Episode 710: The Million-Dollar Referral/第710集 百萬美金的引薦人

 第710集 百萬美金的引薦人

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來自BNI Essex的Adam Caplan與Misner博士一起談論他如何通過百萬美元的引薦。

通過花時間深入了解他引薦的會員和他的整個協力團隊及其業務，他能夠作為他們所有業務的實際銷售主管，並在三個月內簽訂了一份帶來超過一百萬美元收入的合同。

Adam 向他的潛在引薦合作夥伴提出三個問題，以開始建立這種關係的過程：

1. 你的理想客戶是什麼？
2. 你想要什麼樣的引薦人？
3. 我應該問什麼問題來確定這是否會成為一個值得引薦的人？

Adam 還教他的引薦合作夥伴在確定這些理想客戶之一時如何使用 Calendly 與他會面。

在 www.cellularattitude.co.uk 上了解有關 Adam 的更多信息。

第710集的完整文字記錄

Priscilla:

大家好，歡迎回到官方 BNI 播客。我是 Priscilla Rice，我從加州伯克利的 Live Oak 錄音室來。今天，BNI 的創始人兼首席願景官 Ivan Misner 博士與我通了電話。你好， Ivan。你好嗎？你去過哪裡？

Ivan:

嗯，我最近參加了英國國立大學荷蘭分校和講法語的比利時分校的全國會議，以及英國國立大學法國分校的全國會議。 我在空中飛行，環遊世界，參觀了很多地方。 我迫不及待地想實際去更多的地方； 我開始在安全合適的地方旅行。 但能跳進世界各地這麼多地方真是太好了。

Priscilla:

是的，我打賭這真的很令人興奮。好吧，那麼你今天有什麼打算？

Ivan:

所以我們將討論百萬美元的引薦，我和我一起在 BNI 播客上，Adam Caplan。Adam 是 BNI 會員。自 2019 年 9 月以來，他一直是 BNI 會員。他住在英國，並與他的女兒合作經營著名為 Cellular Attitude 的銷售指導和培訓公司——這太棒了，Adam 。

他女兒的名字是Bianca Kaplan。她也是 BNI 會員。他的核心價值觀是透明、卓越、有效性、道德和愛。他和他的女兒出版了兩本書：Cellular Attitude 和最近的 The Anti-Sales Manifesto，它補充了 BNI 的所有內容。他和他的女兒都相信用愛銷售，並且都是自豪的 BNI 會員。他想和我一起寫一本書。與我一起。好吧，謝謝你，Adam ；一切皆有可能，我對此持開放態度。他喜歡駕駛老式飛機。這是他的激情所在，他想有一天駕駛颶風或噴火戰鬥機。他跑了兩次耶路撒冷馬拉松。Adam ，歡迎來到 BNI 播客。

Adam:

非常感謝你，Ivan。 來到這裡是我的榮幸。 正如我所說，我已經聽過其中的每一個。

Ivan:

我印象深刻。 我們在播客開始前就談過了。 你聽了每一個播客。 我不確定我是否想回到2007年。 但我很高興你這麼做了，據我所知，你在你的分會中提到了我們討論過的一些老事情。 那就像，嘿，如果我們這樣做沒關係，它曾經在播客裏。

Adam:

是的，我總是從播客裏把東西帶到分會裏。 你知道，這很有趣，人們應該聽老東西，因為它真的有用。

Ivan:

它仍然有效。我試圖把這些東西中的大部分做為常青樹，這樣它們就會持續下去。我的意思是，有一些不是這樣的。但其中許多確實是為了成為常青樹。因此，考慮到這一點，我認為你今天有一個很好的話題，一個絕對好的話題。這就是 "百萬美元引薦"。百萬美元引薦是如何產生的？你是那個提出百萬美元引薦的人。它是如何產生的？

Adam:

