1 00:00:00,080 --> 00:00:02,360 Carol Cox: How can you get referrals for both clients 2 00:00:02,360 --> 00:00:05,280 and speaking engagements without having to do 3 00:00:05,280 --> 00:00:06,720 the awkward ask? 4 00:00:06,760 --> 00:00:08,640 You're going to learn how to do this with my 5 00:00:08,680 --> 00:00:10,360 guest, Stacy Brown Randall, 6 00:00:10,400 --> 00:00:12,400 on this episode of the Speaking Your Brand 7 00:00:12,400 --> 00:00:19,120 podcast. More and more women are making an 8 00:00:19,120 --> 00:00:21,200 impact by starting businesses, 9 00:00:21,200 --> 00:00:23,960 running for office, and speaking up for what 10 00:00:23,960 --> 00:00:26,920 matters. With my background as a TV political 11 00:00:26,920 --> 00:00:28,520 analyst, entrepreneur, 12 00:00:28,520 --> 00:00:31,160 and speaker, I interview and coach purpose 13 00:00:31,160 --> 00:00:33,560 driven women to shape their brands, 14 00:00:33,560 --> 00:00:35,920 grow their companies, and become recognized 15 00:00:35,920 --> 00:00:38,240 as influencers in their field. 16 00:00:38,880 --> 00:00:40,840 This is speaking your brand, 17 00:00:40,840 --> 00:00:43,200 your place to learn how to persuasively 18 00:00:43,200 --> 00:00:46,440 communicate your message to your audience. 19 00:00:47,760 --> 00:00:49,360 Hi there and welcome to Speaking Your Brand 20 00:00:49,360 --> 00:00:50,560 podcast. I'm your host, 21 00:00:50,560 --> 00:00:53,600 Carol Cox. Now, most of us have been told 22 00:00:53,600 --> 00:00:55,760 that if we want referrals, 23 00:00:55,760 --> 00:00:57,600 we should just ask for them. 24 00:00:57,840 --> 00:01:00,640 But that can oftentimes feel awkward, 25 00:01:00,640 --> 00:01:01,720 even pushy. 26 00:01:01,760 --> 00:01:03,440 You kind of feel like, well, do I really want 27 00:01:03,480 --> 00:01:06,520 to ask past clients so directly for 28 00:01:06,520 --> 00:01:09,320 referrals? What if instead you could design 29 00:01:09,320 --> 00:01:11,280 an experience for your clients, 30 00:01:11,280 --> 00:01:14,280 your audience, and even event organizers that 31 00:01:14,280 --> 00:01:16,720 makes you naturally referable? 32 00:01:16,880 --> 00:01:18,720 That's exactly what my guest today, 33 00:01:18,760 --> 00:01:21,480 Stacy Brown Randall, is here to share. 34 00:01:21,680 --> 00:01:24,120 Stacy is the author of her new book called 35 00:01:24,120 --> 00:01:26,320 The Referable Client Experience, 36 00:01:26,320 --> 00:01:28,840 and she's both a proven system to generate 37 00:01:28,840 --> 00:01:32,880 consistent referrals without the awkward ask 38 00:01:32,880 --> 00:01:35,720 or any of those kind of icky tactics that 39 00:01:35,720 --> 00:01:37,080 we've been told to use. 40 00:01:37,080 --> 00:01:39,360 So if you've ever wished more clients and 41 00:01:39,360 --> 00:01:41,640 more speaking invitations come your way 42 00:01:41,880 --> 00:01:44,040 simply because people can't stop talking 43 00:01:44,040 --> 00:01:46,440 about the experience you created for them, 44 00:01:46,440 --> 00:01:48,760 you're going to love this episode. 45 00:01:48,760 --> 00:01:52,600 And fun fact Stacy was on this podcast way 46 00:01:52,600 --> 00:01:55,320 back in episode number 62. 47 00:01:55,600 --> 00:01:57,920 That was in March of 2018. 48 00:01:57,920 --> 00:01:59,750 I can't believe it's been that long. 49 00:01:59,790 --> 00:02:01,830 Stacey, welcome back to the podcast. 50 00:02:01,870 --> 00:02:03,790 Stacey Brown Randall: Well, Carol, thank you so much for having me 51 00:02:03,790 --> 00:02:06,910 back. It's always nice to be a repeat guest. 52 00:02:06,910 --> 00:02:08,830 I didn't realize it had been so long, 53 00:02:08,830 --> 00:02:10,190 so it's so funny. That's. 54 00:02:10,230 --> 00:02:12,070 That was actually the year my first book came 55 00:02:12,070 --> 00:02:13,830 out, so I guess it's perfect that I'm back 56 00:02:13,830 --> 00:02:14,990 now with my second book out. 57 00:02:15,030 --> 00:02:17,950 And clearly it took me forever to write my 58 00:02:17,950 --> 00:02:18,670 second book. 59 00:02:19,110 --> 00:02:20,790 Carol Cox: Well, I still haven't written my first. 60 00:02:20,790 --> 00:02:22,990 So you are. You are way ahead of me, 61 00:02:22,990 --> 00:02:24,710 so congrats on the second one. 62 00:02:24,710 --> 00:02:26,550 So let me ask you this. So your first one was 63 00:02:26,550 --> 00:02:28,870 about referrals and the second one is as 64 00:02:28,870 --> 00:02:31,230 well. So why did you decide to write the 65 00:02:31,230 --> 00:02:33,110 second book? What did you feel like you 66 00:02:33,150 --> 00:02:35,030 wanted to add to the conversation? 67 00:02:35,030 --> 00:02:37,430 Stacey Brown Randall: Oh, so much like, I think that's the 68 00:02:37,430 --> 00:02:39,630 interesting thing about referrals, because 69 00:02:39,870 --> 00:02:41,910 for so long we've been taught that, 70 00:02:41,950 --> 00:02:43,790 hey, if you want referrals, just ask for 71 00:02:43,790 --> 00:02:45,430 them. Or if you want referrals, 72 00:02:45,430 --> 00:02:48,030 just create like a loyalty type referral 73 00:02:48,030 --> 00:02:49,990 program and people will give you permission. 74 00:02:49,990 --> 00:02:51,950 You can give people permission for referrals 75 00:02:51,950 --> 00:02:53,670 or you're taught, hey, just go network all 76 00:02:53,670 --> 00:02:55,790 the time so people can't forget about you and 77 00:02:55,790 --> 00:02:57,670 that's all you got to do to get referrals. 78 00:02:57,670 --> 00:03:00,270 People think it's like a do this and then get 79 00:03:00,270 --> 00:03:03,390 referrals. And it's like so like simple. 80 00:03:03,390 --> 00:03:05,430 And it's just like tiny in this one little 81 00:03:05,430 --> 00:03:06,870 process that they need to do. 82 00:03:07,070 --> 00:03:08,790 Um, but that's treating referrals like 83 00:03:08,790 --> 00:03:10,710 they're a nail. And the only tool you need is 84 00:03:10,710 --> 00:03:13,230 a hammer. And it's just not the case. 85 00:03:13,270 --> 00:03:15,430 I mean, I have been teaching business owners 86 00:03:15,710 --> 00:03:17,630 how to generate referrals for now, 87 00:03:17,670 --> 00:03:21,790 12 years, and I actually have 20 different 88 00:03:21,790 --> 00:03:23,750 strategies that I teach. 