Posts Tagged ‘Familiarity’

To take a quick re-cap. In Part 1, we looked at Visibility in our relationship and the 3 steps on the ladder that we need to go through whilst developing the  stage in the relationships that we have.

The first step is Awareness which is that time when we first come into contact with someone, which can happen in any number of different ways.

Familiarity is Step 2. Now we’re at a stage in the relationship where people start to recognise us or our name.   And vice versa.

As people start to Know & Like you, you move on to Step 3. Just remember that knowing you is not, usually, enough.  People need to like you if you want to move up to the next Step.

As people start to develop confidence in you you start to develop credibility and move up to Step 4.  Inspiring people’s confidence in us is what it’s all about.  And the activities we need to engage in are the same ones we need to be engaging in to move up onto Step 5 where people develop trust in you.  It’s simply a process where people start to trust you as their confidence grows.

So. lets now move on to the final two Steps on the relationship ladder.  Those two where we start to move into the realms of creating Profitabilty from the relationship.

Step 6

Once you’ve fully established your Credibility, once the Confidence and the Trust that people have in you (and in what you do) grows to a certain level, they will start to develop a degree of Reliance upon you.  At this point you’ve now climbed up on to the 6^th rung on the Relationship Ladder.

Every step on the ladder is important but once you’ve got up to the Reliance step it’s essential that you work to maintain everything that you’ve now achieved and consolidate your position.

When people start to develop Reliance on you, you need to demonstrate that their Reliance is justified so that it continues to develop.  Consolidation is the name of the game here and you achieve that by doing more of the same.  Every step you’ve taken, everything you’ve given, every way that you’ve found to add value to the relationship, so far, you simply need to do more of.

When people become Reliant on you it means that, if they have a need for your product or service themselves, they wouldn’t consider using anyone else, at all.  You would be their first, and probably, only port of call.

It also means that they would be highly likely to refer you in the event that someone asked if they knew anyone that does what you do.  They have confidence in you and they trust you and they would refer you to the most important people in their personal contact sphere.  However, on this Step of the relationship ladder, their referrals would tend to be reactive ones.  That is, they will refer you when the subject of your product or service comes up.

Step 7

The final Step on the relationship ladder, the pinnacle that we all should be aiming for, is when people become a Raving Fan, both of you, and of what you do.  This is when everything that you’ve been working for comes together.

You’ve moved up the ladder from Awareness to Familiarity and then on to Knowing & Liking.  You’ve established Confidence which has developed into Trust and you’ve moved beyond the level of Reliance.

So, what differentiates a Raving Fan from someone who’s Reliant on you?

Well, a Raving Fan doesn’t just refer you should the occasion arrive, they proactively look to refer you.

Being proactive about referring you means that they actively seek out opportunities to refer their contacts to you.  They want to help you get as much business as possible and will be proactively looking for opportunities to create a referral for you.

For example, let’s say that you supply and install hardwood flooring.  Someone that’s reliant on you is talking with a contact about the fact that they’re having some work done on their house.  If that contact happens to mention the fact that they want a hardwood floor as part of the work they’re having done, you will be referred to them.  However, if they don’t mention the flooring, you won’t be.

If that person we’re a raving fan they would start asking questions about the work being done and even ask, directly, what they were planning to do with the flooring.  They ask these questions because they’re trying to create a referral for you at every opportunity.

This is the pinnacle, the top Step on the relationship ladder.  It’s from the level of this Step that you will gain the maximum profitability from any relationship.  Of course, the maximum profitability is gained when each of you are on the others’ top Step and the relationship becomes a real win – win scenario.

And there we have it; 7 Steps to a Profitable Relationship.  It’s the way we move through the Visibility and Credibility stages to create Profitability from our relationships.  But there are some things that you need to remember;

• Building a relationship requires an investment of time.  It doesn’t just happen.
• Whatever you give to help build a relationship must be given without any kind of attachment.  Without any expectation of getting anything in return.
• You have control over how long it takes to build a relationship but it does take two of you to have one – and the Know & Like part is very important.
• Never force any part of the process.  Doing so will only result in you dropping down the ladder rather than moving up.
• It’s far easier to move down the ladder than it is to move up it.
• If you do happen to move down the relationship ladder, it will probably take more time to move back up than it originally did.
• If you always do what you say you’re going to do, you’re unlikely to slip down.
• Whatever you do, make it fun.

Finally, remember that everyone you know has a ladder for you and that you have a ladder for everyone you know.  You should always be thinking about where you want to be on someones ladder, where you actually are on their ladder and on what you need to do in order to move up to where you want to be.  And if you’re not sure, try sharing this information with them and then asking them.

