Last week I spoke at a convention in Arizona and was fortunate enough to hear the speaker the night before me: Kevin Smith, a State Farm agent from Chicago, who has broken all kinds of records in his first three years. This is my assessment/interpretation as to why he has been so successful so quickly.
1. Believe you can do it and be motivated to be the best
Success is not an accident. “All this stuff is mental.”*
The primary challenge most people have is that somewhere inside them lies lingering doubt about whether they too can get what they want in life. When I asked Kevin if he knew where his belief came from, he wasn’t quite sure (because a few people learn it along the way (usually from parents who are unconditionally loving); most of us need to induce it day after day by rewiring our brains).
What Kevin DID talk about was powerful and, ultimately, did answer the question. “I am consistently reminding myself what I want to accomplish,” which is precisely what most people do NOT do. Please read his point again. It’s a daily habit that’s easy to do but that requires rare self-discipline.
Beliefs? “I believe I make a difference in the world. I treat people right and I want to be the best at what I do.”
These are beliefs to have for yourself.
At the end of his introduction, he said: “I want you to check your excuses at the door: Anything’s possible if you put your mind to it.” So, rule #1: work on the mental game.
(*And there is science behind this. If you missed this in November and December 2009, I urge you to read the articles on changing your beliefs. They are on the e-zine page of my website:)
http://www.thereferralauthority.com/_apps/ezine/reviews.php
2. Have high visibility and high volume in your target market – where everyone knows what you do without you having to tell them or sell them
Want a mindset that helps? “I love to network.” Kevin’s passion in life is human connection, music and the night club scene that goes with it. His target market is 22-28 year-olds who frequent two of Chicago’s most hip night clubs/restaurants. He researched these places and their owners before making his decision.
The beauty of his networking is that he gets to meet a lot of people several times each week who all need what he does (insurance: even if they have a different provider when they meet him, does their agent love what they love and build relationships like this?) Last month he got 40-45 referrals from his connections made at the nightclub.
The takeaway here for you is to ask yourself:
What is my ‘nightclub’?
Where do I enjoy meeting people?
Seek out RESPECTED business owners – centers of influence. They will associate with you if you follow point 6 ( see below)
The ever increasing trend in sales is that the consumer wants to meet you in a non-sales environment and get comfortable with you as a person first. Then you can position yourself as a trusted advisor (rather than someone trying to sell them something).
3. A brand that is consistent with who you are – online and offline
Many people I meet like to segment their lives and not mix business with their personal life. Increasingly though there is a slowly growing number of people who see that synergizing their lives in various areas has exponential benefits. Keith Ferrazzi wrote about it in Never Eat Alone. And, as I think about, Stephen Covey identified the same trend much before that – that to live life to its fullest you can’t run fast enough from all the important areas and feel accomplished. You need to combine more of them (and I’m not saying ‘all’ – everyone needs down time)
So rather than being Dr Jekyl and Mr Hide where you never talk shop at church or when you’re coaching your kids, be the same person and be proud of your vocation.
Wherever people meet Kevin, he wears jeans, a casual shirt and sneakers. On Tuesday evenings he serves on a non-profit board. Three evenings each week he takes different guests to one of the nightclubs. He does not drink – he always has bottled water. On Facebook, people see the same thing: Pictures of him in all of these roles reinforcing that he helps people in multiple professional and volunteer ways, loves music and likes to have fun.
Develop a clear brand that is, above all, you being yourself. Easier said than done in business attire that looks like everyone else’s (one reason Kevin does not play that game; not an option for everyone)!
4. Systems
“This is the most important point I want to make,” he started. “For everything you do, make it a system and train your team how to do the same.” From how a client is greeted when she walks in the door to how you follow up on a referral, track walk-ins, track sales, track marketing results, just have one way of doing it. Share between different staff who is responsible for tracking each of these and insist on weekly reports.
Great Idea #1! Follow up to the people he meets: He requests they become Facebook friends: “Tara, it was great meeting you last night. If there’s anything I or my office can do for you, we’d love to take care of you. Please let me know.”
THEN he sends a separate email to his office manager, Robin, and cc’s in the new ‘friend’. “Robin, Tara is an important person that I met recently. If she should contact the office, please give her special treatment.” Many people commented afterwards what a good idea this was.
Note: Not everything he does is online. His office sent out 2900 thank you cards last year.
Great Ideas #2-6: in next week’s e-zine.
There are so many great ideas here. I would suggest printing this off, picking a couple of them, revisiting this article and incorporating other ideas over time. And having Kevin speak to your organization because I am SURE he is always adding new ideas that work too.
I am positive other people who matter in your network would love to read this. Please forward it on and share the wealth. Most of all, please take action.