I'm pretty sure every neighborhood in the country has places like this – areas where people are free to put up flyers, postcards and business cards. You know what I'm talking about – you've undoubtedly seen them around. Typically, they're a cork board that people tack business cards and flyers to. Sometimes, they're even "open slots" you can use for your cards – if there's an open slot available!
I'm a big fan of reverse psychology. The tenets of Attraction Marketing, which I follow pretty religiously (and even before I became friends with it's chief proponent, Brad Weinman), use reverse psychology all the time. Instead of chasing people around to sell to them, market to them properly and they will come begging to you. It's a totally different dynamic to "standard business," and it's the only way I'll do business now. You're going to use a bit of reverse psychology here. Instead of asking people for a favor, you're going to make it in their best interest to help you. Now that's smart business, if you don't mind my saying so!
In my town, there's a sandwich shop, a car wash and a postal center which all provide this "free public service." And guess what? These kinds of local businesses are like cash machines for you!
All you have to do is follow the method I described in my article on Referral Cards. Introduce them to your Referral Cards. Bring along a counter-top holder too. Tell them that for every piece of business that comes your way from one of "their" cards, you'll pay them a finder's fee. I use a fee of $25, but it can be any number you'd like. I wouldn't go too low, though. If you go too low, it sounds like either A) you're not doing well and/or B) your products are too cheap to support the fee. Just make the sure the merchant who is working with you understands that your referral fees are for actual business generated, not simply because somebody takes a card or even contacts you.
So, these days, I actually look for places I can "put my stuff" – they're gold mines. And once they get paid, they are practically falling all over themselves to help me do more.
You'll see. Send them that first check, and they'll even call you when their supplies are running low! Talk about no hassles – they take care of the work for you. All you have to do is keep sending them replacement Referral Cards and checks! Simple, and a sample of reverse psychology at it's finest.
As an aside, I should also mention that this technique is actually a great entree into discussing your business, too. Perhaps you're a CPA, insurance agent, realtor or network marketer. It doesn't matter. By establishing yourself as a smart, successful business person who is looking to do them a good turn, you've already moved ahead of all the tom, dick and larry's out there. If they're interested in what you have offer (your core business, in other words), they'll probably ask you. I've seen it happen!
Just remember: at the end of the day, all business is personal! And this program is about as personal as it gets.
I've found the best thing to do with my "referral associates" like these is to drop by with supplies and a check whenever possible. This cements who you are and what you do in their mind, and with a very positive association. It's all good!
My advice to you is to actually look for these kinds of businesses. Once you've found one, make them the offer I talk about in the Referral Card section of this site. You'd be surprised how fast your cards or other material will "go to the front of the line" when there's a payoff coming to the merchant or owner, and you'll be thrilled by all the business that starts to come your way!
NOTE: getting your card into the hands of prospective buyers is only the first step. Make sure your website or landing page is sharp, professional and action-driven – or all your efforts may be for naught. While my Referral Cards may lead to "instant business for you," keep in mind that this is really a targeted lead generation system. Once you've got the potential customer to call you or visit your website (the far more likely outcome), make sure to capture their info!
Q & A
I sometimes get questions. The most common (and I suppose most obvious) is: "How do I know you'll actually pay me?" Well, I'm typically blunt with them. I usually say: "You don't."
Then I smile and jump right back in, saying: "Look. I've created these special business cards, which I call Referral Cards, just for businesses like yours. I've spent money on them. I've taken the time to come in and talk with you about this. Sure, I could duck out on paying you. But what good would that do me? Eventually, you'd find out. Then I'll be sunk. It's in my absolute best interest to pay you, so that this continues. I want to send you a check every month, and I want to continue to make money with you. Make sense?"
At this point, everybody I've dealt with says "Cool" or something to that effect. That's typically the end of it.
Some people ask if there's a contract. I tell them, "No. There isn't. And here's why. This is a really simple deal. I want to keep it simple for a number of reasons, not least of which is that we've all got too many complications in our lives as it is. If you don't like it or don't like me, you simply pull the cards from the counter. That's it. Easy!"
Once I explain it like that, they smile and nod their heads. It's a go!
Think about it. Who really does want any more complication? As far as the merchant is concerned, this is no-brainer. It makes sense, he or she doesn't have to do anything, and it doesn't add any complications. Even if it flops, what's he really out? Some counter or wall space (probably unused or open to the public anyway) and a few minutes. Considering the incredible upside, the downside is negligible.