Blue Elevator Blog

The Three Rs

You’ve probably heard the old saying associated with schooling: “The Three Rs.”

Traditionally, these would be reading, writing, and arithmetic.  Now, I never liked this acronym because it doesn’t work: Reading, Writing, and Arithmetic.  Maybe RAW (e.g., Reading, Arithmetic, and Writing) or WAR (e.g., Writing, Arithmetic, and Reading).  But maybe those aren’t as appealing – though they are, technically speaking, better acronyms. 🙂

Anyways, these Three Rs are entirely different.  Actually, they aren’t our Three Rs – they represent the God-given wisdom and life experience of Matthew Fullerton.  Matthew Fullerton is someone that Blue Elevator™ is proud to be associated with.  Matthew has many, many years of progressive accomplishments in sales and business.

This article is made available because of Matthew’s willingness to allow us to publish these outtakes from a recent sit-down I had with him in late 2015.

These Three Rs have to do with sales prospecting.  And, Matthew’s acronym actually works.  And it is as follows: References, Referrals, and Reorders.

Relational vs. Transactional

We use the term “sales prospecting” loosely, mostly because it has become a recognizable term over the past decade(s) or so.  However, a better term might simply be “nurturing.”

Clients of Blue Elevator™ will recognize our penchant and preference working out of the relational camp (e.g., vs. pursuing a sales transaction).  You can read more about this in a separate article called The Relational Business (not a hyperlink).  Ask us for this separate article.

And, so, Matthew’s Three Rs were and are ahead of their time, so to speak.  And maybe that’s why top business professionals pay Matthew his $2,000/hr. consulting fee (not a typo).  At Blue Elevator™, we are blessed to have a working relationship with Matthew.  And, by his permission, we will now outline his Three Rs of client nurturing.

The Three Rs of Client Nurturing

With no further ado, here are the Three Rs of client nurturing: References, Referrals, and Reorders.

[I should add, in a companion article, we outline some key facets of a well-developed Sales Process.  The Three Rs fit with the aspect we have called the Plan.  Ask us for this separate article.]

References

References.  A reference is simply that.  When you are having a conversation with someone potentially interested in your offerings, it is often helpful to be able to provide a reference.  There is a trustworthy and timeless truth principle embedded in this component: Let someone else praise you, and not your own mouth; an outsider, and not your own lips. – Proverbs 27:2.

The idea here is that a prospect is better able to hear the praises about you from someone else.  This is better than you espousing all the benefits of doing business with you.  This is what we call “features and benefits” selling.  Features and benefits selling is out of the “transactional” playbook.  Rather, keep it “relational.”  God-willing, keep a short list of some of your biggest fans that would be happy to put in a good word for you.

Engaging in “features and benefits” selling is like trying to mix oil and water.  More on this below.

Methodology: Say you are nurturing someone we will call Joe, but Joe has not engaged with you yet.  This might look like the following: “Joe, I know we have only recently become acquainted, but I know someone that had a situation similar to yours.  We have the privilege of working with Mary.  Mary is a great client who, like you, was/is looking for someone skilled and trustworthy to help her organization.  Would you be willing to allow me to have Mary call you?  Mary could share the process that she went through doing business with us and the results she experienced.”

Note: You are introducing a prospect to a client (e.g., P to C).

Referrals

Referrals.  A referral is similar to a reference – but the opposite.

In this regard, a referral is where an existing client refers you to someone who is not yet a client.  The truth principle referenced by Proverbs 27:2 still applies.

Here, it is a very gracious client that might think to introduce you to a prospect (someone else who needs your skilled and trustworthy assistance).

Methodology: “Joe, it is a privilege to be able to serve you and your organization.  We are always looking for opportunities to help more people like you.  Do you know of anyone that you might be able to introduce us to that could use our advisory?”

Side note: There is a concept in Chemistry described as follows: “like dissolves like.”  This concept applies to the blending of polar and non-polar solvents or solutes (e.g., liquids).  An example of this is oil and water.  Oil (non-polar) and water (polar) don’t mix too well.  One isn’t good or bad.  Non-polar solutes mix well together.  Polar solutes mix well together.

In business, there is often a wide gap between clients and prospects: those that work with you and those that don’t.  As always, it is incumbent on you to provide skilled and trustworthy goods and services.  Even still, gaining a new customer can be a challenge.  By asking an existing client for a referral, you are working with the “like dissolves like” concept.  Meaning, if Joe works with you, there is a good chance he may know others that might blend and mix well with your organization.

Note: A client is introducing you to a prospect (e.g., C to P).

Reorders

Reorders: the last of Matthew Fullerton’s Three Rs.  A reorder is a client who has trusted you before.  And, hopefully, if you have provided skilled and trustworthy service, this same client will trust you again.

In any business, some attrition is to be expected.  Life situations change.  And, sometimes, clients move on.  And, if you are a local donut vendor and one of your best clients moves out of state, this could mean you might lose his or her daily visit.

This obvious example aside, by always providing skilled and trustworthy service, you will be doing well to keep the clients you work with so they will continue to reorder, reorder, and reorder.

Note: A clients is introducing you to a client – themselves, usually (e.g., C to C).

There you have it!

Thank You, Matthew!

As my late Pastor, CW Perry, used to say, “We are blessed to be a blessing.”  At Blue Elevator™, we are blessed to have been introduced to some of the best and brightest in business.  Matthew Fullerton is one of those we are both privileged to be associated with and able to refer.

It is imperative that your organization have a definitive Sales (er, Nurturing) Process.  This Process must include a Plan.  This Plan should include The Three Rs.  If you would like the companion article, The Three Ps, let us know.  And yes, that is the actual title … because at Blue Elevator™, we love alliteration and acronyms that work.  Contact us!