Austen's Weekly Picks

Lead vs. Referral vs. Connection

In my last blog post, I said we would discuss referrals vs. connections and since that post, someone has asked me about leads vs. referrals. Think of "Lead vs. Referral vs. Connection" as a type of sales funnel. If you have ever gone to a networking function you will likely hear them talk about business passed and referrals given between the members of the group. The reason why they talk about referral is that the person referred is likely expecting a phone call or email from the person given the referral. This is a “warm introduction” and should result in an easier sell. (Frank’s client, Chris, is purchasing a home and needs financing. Frank recommends Danny a local mortgage lender. Chris is now going to be expecting Danny’s phone call.) I love the definition of referral in the Collins Dictionary: “Referral is the act of officially sending someone to a person or authority that is qualified to deal with them.” The problem with a lead is that it is considered, “non-qu...

Business Cards, What A Waste…

I recently got into a debate on Facebook about Business Cards and their importance. Surprisingly, it was my 2nd most commented and liked Facebook post in months. — 1st being the announcement of my wife’s pregnancy 😊. Most people agreed with me and some did not. Which is okay! One person’s comment really resonated with me and I have been looking forward to writing this article in response to their comment. They said: ...it’s not the card that counts, it’s the connection. A card shouldn’t determine how professional a person is or how serious they are. I have given out hundreds of cards to people who say they are going to contact me and never do. That is more of a sign of not being serious or professional. I take more offense to that than anything else. Action and connection count A LOT more than a little piece of paper. I love the ending when they say, "Action and connection count A LOT more than a little piece of paper" because after all, the title of my blog i...

Don't Think Outside The Box. Think Inside.

I am sure you have heard that whenever you are looking for a new idea to "think outside the box". However, there are many advantages of "thinking inside the box" instead. Especially when it comes to building a referral based business. Drew Boyd and Jacob Goldenberg, writers for the Wall Street Journal, define "Thinking Inside The Box" as, "People are at their most innovative when they work within the constraints of what they already know." In 1983, the owners of a small cookie business sent a box of their cookies to the top radio station in Los Angeles. After trying one on the air, disc jockey Rick Dees asked his listening audience, “How would you like the most delicious fresh cookies delivered right to you?” Back at their store, orders for Snookies Cookies started ringing off the hook … and they’ve never stopped. Most people will credit the owners for thinking outside the box for their creative marketing ideas; however, I woul...

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