Communicating the Concept to Others
In the world of sales and marketing, there are two basic approaches: push or pull.
Push is the traditional “hard sell”; pushing benefits and features, motivating people via fear or potential loss, pressuring to close.
Pull on the other hand, is radically different. It is about “attracting” customers through the desirability of a product.
We subscribe more to the pull marketing method, however, this does not mean that effort is not needed. What it means is that if someone is not taking initiative to get aboard after a few conversations, let them go.
Find people who see the value with this concept and get aboard of their own volition. A peer group is a win-win situation for the members.
You know, or you would not be reading this – that your group is the single best place to turn when you are looking for help making critical business decisions. Yours is a group of business owners who get together to solve problems, share best practices and offer each other peer support.
Even so, you will have to lay out the benefits to prospective members – whether they have been involved in a peer or mastermind group in the past or not.
Your prospective members need to understand how your mastermind peer group offers a platform for:
- Handling business and personal issues
- Acting as a sounding board for testing their assumptions.
- Helping them overcome isolation of having to make decisions in a vacuum.
- Improving the odds of success, by letting them see the big picture that can have a major impact on their business.
The essence of what a 21st Century Mastermind group is really about – is a group of people committed to helping each other no matter what. A group that will listen to each other; serve as advocates for each other; provide honest feedback to each other; share personal experiences; and encourage each other. It is much more than a goals group, it is a group of peers committed to helping each other no matter what.
As humans, our roots are tribal. Members of a tribe feel they are part of something special – a bond, a team with a common purpose. Many business owners have lost that connected feeling, and long for that type of support. This is the heart and soul of what a Strategic Conversations group is really about – a group of compatriots committed to helping each other.
So, when you present this concept to someone, get yourself in touch with that committed team feeling, and come from that place. This is not networking, this about forming a powerful alliance that can change lives and move mountains for people! If you can convey that message and feeling, it will resonate on a deep level. For that’s what most of us yearn for.
So, think about how you would speak about this group to others. It must be broad enough so others can see their benefit in getting involved with you. Here are some guidelines to follow:
A place to test ideas and strategies, check out assumptions, get honest feedback
To provide extended eyes and ears for each member.
Focus on practical matters such as: marketing; lead generation; business leadership; internet marketing; branding etc.
A board of advocates for each otherDo not be discouraged if you contact someone and they are not interested – this, like anything else in life, is not for everyone. You want to find people who see the value in this concept.
Okay, now it is time to make a list of people to contact. Begin by thinking about your objectives for this. Who would be the best people to begin with? At this point do not restrict yourself by saying this person or that person wouldn’t be interested.
Simply make a list of the best people you can think of. If there is someone you met at a conference who you think would be great to have in the group, but you don’t know that well, add them to the list. Keep the possibilities open and go for the best group of people you can think of. Remember, this is a win-win from all involved!
Once you have your list, prioritize it. Start by contacting people that you trust and respect, and who you think will give this idea a serious consideration. The idea here is to get someone else involved. Once there is more than just you, you now have a group in the making, and it makes it that much more compelling for others to want to get involved. So, make it your first goal to enroll one other person.
Once you have the first person, then the two of you can discuss the next candidate or candidates to invite into the group.
The preparation of your pitch is something you need to think about. For some people, a script of notes is needed. For others, they prefer being more spontaneous and speaking it in the moment. Think about your style and preference and use an approach that fits you.
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