89 00:03:23,790 --> 00:03:25,870 No business owner needs all of them. 90 00:03:25,870 --> 00:03:27,630 Most of them are situational. 91 00:03:27,630 --> 00:03:28,990 So like, hey, in this situation, 92 00:03:28,990 --> 00:03:31,230 when this happens, Stacy told me what to say 93 00:03:31,270 --> 00:03:32,870 is usually how I want my clients thinking 94 00:03:32,870 --> 00:03:35,510 about it. Right? Some are like processes or 95 00:03:35,550 --> 00:03:37,950 plans or strategies we want in place that 96 00:03:37,950 --> 00:03:40,150 kind of run all the time in your business, 97 00:03:40,190 --> 00:03:42,350 like year after year, and others are just 98 00:03:42,350 --> 00:03:43,990 because the situation happened. You know what 99 00:03:43,990 --> 00:03:46,150 to say. And the truth is, 100 00:03:46,150 --> 00:03:48,990 it's not just referrals are a nail. 101 00:03:48,990 --> 00:03:50,910 So here's a hammer, right? You need a fully 102 00:03:50,950 --> 00:03:54,430 stocked toolbox to really leverage all the 103 00:03:54,470 --> 00:03:57,230 referrals that have the potential to come 104 00:03:57,230 --> 00:03:58,750 into your business and exist in your 105 00:03:58,750 --> 00:04:00,470 business. I teach referrals like they exist 106 00:04:00,470 --> 00:04:01,550 in an ecosystem. 107 00:04:01,550 --> 00:04:03,110 There's not just one way to get referrals. 108 00:04:03,110 --> 00:04:05,670 There's lots of ways. And so the first book 109 00:04:05,670 --> 00:04:07,510 that I wrote, Generating Business Referrals 110 00:04:07,510 --> 00:04:08,870 without asking, I'll be honest, 111 00:04:08,870 --> 00:04:10,430 when I first wrote it, I was like, 112 00:04:10,670 --> 00:04:11,710 this is the book. 113 00:04:11,990 --> 00:04:13,230 It's the only book. 114 00:04:13,590 --> 00:04:15,510 And this is like, I think I started writing 115 00:04:15,510 --> 00:04:16,710 that book back in 2017. 116 00:04:16,750 --> 00:04:18,230 It came out in 2018. I'm like, 117 00:04:18,270 --> 00:04:20,350 this is it. This is this is my platform. 118 00:04:20,390 --> 00:04:21,990 Like, this is the things you need to know. 119 00:04:22,510 --> 00:04:24,190 And then as my business evolved and my 120 00:04:24,190 --> 00:04:25,950 clients started asking different questions 121 00:04:25,950 --> 00:04:27,510 and I was like, and it was funny because 122 00:04:27,510 --> 00:04:28,630 they'd asked like, well, what would you say 123 00:04:28,630 --> 00:04:30,470 in this situation? I'd be like, you say this 124 00:04:30,470 --> 00:04:32,270 and I'm like, wait, that's not actually 125 00:04:32,270 --> 00:04:34,630 recorded for any other client to access 126 00:04:34,630 --> 00:04:35,710 unless they're listening to this 127 00:04:35,710 --> 00:04:38,070 conversation. So we started building out like 128 00:04:38,150 --> 00:04:40,350 the library of all the client questions, 129 00:04:40,350 --> 00:04:41,670 and they kind of formed their own, like 130 00:04:41,670 --> 00:04:44,510 little mini strategies and mini tactics. 131 00:04:44,510 --> 00:04:46,310 And so that's what we have that we provide to 132 00:04:46,310 --> 00:04:49,150 our clients. But the more I started watching 133 00:04:49,150 --> 00:04:51,830 my body of work like evolve, 134 00:04:51,830 --> 00:04:53,310 I was like, wait a minute, 135 00:04:53,630 --> 00:04:58,900 the book really only is attached to one the 136 00:04:58,900 --> 00:05:00,860 first book. It's only attached to one of the 137 00:05:00,860 --> 00:05:03,420 20 strategies. It's the teaching you how to 138 00:05:03,460 --> 00:05:06,220 identify if you have people who refer you now 139 00:05:06,540 --> 00:05:09,060 and then the steps to follow to get more 140 00:05:09,060 --> 00:05:11,220 referrals from people who already refer you. 141 00:05:11,660 --> 00:05:13,340 But as the body of work evolved, I was like, 142 00:05:13,340 --> 00:05:14,900 well, what about people who've never referred 143 00:05:14,900 --> 00:05:16,500 you? Like, that's a whole standalone 144 00:05:16,500 --> 00:05:18,460 strategy. What about the clients and the 145 00:05:18,460 --> 00:05:20,180 client experience? That's another whole 146 00:05:20,180 --> 00:05:21,780 standalone strategy that I teach. 147 00:05:21,940 --> 00:05:23,140 And so that's why I was like, 148 00:05:23,180 --> 00:05:24,700 oh, well, there's probably a bunch more 149 00:05:24,700 --> 00:05:26,460 books. I don't know if I have a bunch more 150 00:05:26,460 --> 00:05:29,540 books in me to, like, write them and actually 151 00:05:29,540 --> 00:05:32,260 get through it. Um, but so I started thinking 152 00:05:32,260 --> 00:05:33,460 about it and I was like, yes. 153 00:05:33,460 --> 00:05:35,700 I was like, I have three main foundational 154 00:05:35,700 --> 00:05:38,500 strategies. They can each serve as their own 155 00:05:38,500 --> 00:05:40,260 book. They don't need to be like a mini 156 00:05:40,260 --> 00:05:41,380 chapter in one book. 157 00:05:41,580 --> 00:05:43,540 And so this is the second book that I decided 158 00:05:43,540 --> 00:05:45,340 to write was, which is on the client 159 00:05:45,340 --> 00:05:47,860 experience and the idea that how you get 160 00:05:47,860 --> 00:05:49,620 referrals from someone who already refers 161 00:05:49,620 --> 00:05:51,580 you, whether they're a client or not, 162 00:05:51,580 --> 00:05:54,140 looks different from the repeatable process 163 00:05:54,140 --> 00:05:57,340 you need to have in place to be able to. 164 00:05:57,380 --> 00:05:59,500 To be worthy of those referrals, 165 00:05:59,500 --> 00:06:01,700 and then to know how to bridge the gap to 166 00:06:01,740 --> 00:06:03,540 those referrals. And that all happens within 167 00:06:03,540 --> 00:06:04,660 the client experience. 