是啊，沒錯。所以百萬美元引薦的故事真的很簡單。事實上，這是一個非常簡單的引薦。我認為成為百萬美元引薦的原因是善後服務。所以我在倫敦議會有一個聯繫人，我正在和他們聊天，我們的分會裡有人負責安全。所以我只是問他們他們計劃如何為他們的自治市鎮進行 COVID 測試，因為我知道一家可以幫助他們在自治市鎮安全的公司，我做了引薦，就是這樣。

然而，在約定的那一天，也就是2020年12月24日，伊萬（我應該說是“伊萬”），我提到的伊萬·馬里奇的公司在早上8:30給我打電話，要求我代表他做約定，因為他不能做。 所以我問他，“什麼？你為什麼不能這樣做？這是你一生中最大的約會。”他說，“我不能，因為我要上救護車。我得了新冠病毒。我要被緊急送往急救室。”所以，他在接下來的三四個星期裏沒有行動。

所以我不僅參加了約會，而且我隨後為他贏得了整個行政區的全部合同，包括測試，包括清潔、安全、實驗室，一切，因為我使用了 BNI 電源團隊中的所有連接來做它。因為有清潔工，也就是 Nick Pearman，還有 IT 服務——Dilan Courts，活動和成員 Max Hermet 的所有設置，我真的用整個協力團隊把它放在他的旗幟下，並贏得了合同。它變成了百萬美元的合同。

因此，只有通過 BNI 的力量，我才能做到這一點。正是 Power Team 的聯繫讓這種情況得以發生。我認為這裡最重要的是我花時間深入了解 Ivan 的業務，以及我 Power Team 業務的成員。因此，我幾乎可以充當我們所有業務的實際銷售總監，將所有業務聯繫在一起以達成交易。第一份合同，從 1 月 18 日到 3 月 31 日，是百萬美元的合同。

Ivan:

現在，如果我錯了，請糾正我，但續期將使其超過100萬英鎊，比100萬美元多一點。

Adam:

是的，大約130-140萬美元。 我今天發現它可能會延長到9月，這可能使它成為200萬美元的引薦。

Ivan:

Wow!

Adam:

所以我真的非常，非常高興。我也為他感到高興。因為，你知道，我總是在談論VCP。我認為你可以多加一個字母，因為當你真正得到VCP的時候，也就是知名度、可信度、盈利性，我認為你可以加上字母 "F"，那就是你們成為真正的好朋友。

Ivan:

嗯，這倒是真的。我非常同意。當你走到這一步時，你肯定和這個人是好朋友，因為你知道、喜歡並信任他們。

是的。所以你談到了你的協力團隊。上週，我們與Robert Skrob談到了填補空缺和引進訪客的問題，填補空缺真的很重要，這不僅有助於分會獲得更多的引薦，而且有助於你作為個人。因此，在建立強大的個人網絡和強大的BNI分會方面，我發現協力團隊是至關重要的。填補這些位置真的很關鍵，因為這涉及到那些真正為你著想的人，而你也在為他們著想。你同意嗎？

Adam:

絕對的，我認為這是至關重要的。

Ivan:

所以，跟我談談如何承擔責任，建立更深入的關係。

Adam:

所以問題是，對於BNI，你可以很容易地瞭解，你知道我們分會有50個會員，你可以嘗試與50個人建立關係。

但是協力團隊的秘密在於你有更少的人，所以你可以更深入地建立關係。為了建立這種關係，你必須對這種關係負責，在我看來，這意味著你必須接觸他們並建立這些關係。我認為向潛在引薦合作夥伴提出三個問題非常重要，可以詢問潜在的引薦合作夥伴，這樣你就可以快速準確地瞭解情况。

Ivan:

優秀。這些是什麼？

Adam:

那麼，第一，你的理想客戶是什麼？ 你知道，誰是你的目標市場，但具體來說，你的理想客戶是什麼？ 所以我們的鎖匠分會，一個叫Jamie Dunn的傢伙，正在尋找大型住宅區或房產作為引薦，例如，他不想在某人的房子裡換一把鎖。 所以規模，業務類型，你要找的人，A客戶，都是相關的。

