Sphere Of Influence (SOI)
One of the best ways to garner lasting success in sales is by maximizing your Sphere of Influence.
- Customers / Clients
- Complimentary Networking People
- Business leaders / Influencers
- Friends and Family Evangelist
ID (Flag and Tag) you contacts in your database CRM and grade / label as:
A+ = Personal call / visit monthly
A = Personal call / visit quarterly
B = Personal call / visit annually (Birthday preferred)
C = Everyone else is blank or a C
D & F = Delete and Fire
A+’s These are the best of the best. You go to… most influential. If clients, these are you top 10%. Those that are High Profit and Low Maintenance. These people are your BIG orderers & CHAMPIONS. They are the people that refer you regularly. They help you connect to the right people. They are your super evangelist. These people might be buying or referring you weekly or monthly.
A’s They are very good people who could be A+ but might be too busy. They are solid customer and referrers.
B’s are good and hopefully will become A’s. They would likely refer you if someone asked. They would probably give a review online but wouldn’t give a reference unless asked. B’s are good customer but maybe high maintenance or overly budget or service expectations.
C’s aren’t the best but shouldn’t be deleted. Time priority should go to A and B’s first.
D&F’s just get rid of as quickly and professionally as possible. Life is too short and there are too many better opportunities available. Keep in mind exceptions to every rule but not principles.
Add A, B and C to your mass marketing efforts via newsletters, social media, etc in effort to keep Top Of Mind (TOM) as people like to buy from those they ‘Know Like and Trust…and Remember’.
Invite SOI’s to meetings and networking events
Use this process pattern when communicating but feel free to mix up and be spontaneous (SEE):
S = Service (Discuss how service has been with customers, Business has been with others – new projects, trends, books, concepts, etc)
E = Enhance (Discover way to enhance value and the relationship. New features, products, with customers. Networking relationships with others, How how I might be able to help.)
E = Else “What else can I do? If happy, then ask? “Who else should I be talking to and engaging with?”
Here is a short video about this subject from Southwest Consulting
If you like what you have read, that is great. But this, like all good thoughts, require action. Ideas are a dime a dozen but men to implement them are worth their weight in gold.
So get busy
- ID and document you SOI contact
- Use a CRM for Pete’s sake (
- Create labels and grade your SOI.
- Set your plan and work it.
- Repeat and work more.
By Kirk Booher