168 00:06:05,020 --> 00:06:06,620 Carol Cox: And Stacey, I want to get into the client 169 00:06:06,620 --> 00:06:09,260 experience, both for those of us who are 170 00:06:09,460 --> 00:06:11,420 business owners as well as for those of us 171 00:06:11,420 --> 00:06:13,260 who are speakers and maybe or don't own our 172 00:06:13,260 --> 00:06:14,580 own business and work for someone else 173 00:06:14,580 --> 00:06:16,500 because we can cover both of those different 174 00:06:16,500 --> 00:06:20,140 scenarios. But I want to mention about what 175 00:06:20,140 --> 00:06:22,300 came to mind when you were describing about 176 00:06:22,740 --> 00:06:25,100 oftentimes we're taught or we think with 177 00:06:25,100 --> 00:06:26,340 referrals, like you said, 178 00:06:26,340 --> 00:06:28,020 we just go to network and we give people our 179 00:06:28,020 --> 00:06:31,220 business cards, digital or paper or whatever, 180 00:06:31,260 --> 00:06:33,140 whatever whatever is in right now. 181 00:06:33,260 --> 00:06:34,780 And, you know, we do that and then, 182 00:06:34,980 --> 00:06:36,900 you know, they're gonna just magically think 183 00:06:37,140 --> 00:06:38,460 someone's going to pop into their mind, and 184 00:06:38,460 --> 00:06:40,500 then they're going to introduce us and we're 185 00:06:40,500 --> 00:06:42,420 going to get lots of referrals that way, or, 186 00:06:42,460 --> 00:06:43,500 or what have you. 187 00:06:43,500 --> 00:06:46,460 And I feel like a lot of times that we don't 188 00:06:46,460 --> 00:06:47,660 like that approach or, 189 00:06:47,700 --> 00:06:49,580 you know, directly asking because it feels 190 00:06:49,580 --> 00:06:51,100 very transactional. 191 00:06:51,300 --> 00:06:53,260 And I know for the work that I do and 192 00:06:53,260 --> 00:06:54,660 speaking your brand with our clients, the 193 00:06:54,660 --> 00:06:55,700 work that you do, Stacy, 194 00:06:55,740 --> 00:06:57,860 the work with that, so many of the women who 195 00:06:57,860 --> 00:07:00,300 run businesses, the work that we do is not 196 00:07:00,300 --> 00:07:02,580 transactional. It's the opposite of that. 197 00:07:02,580 --> 00:07:05,660 We create our programs at our workshops and 198 00:07:05,660 --> 00:07:08,900 our coaching to provide that transformational 199 00:07:08,900 --> 00:07:11,060 experience, to do that deep work with our 200 00:07:11,060 --> 00:07:12,980 clients. And then like, but we treat this 201 00:07:12,980 --> 00:07:15,220 referral process what we're taught to treat 202 00:07:15,220 --> 00:07:16,620 it very transactionally. 203 00:07:16,620 --> 00:07:19,100 And I think that's what thing comes into your 204 00:07:19,100 --> 00:07:20,820 emphasis on the client experience. 205 00:07:20,820 --> 00:07:22,300 So can you tell us about that? 206 00:07:23,060 --> 00:07:25,460 Stacey Brown Randall: Yeah. You know, I think what most people 207 00:07:25,460 --> 00:07:27,820 think about it like it's very transactional 208 00:07:27,820 --> 00:07:30,500 yet so that it doesn't align like they think 209 00:07:30,500 --> 00:07:31,940 about referrals as transactional. So it 210 00:07:31,940 --> 00:07:34,220 doesn't align to actually how they do 211 00:07:34,220 --> 00:07:36,500 business. And in some cases how we do life 212 00:07:36,780 --> 00:07:38,540 right. Like it just doesn't match. 213 00:07:39,140 --> 00:07:41,020 And so I think that's the thing that people 214 00:07:41,020 --> 00:07:43,260 need to understand when it comes to your 215 00:07:43,260 --> 00:07:46,020 client experience is that and this is like, 216 00:07:46,020 --> 00:07:47,500 this is something I always like to ask folks. 217 00:07:47,500 --> 00:07:48,620 I always ask folks like, 218 00:07:48,860 --> 00:07:50,890 do your clients love working with you. 219 00:07:50,930 --> 00:07:52,410 Right? If you're providing that 220 00:07:52,410 --> 00:07:54,410 transformation and you're doing great work, 221 00:07:54,410 --> 00:07:55,730 not perfect work. 222 00:07:55,770 --> 00:07:57,650 I mean, nobody expects perfection. Nobody 223 00:07:57,650 --> 00:07:59,490 reasonable, I guess I should say expects 224 00:07:59,530 --> 00:08:01,650 perfection. Perfection. But if you're doing 225 00:08:01,650 --> 00:08:04,010 great work and your clients love you, 226 00:08:04,210 --> 00:08:07,010 right, and you're thinking about the value 227 00:08:07,050 --> 00:08:10,010 that you add and that you are what we would 228 00:08:10,050 --> 00:08:12,130 quote unquote call referable, 229 00:08:12,170 --> 00:08:13,810 right? Like, you're doing great work. 230 00:08:13,850 --> 00:08:15,690 Like this is all great. Your clients tell you 231 00:08:15,690 --> 00:08:16,890 that they love you. 232 00:08:17,250 --> 00:08:18,650 Then my next question is always, 233 00:08:19,090 --> 00:08:20,730 but are you drowning in referrals? 234 00:08:21,730 --> 00:08:23,930 And usually the answer is nope, 235 00:08:24,650 --> 00:08:28,010 I am not. And that is because doing great 236 00:08:28,010 --> 00:08:32,930 work does not equate to receiving referrals. 237 00:08:33,130 --> 00:08:34,210 We think it should. 238 00:08:34,570 --> 00:08:36,330 It seems like it would make sense, 239 00:08:36,330 --> 00:08:38,490 but actually what you're working with in the 240 00:08:38,490 --> 00:08:41,170 brain of your client to refer you is 241 00:08:41,170 --> 00:08:42,850 different, right? 242 00:08:42,890 --> 00:08:45,330 When you're actually just delivering great 243 00:08:45,330 --> 00:08:47,930 quality work within your client experience. 244 00:08:47,930 --> 00:08:50,610 So that's why we call it the Referable Client 245 00:08:50,610 --> 00:08:52,690 Experience. It is doing great work. 246 00:08:52,690 --> 00:08:55,450 I will I mean, obviously that's important, 247 00:08:55,490 --> 00:08:56,690 right? I feel like I should say that even 248 00:08:56,690 --> 00:08:58,490 though I feel like I shouldn't have to say 249 00:08:58,490 --> 00:09:01,690 that doing great work is certainly important. 