There’s how people TALK and how we WISH they’d talk.
We don’t say “Well, Jim, as you know I’m a high net worth individual, and I want you to know I’m unhappy with my current financial advisor.” No one talks that way. Instead, we might say “Banks suck!” or “The system is rigged.” For our resident financial advisor, far from being conversation stoppers, those are trigger phrases for introducing him.
TRIGGER PHRASES CUE US ON WHEN TO START THE REFERRAL CONVERSATION.
The way people actually talk is laden with trigger phrases. When a medium-sized business says “we’re moving”, that’s a trigger phrase for our business phone system consultant. When someone says “I’m paying too much in taxes,” it’s a trigger for our life insurance agent.
SUCCESSFUL MARKETING IS BASED ON AUTHENTIC CONVERSATION.
Have you ever seen a website FAQ that sounded contrived? It’s contrived because it’s not asking the questions people are asking, using the language they use. And the answers aren’t the way we actually talk to clients when they do ask. To get at trigger phrases, we have to get at the authentic verbiage.
MAKE IT A GENERAL PRACTICE IN TO EXTRACT TRIGGER PHRASES FROM YOUR REFERRAL PARTNERS.
You’ll be able to refer them more effectively, and you’ll be more aware, in the moment, when it’s a good time to do so. Also, use trigger phrases in your pitches and commercials. Then, when someone pulls that trigger, your referral sense comes out like a bullet from a gun.
Learn to give better commercials, listen better for referrals, and partner with professionals who are eager to share business.
Originally published at BNI 45 NYC.