那麼第二個是你想要什麼樣的引薦？因此，對於我們作為銷售培訓和輔導業務而言，簡單的介紹就足夠了。我的意思是，我們是銷售專家。

但是有些人沒有銷售資源，因此他們正在尋找合格的、經過驗證的引薦人。因此，無論您做什麼，都不要只發送不合格或未經驗證的引薦，除非您的引薦合作夥伴提出要求。除非他們對此感到滿意，否則潛在客戶不是引薦人。

第三，我應該問什麼問題來確定這對你來說是否值得引薦？ 例如，對於我們的銷售指導業務，我們正在尋找希望提高銷售能力的業務人員，並希望瞭解如何製定真正有效的行銷計畫。

所以我們的問題會是，你知道，我與一個可愛的家族企業合作，幫助公司成長。我可以問你幾個問題，看看是否值得把他們介紹給你嗎？你是否想獲得更多的銷售收入？你想增加你的引薦人嗎？你什麼時候更新了你的銷售計劃？和引薦人營銷計劃？如果答案是 "是"、"是"、"是"、"不知道"，那麼我會請我的引薦夥伴說："我認為值得你花時間與他們快速交談。我可以為你安排介紹嗎？"

因為我們已經承擔了這個責任，培訓我們的引薦夥伴使用我們的Calendly鏈接，然後他們實際上為我們做了預約，因為我們與他們共享時間。而且他們甚至也加入了會議。我們為我們的引薦夥伴這樣做。這真的很有效，因為它只是推動了關於對你的網絡進行專業的對話。

Ivan:

是的，這很神奇。因此，讓我問你一個問題，我認為這是一個重要的問題，我們要問我們的夥伴。亞當，你為什麼這麼做？

Adam:

哇。好吧，當我長大後，我的父親是一個高度緊張的人，A類人格，他從來沒有時間在家裡陪我們，他非常緊張，試圖為他的家庭提供。你知道，我們從來沒有得到他足夠的時間。因此，作為一個商人，銷售人員，我們為企業家所做的，是我不希望他們感到被忽視，就像我在成長過程中對我父親的感覺，因為他從來沒有時間。我們想幫助企業，讓更多的商人，有更多的時間，以便他們可以花時間與他們的家人在一起。這就是為什麼我今天做的事情有我成長過程中的童年。

Ivan:

最後一個問題，然後我們需要收尾了。為什麼你認為更深的關係對成功的引薦結果真的很重要？我當然100%同意你的觀點。但為什麼你認為它們很重要？

Adam:

所以我個人認為，如果你建立了更深的關係，你就會更關心。正如你所說，沒有人在乎你知道多少，直到他們知道你有多在乎。

Ivan:

沒錯

Adam:

當你建立更深的關係時，你想要幫助他們就變成了第二天性，因為他們是你家族的一部分，他們是你核心圈子的一部分，你想伸出援手，你想幫助那些人們，你會從中得到很多樂趣。我的意思是，當你真正獲得付出者收穫時，它真的會有所作為。

你知道，我喜歡奉獻，我真的喜歡。我已經捐獻了120萬英鎊，自從我加入20年以來，應該說是今年。我只是喜歡這樣做，不僅僅是為了這個大合同，也是為了我的協力團隊中的其他成員，使之產生如此大的變化。

Ivan:

這是一個偉大的，你知道，BNI--它不僅是一個獲得業務的偉大方式，它是一個甚至更好的做生意的方式。而且我認為這是一個關於如何做生意的偉大故事。Adam，非常感謝你來到這裡。你的網站是www.cellularattitude.co.uk，那是www.cellularattitude.co.uk。Adam Caplan，非常感謝你成為BNI播客的嘉賓。

Adam:

非常感謝你。 來到這裡是我的榮幸。

Ivan:

交還給你， Priscilla

Priscilla:

謝謝你們兩位。 太棒了，Adam，你聽了每一個播客。 我很榮幸知道你這麼做了。

我想這就是本週的內容。我們的播客有了新的贊助商，它是 www.misneraudioprograms.com。

這些音頻播客將為你提供工具和靈感，有力地提高你的BNI經驗，幫助你促進你的業務。

無論您是新會員還是資深會員，這些播客都將幫助您釋放網絡的力量。 因此，請在www.misneraudioprograms.com上查看您可以獲得的優秀資料，並使用促銷程式碼IVAN50為所有音訊節目提供50%的折扣[此程式碼在有限的時間內有效]。

所有收益都將捐給BNI基金會。 非常感謝你的聆聽。 我是Priscilla Rice，我們期待著你下週再次加入我們，觀看另一集激動人心的BNI官方播客。

Episode 710: The Million-Dollar Referral

June 9, 2021 by Ivan Misner 5 Comments

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Synopsis

Adam Caplan from BNI Essex joins Dr. Misner to talk about how he passed a million-dollar referral.

By taking the time to get to know both the member he referred and his whole Power Team and their businesses on a deep level, he was able to act as the de facto sales director for all their businesses and land a contract that brought in more than a million dollars in three months.

There are three questions Adam asks his potential referral partners to start the process of building that relationship:

1. What is your ideal client?
2. What sort of referral do you want?
3. What questions should I ask to identify if this is going to be a worthwhile referral for you?

Adam also teaches his referral partners how to use Calendly to set up a meeting with him when they identify one of these ideal clients.

Learn more about Adam at www.cellularattitude.co.uk.

The Official BNI Podcast is sponsored by Misner Audio Programs.

Complete Transcript of Episode 710

Priscilla:
Hello everybody and welcome back to The Official BNI Podcast. I’m Priscilla Rice and I’m coming to you from Live Oak Recording Studio in Berkeley, California. And I’m joined on the phone today by the Founder and the Chief Visionary Officer of BNI, Dr. Ivan Misner. Hello, Ivan. How are you? And where have you been?

Ivan:

Well, I’ve recently been to the BNI Netherlands and French-speaking Belgium, their National Conference, and to BNI France, their National Conference. I’m flying around the ether, all around the world, and visiting a lot of places. I can’t wait to actually physically go to more places; I am starting to travel a little where it’s safe and appropriate. But it’s great to be able to jump into so many places all around the world.

Priscilla:
Yeah, I bet it’s really exciting. Well, so what do you have for today?

Ivan:

So we’re going to talk about the million dollar referral and I have on the BNI Podcast with me, Adam Caplan. Adam is a BNI Member. He has been a BNI Member since September of 2019. He lives in the United Kingdom and runs his sales coaching and training company called Cellular Attitude in partnership with his daughter—that’s gotta be fantastic, Adam. His daughter’s name is Bianca Kaplan. She’s also a BNI Member. And his core values are transparency, excellence, effectiveness, ethics, and love. He’s published two books with his daughter: Cellular Attitude, and recently, The Anti-Sales Manifesto, that complements everything in BNI. And both he and his daughter believe in Selling With Love and are proud BNI Members. He’d like to write a book with me. With me. Well, thank you, Adam; anything’s possible, I’m open to that. And he loves flying vintage aircraft. It’s his passion, and he wants to fly a Hurricane or Spitfire one day. And he’s run the Jerusalem Marathon twice. Adam, welcome to BNI Podcast.

Adam:

Thank you very much, Ivan. And it’s an absolute pleasure and honor to be here. As I said, I’ve listened to every single one of these.

Ivan:
And I was impressed. We were talking before we started the podcast. You’ve listened to every single podcast. I’m not sure I’d want to go all the way back to 2007. But I’m impressed that you’ve done that, and as I understand you’ve mentioned to your chapter, a couple of old things that we talked about. That was like, hey, it’s okay if we do this, it was in a Podcast once.

Adam:

Yeah, I’m always bringing things up from the podcasts and bringing them into the chapter. And you know, it’s interesting, people should listen to the old stuff, because it really works.