250 00:09:01,690 --> 00:09:02,810 But then on top of that, 251 00:09:02,810 --> 00:09:04,730 you have to layer on top of that that 252 00:09:04,730 --> 00:09:07,010 repeatable, intentional client experience 253 00:09:07,010 --> 00:09:08,170 that makes you referable, 254 00:09:08,410 --> 00:09:11,130 and then you still got to bridge the gap to 255 00:09:11,170 --> 00:09:13,770 referrals, and it takes all those pieces in 256 00:09:13,770 --> 00:09:15,690 place to be able to generate referrals from 257 00:09:15,690 --> 00:09:17,530 our clients. It's not that our clients don't 258 00:09:17,530 --> 00:09:19,690 refer you because they don't want to, 259 00:09:19,890 --> 00:09:21,930 or because they think something bad about you 260 00:09:21,930 --> 00:09:23,090 when they're actually telling you you're 261 00:09:23,090 --> 00:09:25,370 amazing. It's because that's actually not how 262 00:09:25,370 --> 00:09:26,890 they're thinking at all, and we kind of have 263 00:09:26,890 --> 00:09:27,810 to help them get there. 264 00:09:28,410 --> 00:09:30,130 Carol Cox: So then Stacy, describe a little bit about 265 00:09:30,130 --> 00:09:31,650 how they're thinking. 266 00:09:31,650 --> 00:09:35,290 And does this dovetail with your three stages 267 00:09:35,290 --> 00:09:36,410 of the client experience, 268 00:09:36,410 --> 00:09:38,370 which you call new clients active clients and 269 00:09:38,370 --> 00:09:39,530 alumni clients. 270 00:09:39,930 --> 00:09:41,570 Stacey Brown Randall: Yeah. So what the client is. 271 00:09:41,610 --> 00:09:43,210 So a client is going through a lot of 272 00:09:43,210 --> 00:09:45,290 different emotions when they move through 273 00:09:45,330 --> 00:09:46,650 your client experience. 274 00:09:46,810 --> 00:09:49,050 And number one, the number one emotion that 275 00:09:49,050 --> 00:09:51,050 they have through the entire experience is, 276 00:09:51,090 --> 00:09:52,450 am I going to get what I paid for? 277 00:09:53,090 --> 00:09:55,530 Like, it may not be that that crass, 278 00:09:55,530 --> 00:09:57,050 right? But like the idea is like, did I make 279 00:09:57,050 --> 00:09:58,210 a good decision? 280 00:09:58,210 --> 00:09:59,850 Am I going to get what I pay for? And that 281 00:09:59,850 --> 00:10:02,370 emotion is much stronger in the new stage 282 00:10:02,410 --> 00:10:04,330 right, than it is, like in the active stage 283 00:10:04,330 --> 00:10:05,530 or the alumni stage? 284 00:10:05,850 --> 00:10:07,410 And so that's the thing they're thinking 285 00:10:07,410 --> 00:10:09,170 about. They're thinking about themselves. 286 00:10:09,170 --> 00:10:10,770 They're thinking about how I'm going to take 287 00:10:10,770 --> 00:10:12,090 what you're teaching me, what you're coaching 288 00:10:12,090 --> 00:10:14,490 me on, like, how is that going to work? 289 00:10:14,490 --> 00:10:16,610 So they're thinking through all those pieces. 290 00:10:16,610 --> 00:10:18,210 They're not thinking about, 291 00:10:18,410 --> 00:10:20,610 oh my gosh, Carol is amazing. 292 00:10:20,610 --> 00:10:23,210 I need to refer her to everybody. 293 00:10:23,210 --> 00:10:25,730 I know. Some people will. 294 00:10:25,730 --> 00:10:27,370 You will have some clients that they come 295 00:10:27,370 --> 00:10:28,690 into your world, and then all of a sudden 296 00:10:28,690 --> 00:10:29,970 they're referring you to other potential 297 00:10:29,970 --> 00:10:31,130 clients and you're like, 298 00:10:31,170 --> 00:10:32,250 this is amazing. 299 00:10:32,370 --> 00:10:33,650 How do I duplicate that? 300 00:10:34,130 --> 00:10:35,810 The hard thing about the right people 301 00:10:35,810 --> 00:10:37,690 referring you is, is that you can't identify 302 00:10:37,690 --> 00:10:40,290 them. Like they just they have to reveal 303 00:10:40,290 --> 00:10:41,970 themselves and then we can take care of them 304 00:10:41,970 --> 00:10:43,130 differently. But yeah, 305 00:10:43,130 --> 00:10:44,610 that's like a really important thing for 306 00:10:44,610 --> 00:10:46,840 people to understand is that your client's 307 00:10:46,840 --> 00:10:49,440 emotions through their stages is reflected on 308 00:10:49,440 --> 00:10:50,960 themselves and what they're doing. 309 00:10:51,240 --> 00:10:54,360 Which is why I teach a formula to how you 310 00:10:54,360 --> 00:10:56,600 want to really invest in that client when 311 00:10:56,600 --> 00:10:58,920 they're part of the new active and alumni 312 00:10:58,960 --> 00:11:01,120 stage. And that formula for your client 313 00:11:01,120 --> 00:11:03,280 experience is, yes, first part work touch 314 00:11:03,320 --> 00:11:05,800 points. But the second part of that formula 315 00:11:05,800 --> 00:11:07,800 is the relationship you build. 316 00:11:08,000 --> 00:11:10,400 So the relationship touch points and you have 317 00:11:10,400 --> 00:11:11,960 to have both. 318 00:11:12,160 --> 00:11:13,960 And when you have both you have a greater 319 00:11:13,960 --> 00:11:17,040 opportunity to then also wow how they feel 320 00:11:17,040 --> 00:11:19,320 about you. And then be able to plant what we 321 00:11:19,320 --> 00:11:21,200 call referral seeds to be able to bridge the 322 00:11:21,200 --> 00:11:23,000 gap to referrals. Because my clients are not 323 00:11:23,000 --> 00:11:25,160 allowed to ask, they're not allowed to pay, 324 00:11:25,440 --> 00:11:26,760 they're not allowed to be gimmicky and 325 00:11:26,760 --> 00:11:28,280 promotional. And usually that's why they're 326 00:11:28,280 --> 00:11:29,600 with me anyways, because they don't want to 327 00:11:29,600 --> 00:11:31,520 do those things. But I always tell folks 328 00:11:31,560 --> 00:11:32,560 like, you're not going to do all these 329 00:11:32,560 --> 00:11:34,480 amazing things to build this amazing client 330 00:11:34,480 --> 00:11:37,080 experience and then ruin it with a by the 331 00:11:37,080 --> 00:11:39,200 way, who do you know that's just like you 332 00:11:39,200 --> 00:11:40,520 that I should be working with? 333 00:11:41,800 --> 00:11:44,240 Carol Cox: Stacy, I want to talk more about this idea of 334 00:11:44,280 --> 