Circlenomics (tm) is: the set of disciplines and natural laws which govern one’s capacity to draw quality relationships and profitable business into their “circle.”Why write a book, and dedicate an entire training & consulting practice area to this one idea? Why speak for so many professional groups to set the record straight? . . .
Because more and more very nice, well intentioned people – individuals and organizations with a great deal of value to offer their market -- have been mislead into applying a terribly shallow, incomplete strategy in pursuit of growing their business . . . and are literally destroying their brands in the process.
Two of the most blatant trust-eroding, relationship-killing, business-crippling examples we come across every day:
- The FREE Report / White Paper
- Social Media
Of course, both of these can be marvelous Tools for creating quality relationships and generating profitable business. Both are ideal for bringing those who need and want to work with you into your circle.
Unfortunately, all too often the execution looks like this:
1. I’m enticed to download your FREE Report / White Paper, and from that day forward I get hammered from your auto-responder or “client services” department to buy your book, workshop, webinar, etc.
2. After reviewing some insightful comments and helpful links, I follow you on twitter – only to receive a barrage of DMs (Direct Messages) about your incredible product / service.
C’mon !!!! Do you really think this feeble attempt to short-cut your sales process is bringing me into your circle? NO . . . Of course not.
Any prospect who responds favorably to such tactics would have just as easily responded to your old “interruption marketing” approaches – and this prospect will be every bit as fragile.
Reminds me of our March 9, 2009 Post on “One Night Stands.”
Brief excerpt from that post:
“ . . . find themselves constantly struggling for new revenue, and looking back over a book of business not unlike the journal of many singles in today’s culture . . . a history of “one night stands, shallow relationships, and a prospect base that will decide the outcome of each future encounter solely on the basis of that day’s market conditions.”
Observing the laws and practicing the disciplines of Circlenomics (tm) will definitely increase your ratio of results to time invested. You’ll find yourself in relationship with people who trust you, resonate with what you’re trying to accomplish, need and want what you have to offer . . . enthusiastically investing in your products / services, and recommending others in their circle of influence do the same. That’s why we do it, and what High Velocity Marketing is all about . . . But this DOES NOT mean crafting these ridiculous “Give To Get” schemes in an attempt to shortcut the buying process.
We realize when many use the term “Give To Get,” their motives are pure and they really are trying to express the ideals embodied by what we call Circlenomics (tm). But like so many terms before it, the original intent behind “Give To Get” has been severely compromised (let me be more blunt – the term has been completely bastardized) by clumsy, ill-conceived tactics from the charlatan huckster, the simply misguided, and the tragically duped – all in search of something . . . anything that might yield even short term results.
Recommendation: Consider dropping “Give To Get” from your business lexicon – particularly if you’re leading a Sales & Marketing team, or serve in a Consulting / Advisory capacity. Even if your personal understanding of the concept remains wholesome and accurate, you’re dangerously vulnerable to the way your team / client might interpret and apply the idea.
Opt instead for helping them understand what it really takes to draw quality relationships and profitable business into their “circle” . . . and then support them in that pursuit.
We’ll keep trying to do our part right here (and on our soon to be launched Circlenomics (tm) blog).
P.S. As passionate as we are about this idea of Circlenomics (tm) ?
Please Share Your Story . . .
# # # # # # # # # # # # # # # #
