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Archive for December, 2009

The Role Of Word-Of-Mouth Advertising: Five Steps To Grow Your Business

Posted By Michael Roby | Friday, December 11th, 2009

Mayo Clinic is the largest integrated, not-for-profit group medical practice in the world. More than 3,300 physicians, scientists and researchers and 46,000 allied health staff work at Mayo Clinic, which has sites in Rochester, Minn., Jacksonville, Fla., and Scottsdale/Phoenix, Ariz. Collectively, the three locations treat more than half a million people each year.  In 2008, Mayo treated over 338,000 patients in 1.5 million outpatient visits. So how does one of the world’s preeminent medical groups get their patients?

In a presentation given by Lee Aass, Communications Manager at Mayo Clinic and social media guru, he shares some interesting data concerning patient acquisition.  Most people assume Mayo’s patients result exclusively from physician referrals, but 84% of Mayo’s patients are influenced to choose Mayo as a medical services provider as a result of  word-of-mouth advertising!

Sources of Information Influencing Preference for Mayo Clinic

Word of Mouth                  84%
Stories in the media          57%
MD Recommendation         44%
Advertising                       27%
Internet/Websites             26%
Mailings to Home              18%

The implications are huge for provider of professional services. Word-of mouth advertising offers a powerful, cost-effective means of attracting business. With social media tools like Facebook and LinkedIn, word-of-mouth offers tremendous potential. Consider these questions:

  • What are your clients saying about you?
  • How can you manage word-of-mouth messaging for your business?
  • Can Word-of Mouth be a part of your business development strategy?

Like any marketing, you must be strategic when crafting your word-of-mouth marketing. Consider these five steps to grow your business:

  1. People love to share memorable experiences – good and bad.  How do you create a memorable experience for your clients? Make a list of what you do for people that makes you memorable. If you wonder what your clients think, send them an email asking them why they choose to work with you.
  2. Craft a defining statement of 25 words or less that is benefit-focused, conversational and repeatable. A defining statement is not an “Elevator Speech.” Elevator speeches are too long in today’s world. You don’t have 30 seconds to get people’s attention – they make a decision about whether or not to listen in six to eight seconds. If you lose them, good luck regaining their attention.  Use the defining statement with clients – frequently.
  3. Train your team to use the defining statement in client conversations. This includes phone greetings, service calls, and routine client interaction.
  4. Incorporate this defining statement into all of your collateral sales and marketing materials.
  5. Utilize social media tools to help spread the word about you and your business. Many resources exist that make word-of-mouth advertising easy. Consider outsourcing your social media marketing to a team member or social media service vendor.

Make it easy for your clients to tell others about your services. It certainly works for Mayo Clinic!

Good selling!

Take Two Minutes To Say Thanks To A Soldier in Iraq

Posted By Michael Roby | Saturday, December 5th, 2009

Your opportunity to build a professional services business depends on you and your sweat equity – as well upon upon the efforts of many others. At this time of year remember the American men and women who allow you to enjoy the blessings of  freedom and opportunity to grow your own business.

Our soldiers need your support. Their sacrifices are huge and many. The strain is showing. In one month earlier this year, more soldiers in Iraq were victims of suicide than were killed by al-Qaeda. These brave men and women (and their families) need our support. My youngest brother died in a non-combat accident in 1984 while serving his second tour of duty in the U.S. Navy, and I will never forget the phone call, the pain, and the grief endured by my family.

If you go to this web site, www.LetsSayThanks.com you can pick out a thank you card and Xerox will print it and it will be sent to a soldier that is currently serving in Iraq . You can’t pick out who gets it, but it will go to a member of the armed services.

How AMAZING it would be if we could get everyone we know to send one!!! It is FREE and it only takes a second.

This takes just 10 seconds and it’s a wonderful way to say thank you. Please take the time and please take the time to pass it on for others to do. We can never say enough thank you’s.

Create Your Perfect World

Posted By Michael Roby | Wednesday, December 2nd, 2009

December is upon us; time to complete your business plan for next year! A big part of your business planning process is goal-setting, however goal-setting involves much more that predicting/forecasting/(maybe guessing!) production goals.

It has been said that the best way to predict the future is to create it. While many circumstances are beyond your control, you possess the ability to design and create the vast majority of your personal and professional future. Your world – your life – will never be perfect. I define a Perfect World as one where you intentionally have done everything possible to create a better world for you, your family, your company, and your clients. Your professional objectives are (or should be) a byproduct of your personal objectives.

You control the vast majority of the circumstances that effect your personal and professional life. We use an exercise in our Premier Advisor Program™  called The Perfect World Matrix™. Answer the following questions to help build a qualitative and quantitative picture of your “Perfect World.”

  • Describe your ultimate Personal Perfect World™. (Can include health, family, recreational, free time, social, community service, and spiritual goals, along with anything that adds to your quality of life.) Use additional pages if necessary. The more detailed, vivid and comprehensive your vision, the more passion you will attach to attaining your Personal Perfect World™.
  • How many free days would you want per week? _____    Per month? _____ Per Quarter? _____
  • Describe your ultimate Professional Perfect World.™  (Includes production, sales, markets, business activities, staffing, and continuing education.) Use additional pages if necessary. The more detailed, vivid and comprehensive your vision, the more passion you will attach to attaining your Professional Perfect World™.
  • If you could do three and only three activities, what would those activities be?
  • If you could do three additional activities, what would those activities be?
  • If you could delegate three (or more) activities, what would those activities be?
  • What revenue-producing activities do you consistently need to do extremely well in order to achieve your goals?
  • What flexibility do you want and need in your professional activities?
  • What do you need from your team in order to create your Perfect World?

Where do you go from here? Spend some dedicated time – time without interruptions or multi-tasking – to design your Perfect World. Align your behaviors to match your Perfect World and it will appear! Call or email if you would like more information on CxC Matrix Marketing’s Premier Advisor Program™.

Good selling!