00:11:46,760 the touch point. So the work touch points and 335 00:11:46,760 --> 00:11:49,360 relationship touch points. And this goes so 336 00:11:49,360 --> 00:11:52,200 well with what I talk about with public 337 00:11:52,200 --> 00:11:54,400 speaking and thought leadership, which is we 338 00:11:54,440 --> 00:11:56,320 have a tendency, especially as high 339 00:11:56,320 --> 00:11:58,360 achieving, well-educated, 340 00:11:58,360 --> 00:12:01,200 expert women in our fields to get stuck when 341 00:12:01,200 --> 00:12:02,440 I call the expert trap. 342 00:12:02,440 --> 00:12:04,840 So we're so good at relaying information, 343 00:12:04,840 --> 00:12:06,400 whether it's in public speaking, 344 00:12:06,400 --> 00:12:07,760 podcast interviews, etc., 345 00:12:07,760 --> 00:12:10,640 that we forget about the transformation that 346 00:12:10,640 --> 00:12:13,440 our audience is looking for because it's that 347 00:12:13,440 --> 00:12:16,080 transformation that gets them to feel and 348 00:12:16,080 --> 00:12:18,480 believe in something more for themselves or 349 00:12:18,480 --> 00:12:21,000 for their work or whatever it happens to be, 350 00:12:21,120 --> 00:12:22,720 versus just information, 351 00:12:22,720 --> 00:12:24,880 which is important, but it's not enough. 352 00:12:24,880 --> 00:12:26,520 So it seems like what you're talking about 353 00:12:26,520 --> 00:12:28,320 with the work touch points and making sure to 354 00:12:28,320 --> 00:12:30,520 bring in the relationship touch points is 355 00:12:30,520 --> 00:12:32,440 also about, and the work that we're doing 356 00:12:32,440 --> 00:12:34,160 with our clients to make sure that we are 357 00:12:34,160 --> 00:12:37,280 also helping them understand the value of the 358 00:12:37,280 --> 00:12:39,240 transformation that they're undergoing. 359 00:12:40,040 --> 00:12:42,160 Stacey Brown Randall: Yeah. You know, it's it's the crazy thing 360 00:12:42,160 --> 00:12:44,080 about the work that we do. 361 00:12:44,120 --> 00:12:45,280 At the end of the day, 362 00:12:45,480 --> 00:12:47,200 you know, people want to know that like, 363 00:12:47,200 --> 00:12:48,920 hey, I'm getting quality work, 364 00:12:48,920 --> 00:12:51,080 but what really makes them feel like they 365 00:12:51,080 --> 00:12:52,680 would talk about you and that they would 366 00:12:52,680 --> 00:12:54,760 refer you and that they would even be open to 367 00:12:54,800 --> 00:12:56,480 the idea of it before they realize they're 368 00:12:56,480 --> 00:12:58,840 open to the idea of it is really how you make 369 00:12:58,840 --> 00:13:01,760 them feel. It really comes down to that 370 00:13:01,760 --> 00:13:02,840 understanding of like, 371 00:13:02,880 --> 00:13:04,480 how do I feel? More so than, 372 00:13:04,520 --> 00:13:05,680 oh my gosh, this is amazing, 373 00:13:05,720 --> 00:13:07,080 like the work I'm getting, 374 00:13:07,080 --> 00:13:09,080 but also that relationship you're building 375 00:13:09,080 --> 00:13:10,360 and how you make them feel. 376 00:13:10,360 --> 00:13:13,080 And that's what's remembered longer. 377 00:13:13,080 --> 00:13:15,280 And that's the same thing with like, 378 00:13:15,320 --> 00:13:17,160 you know, and I am as guilty of this, 379 00:13:17,160 --> 00:13:18,920 I think as the next speaker sometimes of like 380 00:13:18,920 --> 00:13:20,400 I just want to make sure you have all the 381 00:13:20,400 --> 00:13:22,080 information, like you just got to have all 382 00:13:22,080 --> 00:13:23,560 the information because I want you to be able 383 00:13:23,560 --> 00:13:24,960 to go off and do go forth. 384 00:13:24,960 --> 00:13:27,160 Right. Um, and the reality of it is, 385 00:13:27,160 --> 00:13:28,240 is that a lot of times, 386 00:13:28,240 --> 00:13:30,840 the biggest transformation we make is that I 387 00:13:30,840 --> 00:13:34,200 need you to think different about referrals. 388 00:13:34,200 --> 00:13:35,880 And so for me, it's the same thing. 389 00:13:35,880 --> 00:13:37,200 It's the same thing with the clients on a 390 00:13:37,200 --> 00:13:39,440 referral by client experience. Like, I need 391 00:13:39,440 --> 00:13:41,160 you to have a great client experience, but I 392 00:13:41,160 --> 00:13:42,710 need you to think different about how you're 393 00:13:42,710 --> 00:13:44,270 going to get referrals out of it. 394 00:13:44,630 --> 00:13:46,630 And recognizing that you've got to build 395 00:13:46,630 --> 00:13:48,550 relationships so that you have opportunities 396 00:13:48,550 --> 00:13:49,870 to plant referral seeds. 397 00:13:50,190 --> 00:13:53,870 And really understanding that that is like 398 00:13:53,910 --> 00:13:55,670 the journey your clients need to go on to 399 00:13:55,710 --> 00:13:59,710 move from. She does great work to she does 400 00:13:59,710 --> 00:14:01,750 great work. And I'm going to connect you to 401 00:14:01,790 --> 00:14:03,670 her because she's that amazing and you need 402 00:14:03,670 --> 00:14:05,310 her. And those are different. 403 00:14:05,990 --> 00:14:07,910 Carol Cox: Stacy, can you give us an example? 404 00:14:07,950 --> 00:14:10,390 Any that come to mind of these relationships, 405 00:14:10,390 --> 00:14:12,430 like developing the relationship with a 406 00:14:12,430 --> 00:14:14,790 client. What what could that look like? 407 00:14:14,790 --> 00:14:16,430 What are some things that we could be doing? 408 00:14:17,150 --> 00:14:19,470 Stacey Brown Randall: Yeah. So I always tell folks we want to look 409 00:14:19,470 --> 00:14:21,310 at the work touch points you're doing. 410 00:14:21,310 --> 00:14:23,830 And depending on like how long your new stage 411 00:14:23,870 --> 00:14:26,310 active stage. Of course the alumni stage is 412 00:14:26,350 --> 00:14:28,150 like indefinite, right? Until you decide to 413 00:14:28,190 --> 00:14:30,030 remove someone from the alumni list. 414 00:14:30,310 --> 00:14:32,510 Um, but the new stage and the active stage, 415 00:14:32,510 --> 00:14:34,110 depending on how long they are, 416 00:14:34,150 --> 00:14:36,190 there's going to be so many work touch points 417 00:14:36,190 --> 00:14:37,910 within them. I usually tell folks, 418 00:14:37,910 --> 00:14:39,790 let's just say on average and the new client 419 00:14:39,790 --> 00:14:41,910 stage, you have like ten touch points. 