copyright 2008 Jim Cathcart
Announcing a new e-book just released by Cathcart Institute, Inc. in the Relationship Selling Series.
This is the 8th book by Jim Cathcart in this collection.
The theme of the new book is that Customer Loyalty is something we should be seeking to GIVE rather than to get. By giving loyalty to all of our customers we can guarantee 100% loyalty FROM us and vastly increase the odds of getting loyalty in return.
Here is the cover of the new book. It can be ordered by sending an email to firstname.lastname@example.org or calling 800 222 4883.
Below is the description of the entire series. Click on the image to enlarge it.
For further information on this book or the series contact:
Jim Cathcart at email@example.com
by Jim Cathcart
An organization I’ve come to admire is the New West Symphony here in Thousand Oaks, California.
They recently sent out a promotional announcement that shows a high level of “Relationship Intelligence ™”.
Here is the link to their announcement called “The Pleasure of Your Company.”
The concept is quite simple and elegant: create a series of casual events that appeal to a wide variety of tastes and interests. Make the events affordable and orchestrate them (pardon the pun) so that all will contribute to the building of support for and involvement in your cause.
Here is some of the wisdom in this kind of thinking, in my humble opinion;
1. To do all of what you are capable of doing you will need the support of many people over an extended period of time.
2. Your dream goal is to attain the full support of all the people indefinitely.
3. Step one is to let people know you exist.
4. Step two is to make them aware of what you do.
5. Step three is to show them how well you can do it. Show them the value of it.
6. Step four is to give them a personal “sample” of the value. Get them to touch or taste the product.
7. Step five is to get them to “buy” something, to get involved on any level including volunteering.
8. Step six is to extend their involvement to full participation (related to their own capacity.)
9. Step seven is to get them involved in leadership; chairing a committee, serving on a board, holding a position, heading a fund raising or spokesperson effort, etc.
10. Step eight is to get them to take ownership in the success of the organization. Get them to feel that this is THEIR own personal cause, not just yours.
An example of this would be when the Boys & Girls Clubs publicizes their newest club and holds a grand opening or ribbon cutting event. Articles are generated, announcements are sent out, ads are bought, public service announcements are aired, email broadcasts are sent, and specific influential individuals are invited to attend. This addresses steps one, two, four and five above.
At the event itself they showcase what they do and the value that the kids get from it. This includes having kids there to talk with folks and demonstrate the club’s services. That addresses numbers three and four (showing them how well you can do it and giving them a sample.)
By having many different activities at the grand opening there is opportunity for a multitude of one time volunteers and helpers. Each of these people will in turn feel more committed to the club and the cause. This leads to their further involvement.
You can see how the concept works, from minimal contact through potential full support.
Now back to the New West Symphony’s cool idea.
They are holding twenty six events! Twenty six!
Each priced between $40 and $225 per person.
Covering everything from gourmet dining events to classes on personal organization.
Musical and non-musical events, educational and indulgent events, fun and laughter, plus history and culture. Something for everyone.
Each event is hosted by a different supporter of the New West Symphony (so nobody feels overburdened nor left out.)
The potential number of people who will get involved on all the various levels is very large.
Now contrast that to the typical approach of just holding a couple of big events per year plus a raffle.
By the way, the Symphony also holds big events such as their famous “Symphony of Wine” gala.
Relationship Intelligence ™ is being intelligent about relationships.
The New West Symphony is clearly being intelligent about theirs.
Congratulations to the Symphony and, as for the rest of us, let’s learn from their example.
For my personal assistance with your own RI initiatives please contact me at firstname.lastname@example.org.
Please let me know of other organizations (both for profit and non-profit) that you’ve seen exhibiting a high level of R.I.
by Jim Cathcart
At the Tulsa agency of Massachusetts Mutual Life Insurance Company in the late 1970s the general agent was Joe D. Willard. In a matter of just a few years he turned this agency around from near failure to winning the President’s Trophy twice in a five year period as one of the best out of 120+ agencies. I had the privilege of being “in on” that achievement.
Joe had hired me to conduct a seminar on goal setting for his agents in 1976 and he asked me to join his team in 1977 as an adviser and sales coach. Though my chosen path was professional speaking and consulting, he offered me an office and a monthly retainer to be his agency’s in-house sales coach and his personal confidant. What I learned in my six years with this account was invaluable.
One particular story stands out. Joe Willard had been a company leader for Mass Mutual in group insurance sales before taking over the Tulsa life Agency. So I asked him, “what do you do?” His reply was immediate, he said, “Do you remember the book PsychoCybernetics?”
I said, “Yes, it was written by Dr. Maxwell Maltz and it focused on ‘Self-Image’.” “That’s right,” Joe said. “In the book he said you should think like the person you want to become. So I did that and asked myself each day, ‘How would the sales leader do this work?’ It gave me the point of view and the motivation I needed, so I made more sales. Now I do the same thing as the General Agent and ask how the company’s leading agency would do what we are about to do.”
I was very impressed. Here was a man using a simple principle in the form of a question and with it he had lifted himself to excellence in sales and subsequently his agency to the top of the industry. I started talking about that in my speeches and as others adopted the practice they too were getting impressive results. One notable example, about whom I’ve written in my other books, is Tim Seward whose use of this daily question transformed his one-man auto-detailing business and his career into multi-millionaire status.
Now I offer it to you. Here is my suggestion: capture the graphic at the top of this article and look at it every day. Think about the goals you wish to achieve and then ask yourself several times a day, “How would the person (who had achieved these goals) I’d like to be do the things I’m about to do?”
The question will change your mindset from the present to the future YOU. Then you will be behaving as the person you wish to become instead of merely the person you are right now.
This simple mind shift has the potential to transform your life much as it has Joe Willard’s, Tim Seward’s and my own.
For more information on this check out my book or audio album “The Acorn Principle” at www.cathcart.com.