Ivan:
It still works. I tried to do most of these as evergreen, so that they would last. I mean, there are some that aren’t. But many of them are really meant to be evergreen. So with that in mind, I think you have a great topic, an absolutely great topic today. And that’s the Million Dollar Referral. How did the Million Dollar Referral come about? And you were the one who gave the Million Dollar Referral. How did it come about?

Adam:
Yeah, that’s right. So the story of the Million Dollar Referral was really quite simple. And actually, it was a really easy referral. I think what made it the Million Dollar Referral was the aftercare. So I had a contact at a London Council and I was chatting to them and we had somebody in our chapter who’s involved with security. So I just asked them how they were planning on doing COVID-testing for their borough, because I knew a company that could help them with security at the borough, and I made the referral and that was it.

However, on the day of the appointment, which was December 24, 2020, Ivan, (“Ee-van” should I say), Ivan Mariacher, whose company I referred, rang me at 8:30am, asking me to do the appointment on his behalf, as he couldn’t do it. So I asked him, “What? Why can’t you do this? This is the biggest appointment of your life.” He said, “I can’t because I’m being loaded onto an ambulance. I’ve got COVID. I’m being rushed to emergency.” So, he was out of action for the next three or four weeks.

So not only did I attend the appointment, but I subsequently won him the entire contract for the whole borough, including the testing, including the cleaning, security, the lab, everything, because I used all the connections in my BNI power team to do it. Because there were the cleaner, which was Nick Pearman, the IT services – Dilan Courts, the events and all the setup from member Max Hermet, I literally used the entire power team to put it together under his banner, and won the contract. And it became a million dollar contract.

So it was only through the power of BNI that I was able to do that. And it was the Power Team connections that allowed that to be happening. And I think the big thing here is I’ve taken the time to understand Ivan’s business deeply, and also the members of my Power Team’s businesses deeply. So I could almost act as the de facto sales director for all of our businesses to tie it all together to get the deal. And the first contract, which ran January 18th to March 31st, was the million dollar contract.

Ivan:
Now, correct me if I’m wrong, but the renewal will put it over 1 million pounds, which is a bit more than a million dollars.

Adam:
Well, it is, it is about 1.3 – 1.4 million dollars. And I found out today that it’s likely to be extended to possibly September, that could make it the $2 million referral.  

Ivan:

Wow!

Adam:
So I’m really, really happy. And I’m happy for him. Because, you know, I always talk about VCP. And I think there’s an extra letter you can put in because when you really get VCP right, which is Visibility, Credibility, Profitability, I think you can add the letter “F”, and that’s when you become really good friends.

Ivan:
Mmmm. Well, that’s true. I couldn’t agree more. When you get to that point, you’re certainly good friends with the person because you know, like and trust them. Yeah. So you talked about your power team. And last week, we talked with Robert Skrob about filling spots and bringing in visitors, and it’s really important to fill in spots that will help not only the chapter get more referrals, but you as an individual. And so the power team aspect, I find to be critical in building a powerful personal network and a powerful BNI Chapter. Filling those spots is really critical, because it involves people who really are looking out for you, and you’re looking out for them. Would you agree?

Adam:
Absolutely, I think it’s vital.

Ivan:

So talk to me a little bit about taking responsibility to build deeper relationships.

Adam:
So the thing is with BNI, you can go light across, you know we’ve got 50 Members in our Chapter, and you can try and build relationships with 50 people. But the of secret the power team is you’ve got fewer people, so you can go deeper with a relationship. And in order to build that relationship, you’ve got to be responsible for the relationship, in my opinion, which means you have to reach out to them and build those relationships. And there’s three questions that I think are really important to ask potential referral partners, so you can build an accurate picture quickly.

Ivan:

Excellent. What are they?

Adam:

So, Number One, What is your ideal client? You know, who’s your target market, but specifically, what’s your ideal client? So our Chapter locksmith, chap called Jamie Dunn, is looking for large housing block or estates as referrals as he doesn’t want to change one lock at someone’s house, for example. So the size, the type of business, that type of person you’re looking for, the A-client, all relevant.

