I was on the phone with a client the other day who wanted a sales letter
I was very blunt.
I’ve been in the game a long time, and he was looking to build relationships
with professionals who could refer him business.
Each referral partner could be worth six figures in revenue annually to him.
Here’s the thing. I could write you a single sales letter. You could send it
out, and it might work… but it might flop.
This is reality.
Instead, I suggested: let’s create a plan. Because think about it, even if
these professionals agree to meet with you, how do you build enough
trust to actually get them to refer you.
There are two components:
1. The entry point, starting the relationship.
2. Building the relationship, to where they trust you enough to refer.
What’s more, it’s going to require a lot more than a letter – but also
networking, database management, referral strategies, retargeting, authority
positioning… and much more.
Please, remember, there are no shortcuts.
Everything in business, when you’re selling at the high end at least, is
based on trust.
And trust is based on building relationships.
And building relationships takes time.
And not everything works for the first time – you want to work with
optionality on your side, so you’re attacking things from multiple angles