420 00:14:41,910 --> 00:14:44,430 You do. And this is some things the client 421 00:14:44,470 --> 00:14:45,990 never sees, right? 422 00:14:46,030 --> 00:14:47,790 This isn't always things the client sees, but 423 00:14:47,790 --> 00:14:49,390 it could be the things you're doing for the 424 00:14:49,390 --> 00:14:50,950 clients behind the scenes and the things the 425 00:14:50,950 --> 00:14:52,830 client does see. Let's just say for sake of 426 00:14:52,830 --> 00:14:54,550 argument in your new stage, you have like ten 427 00:14:54,790 --> 00:14:55,950 work based touchpoints. 428 00:14:55,950 --> 00:14:59,910 Then 1 or 2 of them probably needs to be a 429 00:14:59,910 --> 00:15:01,590 relationship based touchpoint. 430 00:15:01,910 --> 00:15:03,790 And then the same thing in active. Active is 431 00:15:03,790 --> 00:15:05,910 actually where the most of the work happens 432 00:15:05,910 --> 00:15:07,830 within with a client relationship. 433 00:15:07,950 --> 00:15:10,430 And so let's just say you have like 40 touch 434 00:15:10,470 --> 00:15:12,510 points that happen start to finish right from 435 00:15:12,510 --> 00:15:14,950 that active stage starting until they move to 436 00:15:14,990 --> 00:15:16,030 the alumni stage. 437 00:15:16,270 --> 00:15:17,670 Um, and of course, if your clients are 438 00:15:17,670 --> 00:15:19,190 reoccurring like they never leave, 439 00:15:19,190 --> 00:15:21,510 you don't actually move to the alumni stage. 440 00:15:21,510 --> 00:15:23,310 They go active and they stay in the ongoing 441 00:15:23,350 --> 00:15:25,550 active stage. But you probably need to have 442 00:15:25,550 --> 00:15:27,070 like if you've got 40 touchpoints in that 443 00:15:27,070 --> 00:15:29,190 point, you probably need to have like 2 or 3, 444 00:15:29,670 --> 00:15:31,510 um, that are relationship based. So we look 445 00:15:31,550 --> 00:15:34,550 at we're looking at it from like a 20 to 30% 446 00:15:34,550 --> 00:15:38,190 relationship touch point in relation to the 447 00:15:38,230 --> 00:15:40,070 work touchpoints that you're doing. 448 00:15:40,270 --> 00:15:42,750 But it's not just all willy nilly. 449 00:15:42,750 --> 00:15:44,550 I'm going to do this touch point and then 450 00:15:44,550 --> 00:15:46,390 this touch point because I want to or they 451 00:15:46,390 --> 00:15:47,910 feel good or they're easy. 452 00:15:48,150 --> 00:15:50,790 You actually have to be overcoming either 453 00:15:50,790 --> 00:15:52,350 some pitfalls that people make, 454 00:15:52,390 --> 00:15:54,310 or you've got to be overcoming some things 455 00:15:54,310 --> 00:15:56,630 that like of what the client is thinking. 456 00:15:56,630 --> 00:15:57,830 So let's use, for example, 457 00:15:57,830 --> 00:15:58,910 the new client stage. 458 00:15:59,190 --> 00:16:00,990 When somebody decides to hire you, 459 00:16:01,230 --> 00:16:04,070 they have a moment of buyer's remorse. 460 00:16:04,110 --> 00:16:06,190 It doesn't matter how excited they are, 461 00:16:06,230 --> 00:16:07,910 it doesn't matter how long they've thought 462 00:16:07,910 --> 00:16:10,590 about hiring you. At some point they're gonna 463 00:16:10,590 --> 00:16:12,790 be like, oh boy, there's a lot of money. 464 00:16:12,990 --> 00:16:14,710 Am I going to get what I want out of this? 465 00:16:14,750 --> 00:16:17,230 Right? And so it's it's important to try to 466 00:16:17,270 --> 00:16:19,750 overcome that buyer's remorse. 467 00:16:19,750 --> 00:16:21,550 But most people do it by like, 468 00:16:21,590 --> 00:16:23,270 thanks so much for being a client. I'm like, 469 00:16:23,270 --> 00:16:25,990 no, no, no. In your relationship based 470 00:16:25,990 --> 00:16:27,910 touchpoint, even though it still delivers on 471 00:16:27,910 --> 00:16:29,270 a work attitude. 472 00:16:29,270 --> 00:16:31,030 Right. And that relationship based 473 00:16:31,030 --> 00:16:33,710 touchpoint, we're going to acknowledge the 474 00:16:33,710 --> 00:16:35,830 buyer's remorse. I call it the quiet voice. 475 00:16:36,190 --> 00:16:37,790 It's the quiet voice is the voice they're 476 00:16:37,790 --> 00:16:39,380 thinking. They're just not speaking. You 477 00:16:39,380 --> 00:16:41,260 don't know it, but you know it because you 478 00:16:41,260 --> 00:16:42,740 have it when you're a client of other people, 479 00:16:42,780 --> 00:16:45,060 right? And so, like, how do you overcome the 480 00:16:45,060 --> 00:16:47,260 quiet voice? How do you overcome that buyer's 481 00:16:47,260 --> 00:16:48,620 remorse that a client has, 482 00:16:48,620 --> 00:16:50,860 but also building on the relationship? 483 00:16:51,140 --> 00:16:52,580 So one of the best things I like to tell my 484 00:16:52,580 --> 00:16:54,460 clients to do is sometimes that's handled 485 00:16:54,460 --> 00:16:56,660 through like the welcome card or the welcome 486 00:16:56,660 --> 00:16:59,940 gift, but it's the language you use that 487 00:16:59,940 --> 00:17:02,580 makes that really, really hit home in terms 488 00:17:02,580 --> 00:17:04,460 of making me feel different about it. 489 00:17:04,540 --> 00:17:06,020 So let's just take a welcome card, 490 00:17:06,020 --> 00:17:08,260 for example. Most people send a welcome card 491 00:17:08,260 --> 00:17:09,380 and they're like, Carol, 492 00:17:09,380 --> 00:17:11,020 thanks so much for becoming a client. We're 493 00:17:11,020 --> 00:17:12,140 excited to work with you. 494 00:17:12,180 --> 00:17:13,500 Can't wait to get started. 