Then Number Two is What sort of referral do you want? So from us as a sales training and coaching business, a simple introduction suffices. I mean, we are sales experts. But some people don’t have a sales resource, and therefore they’re looking for qualified, verified referrals. So whatever you do, don’t just send an unqualified or unverified referral, unless your referral partners ask for it. A lead is not a referral unless they’re happy with that.

So Number Three, is What questions should I ask to identify if this is going to be a worthwhile referral for you? So for example, for our sales coaching business, we’re looking for business people that want to improve their sales abilities, and want to understand how to build a really effective marketing plan. So our questions would be, you know, I work with a lovely family business that helps companies grow. Can I ask you a couple of questions to see if it’s worth introducing them to you? Are you looking to get more sales in? Do you want to increase your referrals? When did you update your sales plan? and referral marketing plan? And if the answers are Yes, yes, yes, and no idea, then I’d ask my referral partner to say, “I think it’s going to be worth your time having a quick chat with them. Can I arrange the introduction for you?”

And because we’ve taken that responsibility to train our referral partners to use our Calendly link, then they actually make the appointments for us because we share the time with them. And they even join the meeting as well. And we do it for our referral partners. And it really works because it just drives the conversations about being professional with your networking.

Ivan:
Yeah, it’s amazing how that works. So let me ask you a question that I think is an important question for us to ask our fellow Members. Adam, why do you do what you do?

Adam:
Wow. Okay, so when I was brought up I, my father was a highly stressed, category A personality, he never had time for us at home, he was very stressed trying to provide for his family. And you know, we never got enough of his time. And so as a business person, salesperson, what we do for entrepreneurs, is I don’t want them to feel that neglect, that I felt growing up for my father, because he never had the time. We want to help businesses, get more businesspeople, to have more time so that they could spend time with their families. And that’s why I do what I do today having had the childhood I had growing up.

Ivan:
Last question, and then we need to wrap up. Why do you think that deeper relationships are really important for successful referral results? I certainly agree with you 100%. But why do you think they are important?

Adam:
So I personally think that if you build a deeper relationship, you care more. And as you say, nobody cares how much you know, until they know how much you care.

Ivan:
Right.

Adam:
And when you build a deeper relationship, it becomes second nature for you to want to help them because they’re a part of your clan, they’re part of your inner circle, and you want to reach out and you want to help those people and you get so much pleasure out of it. I mean, when you really get Givers Gain, it really makes a difference. You know, I love giving, I really do. I’ve given, 1.2 million now pounds, since I joined 20, this year should I say. And I just love doing it not just for this big contract, but for other Members within my power team to make such a difference.

Ivan:
It’s a great, you know, BNI — it’s not only a great way to get business, it’s an even better way to do business. And I think this is a great story about how to do business. Adam, thank you so much for being here. Your website is www.cellularattitude.co.uk, that’s www.cellularattitude.co.uk. Adam Caplan, thank you so much for being a guest on BNI Podcast.

Adam:
Thank you very much. It’s an absolute honor to be here.

Ivan:
And over to you, Priscilla.

Priscilla:
Thank you both. It’s so great, Adam, that you’ve listened to every podcast. I’m totally honored to know that you did that.

I think that’s it for this week. We have a new sponsor for our podcast, and it is www.misneraudioprograms.com. These audio programs will provide you with the tools and the inspiration to powerfully enhance your BNI experience and help you boost your business. Whether you are a new or a seasoned Member, these audio programs will help you unlock the power of networking. So check out the great material available to you at www.misneraudioprograms.com and use the promo code IVAN50 for 50% off all of the audio programs [this code is good for a limited time]. All of the proceeds are going to the BNI Foundation. So thank you so much for listening. This is Priscilla Rice, and we look forward to having you join us again next week for another exciting episode of The Official BNI Podcast.

https://www.bnipodcast.com/2021/06/09/episode-710-the-million-dollar-referral/