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Why Transformation Efforts Fail

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Don't you get tired of hearing about how great referrals are? Especially if you're not getting enough of them? I am always speaking to managers, agents and advisors who say they're so tired of chasing “suspects” and would love real prospects – specifically prospects that come from referrals. I have one acquaintance (a P&C agent) who, every time he sees me, asks if I have any ideas on how he can get people to call him so he doesn't have to actually FIND prospects! (Of course, there ARE ways to accomplish that, but he won't put in the effort…)



We all know people, or at least know of people, whose business is sustained and grows by referrals. But most professionals can't seem to get there. It's worth taking the time to understand why most referral efforts don't work and to understand what keys need to be in place in order to get the results you want. It's worth taking the time because prospects who are referred to us are easier to close, make their buying decision faster, are more profitable (because there's no cost in acquiring them and they spend/invest more with us), and they're more loyal – they tend to stay with us longer and stay through most of the ups and downs.

Let's start by looking at why most referral efforts fail. I'll assume that you are likable, have integrity, and know your stuff. Over my years of working as a professional and working with professionals, I've identified four CRITICAL keys to referral success. Most professionals fall short in one or more of these areas.

The vast majority of referral-hungry professionals work with too few referrals sources or “centers of influence”. Whenever I do a workshop and ask attendees about how many centers of influence they have, the typical answers range from 3 to 6. That's just not enough to produce a meaningful, steady stream of referrals. Sometimes, by the way, I'll have an attendee claim they work with 50 or more centers of influence, but after further questioning, it becomes clear that they don't know how to define someone as their center of influence. Many people will describe a center of influence as someone who knows or sees a lot of people. Alternatively, some people will say that a center of influence needs to know or see a lot of people who may be good prospects.

The truth is that, although those things are necessary, they don't define them as one of your centers of influence. You see, the mayor of your city and the governor of your state both see and know a lot of people, but for most of us, would not be considered as one of our centers of influence. There are two more important components we need to add to our definition of a center of influence. They must like us and they must be willing to help us succeed. To be considered a center of influence for you, a person must see or know a lot of people, must like you, and must be willing to help you succeed. So, as I said earlier, most professionals have only 3 -6 true centers of influence.

Another shortfall is that most professionals lack a systematic way of nurturing relationships with and asking for referrals from their centers of influence. They go about it in a very haphazard manner. That just won't do. (I DO have an effective way of automating and systematizing this process, but you'll have to contact me to learn about it.)

The third area of shortfall is a lack of differentiation – having a “vanilla” message. Most people are focused on getting through their day, so without having a point of differentiation, a center of influence just won't think of us. The final shortfall I see over and over again is that we tend to have a pretty superficial level of interaction with most people. There's no way to get people to like you and to want or help you if they don't feel a connection with you.
Why Transformation Efforts Fail
George was ecstatic! He loved the organization and wanted to move up and contribute as much as he could. He saw this opportunity as a positive step in that progression. Plus, he had some challenges in his job that he hoped he could learn how to deal with more successfully.

After he found out he was slated to attend, George didn't hear much more about the training until about a week before it began. The email gave him all of the details and he was excited all over again. Excited, that is, until he looked at his calendar and saw how much he had to do.

Because the training meant so much to him, he was determined to be focused while he was there, so he worked hard to get his projects all caught up before he left for the workshop.

George loved the workshop! The facilitator was great, the content was helpful, and the food was even good! He was so motivated by the new ideas and the people he met. He gained in confidence as they practiced some of the things they learned. As a part of the program he built an action plan. He left the two days completely stoked about what he had learned and how he would be able to apply it.

After the Workshop

George awoke the next morning and reviewed his action plan. He was excited because he knew what he would do to be a better leader, starting today. Then, George got back to work. As he fired up his computer he checked his voice mail.

23 messages.

His heart sank a little. As he listened to the messages, taking notes when needed on his next steps, he opened up his email and found an even more depressing sight. 91 emails. A quick glance found that there was little fluff there - it wasn't 20 serious emails and a bunch of reading or jokes, it was a solid 91 emails to read, work through, reply to and take action on.

After getting a cup of coffee, George went to say hello to his team. This took awhile because they had questions and things they wanted to talk to him about - which was only natural since he had been out-of-pocket for two days. By 9:15 he was back at his desk, ready to tackle all the messages - including the 7 new emails that had come in while he was out.

By 3:00 he had mostly forgotten about his action plan - he remembered it only when he saw it in his briefcase. He took it out and looked at it wistfully. He was still committed to working on those items, but they would have to wait, the next project meeting was all day tomorrow. . .

Reviewing the Situation

Perhaps the situation above sounds familiar to you. What is written up to the "After the Workshop" heading looks good situation: a willing learner, a well designed workshop, and a person leaving excited about his action plan. This story might be a bit too rosy - admittedly, not every one who attends training will be as excited and motivated as George, but in the end it doesn't really matter - because a highly motivated person like George won't get as much from this effort as he could or even wants to.

Why?

Because while most leadership development programs focus on developing a great training program, that is a small part of the overall likelihood of success. You see, training is an event, but learning (including leadership development) is a process.

We don't learn important, complex life skills in brief instant. In an instant we can get an insight, an aha, and an inspiration. In an event we can get ideas, approaches, checklists and knowledge. But skills come to us over time - not in a one shot, one time training course (regardless of how well it is designed or how awesome the trainer is). Skills come with practice and application.

Leadership development is a process and as long as those efforts look like events, the return on those investments will never be high.

Much can be written about specific things that can be done to make the process more effective, but you can start without that list of ideas. Reread the story above. Connect it to your situation and then think of two things you can do to make your leadership development process (whether for yourself or your organization) be more successful.
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About Author
Both Michael Beck & Kevin Eikenberry are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.

Michael Beck has sinced written about articles on various topics from Difficult people, Marketing and Prospects. . Michael Beck's top article generates over 5400 views. to your Favourites.

Kevin Eikenberry has sinced written about articles on various topics from Organizational Culture, self improvement and motivation and Education. Kevin Eikenberry is a leadership expert and the Chief Potential Officer of The Kevin Eikenberry Group (http://KevinEikenberry.com), a learning consulting company. To receive a free Special Report on leadership that includes resources, ideas, and advice go. Kevin Eikenberry's top article generates over 246000 views. to your Favourites.
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