Here’s wishing you some exceptionally profitable relationships.

Steve Bimpson

In Part 1, we talked about the 3 steps on the ladder that we go through whilst developing Visibility in the relationships that we have.

The first step is Awareness, that moment in time when people first come into contact with us.  Either when they meet us in person or when they hear about us, in whatever way that may happen.

Step 2 is Familiarity.  This is the point when people start to recognise you or your name.  Interestingly, you don’t have to actually meet people to get on to this second step.

Step 3 is when people start to Know & Like you.  This is when the relationship is starting to develop quite nicely, ready to move it on to the next phase.

The next phase is all about building Credibility and the steps we need to move through in order to gain credibility in our relationships.

Steps 4 & 5

You know when you’re on the 4^th and then 5th ‘rungs’ on someone’s relationship ladder when they start to display a level of Confidence and then Trust, both in you and in what you do.  This is a very important development in your relationship and moves you in to the realms of having Credibility in this particular relationship.

People are very unlikely to refer a personal contact to anyone that they don’t see as being credible.  At least, not without making that referral with lots and lots of qualification and, effectively, removing any endorsement of the person being referred to their contact.

Given that the type of referrals we all look for are those that are accompanied by a powerful endorsement of us, and of what we do.  Having a high level of credibility is essential if we want to achieve this.

So what are some of the things that you can do to make sure that people develop Confidence and then Trust in you?

• Keep developing the relationship – and develop it socially, as well as from a business perspective.  The more that people like you, the more confidence they will have in you and the more inclined they’ll be to trust you.
• If you want to be trusted, be trusting.  Personally, I always assume that I can trust people, at least to some degree, from the moment I meet them.  I may not show them a major level of trust to begin with but I adjust that level based on results – and people can go down my scale of trust much faster than they can move up it.  Of course, if they do move down the scale, they have to work far, far harder to move back up it, again.
• One way of showing confidence and  trust is by giving referrals to the people that you would like to have refer to you.  It’s one way that we can invoke the Law of Reciprocity.  It may be that you qualify those referrals in the eyes of your contacts.  i.e. Tell your contact that you don’t know the person you’re referring them to, that well, and that you aren’t personally familiar with their work so can’t endorse it.  On those occasions where your contact may have to resort to Yellow Pages or Google, talking to someone that’s known, even just a little, is no bad thing.  They should just be considered on an equal footing with those people from the directories but the great thing is that you have given something in your new relationship.
• Always make sure that you do what you say you’re going to do, no matter how small that thing may be and no matter whether it’s a business or a personal undertaking.  If you don’t do what you say you say you will do, it will affect the way that you are perceived.
• In a similar vein, don’t promise to do something if you can’t do it well.  Rather, refer someone that can do it well.  The fact that you’d be willing to do something badly wouldn’t reflect well on you.
• Make sure that you have a high level of knowledge and skill in your field so that, whenever you have occasion to demonstrate that knowledge or skill, you can do so, effectively.
• Give knowledge, skill, information and introductions whenever you can.  Doing all of these things will help build your credibility, particularly, if you’ve gone out of your way to help and don’t expect anything in return.  So, do go out of your way to help and don’t expect anything in return.  If you do that, everything else takes care of itself.
• In your business, always deliver your product or service to the highest standards.  Always focus on looking after your clients and making them feel valued.  Don’t give anyone any cause for complaint, no matter what lengths you need to go to.  Why?  Because people that are just getting to know you will ask their contacts about you – and you never know who those contacts may be.  At the end of the day, if you want to get referrals, you need to be referable.

Of course, there are many other things that you can do.  Just use your creativity and I’m sure that you’ll come up with things that I haven’t thought of.  And if these things also happen to relate to your business in some way, that would be an added benefit.

Bear in mind that it does take time to gain credibility and, as everyone is different, some people will require more time than others.  But you can affect the time taken by investing more of your own time in to doing more of those things that will build the relationship.

As you do more of these things, so you will move up to Step 4, Confidence and then to Step 5, Trust.

Never forget that you’re in control of the process involved in moving up this relationship ladder.  You simply have to take action and engage in those activities that will build the relationship.

From steps 1 to 3 we built Visibility in our relationship.  Having moved from step 3 to steps 4 & 5  we’ve now firmly established our Credibility.

Tune in to part 3 of the 7 Steps to a Profitable Relationship to find out about the last two steps that will bring us the Profitability that we’ve been working towards.

Steve Bimpson