495 00:17:13,860 --> 00:17:15,700 There's fundamentally I mean, 496 00:17:15,700 --> 00:17:17,740 I guess there's nothing wrong with that note, 497 00:17:17,900 --> 00:17:20,260 but it doesn't speak to anything I may have 498 00:17:20,260 --> 00:17:22,820 concerns about. So I tell my clients to write 499 00:17:22,860 --> 00:17:24,180 what we call like that. 500 00:17:24,220 --> 00:17:25,700 It's a little bit of a journey card, 501 00:17:25,740 --> 00:17:27,460 like it's acknowledging the journey we're 502 00:17:27,460 --> 00:17:29,740 about to go on. So the language we would use 503 00:17:29,940 --> 00:17:31,980 is more specifically to Carol. 504 00:17:31,980 --> 00:17:34,020 We are so excited. I'm so excited to work 505 00:17:34,020 --> 00:17:36,420 with you. I know going through this process, 506 00:17:36,420 --> 00:17:38,580 it's going to stretch and challenge you, 507 00:17:38,620 --> 00:17:40,100 and it's going to be moments. You're going to 508 00:17:40,100 --> 00:17:42,060 wonder, what did I sign up for? 509 00:17:42,300 --> 00:17:43,860 But I want you to know you're not alone. And 510 00:17:43,860 --> 00:17:45,740 I'm your co-pilot. I'm here for the ride. 511 00:17:45,740 --> 00:17:48,940 And I've got you. That speaks so differently 512 00:17:48,940 --> 00:17:51,460 to a client who has a quiet voice and the 513 00:17:51,460 --> 00:17:53,340 buyer's remorse running through them, 514 00:17:53,380 --> 00:17:55,420 versus I'm so glad you're a client. 515 00:17:55,420 --> 00:17:57,740 And that actually, that fundamental small 516 00:17:57,740 --> 00:17:59,700 card that you send or send that card with a 517 00:17:59,740 --> 00:18:02,740 gift is actually a relationship based 518 00:18:02,740 --> 00:18:05,380 touchpoint that most people wouldn't expect. 519 00:18:05,420 --> 00:18:07,140 It feels like a work touchpoint, 520 00:18:07,340 --> 00:18:09,100 but the right language kind of turns it into 521 00:18:09,100 --> 00:18:10,380 a relationship touchpoint. 522 00:18:10,380 --> 00:18:12,020 So sometimes it's not. 523 00:18:12,020 --> 00:18:13,380 Let me send you 14 gifts, 524 00:18:13,380 --> 00:18:14,620 because that's how you're going to feel like 525 00:18:14,620 --> 00:18:16,340 you're being taken care of. It's paying 526 00:18:16,380 --> 00:18:18,580 attention to how your client feels in the 527 00:18:18,580 --> 00:18:20,500 moment or the stage that they're in, 528 00:18:20,820 --> 00:18:23,500 and then recognizing that and doing a work or 529 00:18:23,580 --> 00:18:25,780 a relationship touchpoint to speak to that. 530 00:18:26,100 --> 00:18:27,420 Carol Cox: I love that example, Stacey. 531 00:18:27,460 --> 00:18:29,340 Very concrete and tangible, 532 00:18:29,340 --> 00:18:31,860 and I like it because it validates where the 533 00:18:31,860 --> 00:18:33,460 person is at, what they're thinking, 534 00:18:33,460 --> 00:18:34,940 it empathizes with them, 535 00:18:35,140 --> 00:18:37,940 and it puts the emphasis on them and their 536 00:18:37,940 --> 00:18:40,500 journey versus you, the business and the 537 00:18:40,500 --> 00:18:42,420 transaction that you just closed. 538 00:18:42,660 --> 00:18:43,780 Stacey Brown Randall: Right. Exactly. 539 00:18:43,820 --> 00:18:44,580 Absolutely. 540 00:18:45,140 --> 00:18:46,700 Carol Cox: Okay. So that that's really helpful. 541 00:18:46,700 --> 00:18:48,340 So we have these three stages like you 542 00:18:48,340 --> 00:18:50,380 mentioned, the new stage, the active stage 543 00:18:50,380 --> 00:18:51,700 and the alumni stage. 544 00:18:51,700 --> 00:18:53,380 So I feel like we have a good sense of the 545 00:18:53,380 --> 00:18:56,380 new stage alleviating buyer's remorse, 546 00:18:57,020 --> 00:18:59,100 knowing that there's this quiet voice that's 547 00:18:59,100 --> 00:19:01,500 in there that is helpful to address in the 548 00:19:01,500 --> 00:19:03,140 beginning. Oh, let me ask you this. When are 549 00:19:03,140 --> 00:19:04,740 you talking about these different touch 550 00:19:04,780 --> 00:19:06,700 points? Are these generally obviously they 551 00:19:06,700 --> 00:19:08,500 can be welcome gifts and welcome cards. 552 00:19:08,500 --> 00:19:11,540 Is a lot of it happening via email besides, 553 00:19:11,540 --> 00:19:13,540 say like zoom calls or calls that you're 554 00:19:13,540 --> 00:19:15,180 having with clients, whether it's one on one 555 00:19:15,180 --> 00:19:15,940 or in group. 556 00:19:16,260 --> 00:19:17,980 Stacey Brown Randall: So usually what I have my clients do is 557 00:19:17,980 --> 00:19:20,300 actually map out what they're currently doing 558 00:19:20,300 --> 00:19:21,940 from start to finish when they work with a 559 00:19:21,940 --> 00:19:23,620 client, because we actually want to pay 560 00:19:23,620 --> 00:19:26,500 attention to not only making sure that we 561 00:19:26,500 --> 00:19:28,300 have the right percentage of relationship 562 00:19:28,340 --> 00:19:30,020 touch points, but we want to have a variety 563 00:19:30,020 --> 00:19:31,340 behind delivery method. 564 00:19:31,740 --> 00:19:34,020 So if everything you do with your clients is 565 00:19:34,220 --> 00:19:36,420 emailed, then I would want to make sure that 566 00:19:36,420 --> 00:19:38,380 we have some relationship touchpoints that 567 00:19:38,380 --> 00:19:39,700 are mailed. So, you know, 568 00:19:39,740 --> 00:19:41,740 my business is very much like this. 569 00:19:41,740 --> 00:19:44,060 I am standing and looking at the humans that 570 00:19:44,060 --> 00:19:47,220 I get to work with over a screen with a 571 00:19:47,260 --> 00:19:48,980 camera, right? Like it's just how it is. Not 572 00:19:48,980 --> 00:19:50,540 always. I have some where I work in person 573 00:19:50,540 --> 00:19:52,820 with people, but my coaching program is just 574 00:19:52,820 --> 00:19:54,420 like this. It's me and a bunch of faces in a 575 00:19:54,420 --> 00:19:57,220 zoom room. And so when they're my welcome 576 00:19:57,220 --> 00:19:58,780 gift, when people join my coaching program is 577 00:19:58,780 --> 00:20:00,300 actually something that I mail. It's actually 578 00:20:00,340 --> 00:20:02,620 a a gift box that I mail to them that has 579 00:20:02,620 --> 00:20:05,740 very specific things in it that meets them, 580 00:20:05,740 --> 00:20:07,100 where they are in that journey. 