan that will produce and grow by referral rather than through cold calling, you can see that this sphere is the key to this marketing plan. It is hard to generate a full marketing plan with less than 100 in your database. But this exercise is designed to move your sphere into the thousands.
Dave Hershman is a top speaker and leading author in the mortgage industry with eight books—including two best sellers for the Mortgage Bankers Association. For a schedule of Dave's classes, free marketing samples, speaking information and articles by Dave, call (800) 581-5678, e-mail [email protected] or visit www.originationpro.com.