- We all know this one, right?
"People do business with those they like.
- Know, and trust."
- Know, and trust.
Absolutely, right?
Well, I agree with that, but I think we're missing
one aspect of that, and that aspect is respect, okay.
So what I believe, and you don't have to believe
what I believe, but this is my belief is
that people want to deal and do business
with people that they respect.
This trust and respect is the highest on the ladder.
So think about it.
If you need eye surgery, knee surgery, something like that,
you want the best possible surgeon, right?
- Mm-hmm.
- Wouldn't you?
- Yeah. - From that, yeah?
Okay.
So when you think about it, you're more concerned
about their skills, their track record.
These are all signs of respect.
You wanna know how good they are.
You actually don't really care
in one sense if you like them, right?
The guy could be a pain in the ass
if it's a surgeon or some.
He could be anal.
He could be arrogant.
He could be whatever, right?
What you wanna know is are you
getting the best person possible?
And what's funny is when you can get
to that level of respect, you'll notice
people will wait three months, six months,
eight months to see an expert.
It's not just a doctor expert.
If you wanna know the true experts that have respect,
they can book out four weeks, six weeks,
eight weeks in their calendar
before you can have a set time or set appointment with them.
That's really what you're trying to do
is actually get to the point where you can get
to the point of respect, because at that point,
you've really have power, influence at that level.
Now, I want to just tie in a story
of how I still use this at times.
Once you gain respect, you gotta keep respect.
Have you ever noticed that?
It's just like with trust.
When you got trust, you gotta actually
keep the trust all the time.
So, you gotta keep reaffirming
with your clients that you're trustworthy.
So a lot of what I've done in the past, I still do at times,
is I help fill events for different speakers
and everything across Canada.
And three or four years ago, I had one of my best clients
at the time come to me and say,
"Look, I want to use Facebook to fill my events."
And this was four years ago, so Facebook was new,
didn't have all the new features and everything else
that was going on from that way.
And I was honest with my client.
I said, "Look, I'm not an expert on Facebook.
"I'm not a social media expert."
I said, "I'm not."
Then he said, "Okay, that's fine."
So I said, "So I don't know if I can help you there,"
but see, what I did is I took and said,
"but let me see what I can do for you.
"I will go talk to some other people I know in my network
"that fills events, and let me see
"if I can find you an expert
"or find out what's working and what's not working."
So I reached out into my network,
and I knew someone that I knew had said,
"Yeah, we're doing some Facebook advertising."
"Yeah, it's kind of working" or "not."
So I reached out and I talked to him,
and I wanted to get the facts from him.
This is what he told me.
He said, "Yeah, we've been using it for six months or so.
"About 10% of our people come from Facebook."
I said, "Okay, 10%.
So you're not gonna be able
to fill an event on Facebook alone?"
He said, "Yeah, that's right.
"You can't from that way."
But then he told me two more important facts,
which is, oh, that's interesting.
He said, "Everybody thought getting clients
"from Facebook would be cheap."
He said, "This is actually costing us
"three times more than our other marketing methods."
I said, "Wow, that's, okay, that's something else to know."
And he said, "You know, right now,
"they're just not the same quality what we're used to.
"They don't show up on time.
"They show up late.
"They miss stuff and everything else.
"They're just not the same quality clients."
I said, "Okay, that's great."
So out of respect for my client,
I went back to him with this information, and said,
"Look, okay, I've done some research and talked to this guy.
"He's doing it with these events."
I told him the pieces and everything else.
He says, "Yeah, you know, I heard the same.
"I'm not gonna use Facebook."
So I don't really know at that time if that was just a test
to see if I was still had the respect
to be honest or clear with him and not be all things to him.
That's one thing that I learned in life in business.
Even though I work in marketing or filling events,
I'm the first one to say that I'm only an expert
or very specialized in certain areas
of even event marketing,
which is a subset of the general marketing.
If you wanna have respect, you gotta be very specialized,
and you gotta be honest about your specialization.
If you notice, surgeons are natural for that, right?
They're just built in.
You're a brain surgeon.
That's all you are.
You're not a brain-heart surgeon.
You just do brains, and you may,
and it might be you may only do
a certain type of brain surgery,
which we don't even know about,
'cause it hasn't shown up for us from that way.
So what I find if you wanna to get respect
and keep that respect, you gotta very specific
and focused (mumbles) in that area,
and then be honest with the client,
but try to deliver him extra value.
That's what I try to do.
I said, "Okay, I don't have the answer for this.
"Let me see if I,"
if I find someone else is good,
I would have just referred to him
and say, "Hey, you know what?
"This guy is way better
"to help you fill your events on Facebook.
"That's what you want to do.
"I understand.
"Go for it.
"I hope it works out for the best."
I was thinking for the best use of my client from that way.
So by helping that client, by giving that (mumbles),
has strengthened my respect with him.