581 00:20:07,260 --> 00:20:11,860 Um, and so the variety of the delivery method 582 00:20:11,860 --> 00:20:14,180 matters. Um, I can't say there's like, 583 00:20:14,180 --> 00:20:16,020 hey, it should be 5 to 10. 584 00:20:16,060 --> 00:20:17,780 Like, I would never say that because I need 585 00:20:17,780 --> 00:20:19,900 to know what someone's doing now and how they 586 00:20:19,900 --> 00:20:21,460 are communicating with clients now. 587 00:20:21,700 --> 00:20:23,380 Um, versus then giving them like, 588 00:20:23,420 --> 00:20:24,980 okay, you're doing it this way. 589 00:20:24,980 --> 00:20:26,820 So let's add these three things in it and do 590 00:20:26,820 --> 00:20:27,580 them differently. 591 00:20:28,180 --> 00:20:30,660 Carol Cox: I like that idea that it is also variety. 592 00:20:30,660 --> 00:20:32,140 I'm just thinking for myself. So I use 593 00:20:32,140 --> 00:20:34,410 LinkedIn as basically the only social media 594 00:20:34,410 --> 00:20:36,010 platform that I use. 595 00:20:36,010 --> 00:20:38,290 And so I try to follow our clients whatever 596 00:20:38,290 --> 00:20:39,930 stage that they're at. Obviously, 597 00:20:39,930 --> 00:20:42,290 the algorithm chooses to show me whoever it 598 00:20:42,290 --> 00:20:44,970 shows me, but I do try to say if I see them, 599 00:20:45,010 --> 00:20:46,370 you know, they were at a speaking engagement 600 00:20:46,370 --> 00:20:48,290 or they got an award, I comment and 601 00:20:48,290 --> 00:20:49,410 congratulate them. 602 00:20:49,410 --> 00:20:51,570 But I'm just thinking that even for current 603 00:20:51,570 --> 00:20:53,930 clients, so clients who who are currently 604 00:20:53,930 --> 00:20:56,450 enrolled, we obviously send emails to them, 605 00:20:56,570 --> 00:20:58,130 you know, about upcoming calls and what they 606 00:20:58,130 --> 00:21:00,010 should be working on, but even maybe sending 607 00:21:00,010 --> 00:21:02,530 them a direct message on LinkedIn as more of 608 00:21:02,530 --> 00:21:05,170 a relationship touchpoint versus the here's 609 00:21:05,170 --> 00:21:07,090 what we're doing on the next call email 610 00:21:07,130 --> 00:21:07,850 touchpoint. 611 00:21:08,330 --> 00:21:09,690 Stacey Brown Randall: Yeah. And I think that's one thing that 612 00:21:09,690 --> 00:21:11,570 people have to pay attention to, to what 613 00:21:11,570 --> 00:21:14,170 works for them, particularly when you move to 614 00:21:14,210 --> 00:21:17,330 the active stage because it's in the active 615 00:21:17,330 --> 00:21:18,890 stage where the biggest pitfall you have to 616 00:21:18,930 --> 00:21:20,930 overcome is the lull of complacency. 617 00:21:22,210 --> 00:21:23,930 Like it's just we're doing our coaching 618 00:21:23,930 --> 00:21:25,290 calls, right. 619 00:21:25,290 --> 00:21:27,410 This happens, and then we're doing email 620 00:21:27,410 --> 00:21:29,490 checks or sending emails and we're sending 621 00:21:29,490 --> 00:21:30,730 zoom link and we're just showing up for 622 00:21:30,730 --> 00:21:32,690 coaching calls and reviewing your work, 623 00:21:32,690 --> 00:21:34,610 whatever it is like. And this happens a lot 624 00:21:34,610 --> 00:21:36,010 for coaches in particular, 625 00:21:36,210 --> 00:21:38,450 um, is like, it's that lull of complacency. 626 00:21:38,490 --> 00:21:39,970 It's the same with it doesn't really matter 627 00:21:39,970 --> 00:21:41,290 what you do. There's always a little 628 00:21:41,290 --> 00:21:43,890 complacency. So paying attention to how do we 629 00:21:43,890 --> 00:21:45,410 show up a little bit different. 630 00:21:46,250 --> 00:21:48,650 Um, and sometimes that means getting offline 631 00:21:48,650 --> 00:21:49,810 and going more analog. 632 00:21:49,810 --> 00:21:51,650 But that then comes into like a budget 633 00:21:51,650 --> 00:21:53,250 perspective. They get to pay attention to 634 00:21:53,290 --> 00:21:55,410 logistical lift. That's real too. 635 00:21:55,450 --> 00:21:57,330 So yes, sometimes it's being different. Like 636 00:21:57,370 --> 00:21:59,170 sometimes I tell folks like I had somebody, 637 00:21:59,170 --> 00:22:00,650 I was on a client call and he was like, I'm 638 00:22:00,650 --> 00:22:01,850 just going to email them. I'm like, no, 639 00:22:01,850 --> 00:22:03,970 you're not. You're going to send a video. 640 00:22:04,530 --> 00:22:05,930 You're going to say whatever you would say in 641 00:22:05,970 --> 00:22:07,330 that email, but you're going to say it in a 642 00:22:07,330 --> 00:22:09,490 video because they need something different. 643 00:22:09,530 --> 00:22:10,970 He's like, I can do that, 644 00:22:11,210 --> 00:22:12,610 right? Like, I don't need you to, like, mail 645 00:22:12,610 --> 00:22:13,930 him a card every time you're trying to tell 646 00:22:13,930 --> 00:22:16,210 him something relationship based. But a video 647 00:22:16,210 --> 00:22:18,050 is better than yet another email. 648 00:22:18,410 --> 00:22:20,170 Carol Cox: Oh, I love that because, like, loom is so 649 00:22:20,170 --> 00:22:22,650 easy to use and then you can just embed it in 650 00:22:22,650 --> 00:22:24,450 the email. And the other thing that I have 651 00:22:24,450 --> 00:22:26,290 not done, but it reminds me that I should, is 652 00:22:26,290 --> 00:22:29,170 that sometimes I will get LinkedIn audio 653 00:22:29,170 --> 00:22:31,290 messages. So direct messages on LinkedIn. 654 00:22:31,290 --> 00:22:33,930 But there you can record up to a minute at a 655 00:22:33,930 --> 00:22:36,730 time. And so I've gotten that from from women 656 00:22:36,730 --> 00:22:38,010 colleagues that I know. And I'm like, oh, 657 00:22:38,050 --> 00:22:40,370 it's always it's so nice to hear their voice. 658 00:22:40,370 --> 00:22:41,930 And they can only really leave a minute or 659 00:22:41,930 --> 00:22:43,370 two message. That's it. 660 00:22:43,570 --> 00:22:45,610 Stacey Brown Randall: Yeah. On Instagram, they've now changed it 661 00:22:45,610 --> 00:22:47,490 where you can leave like indefinite messages, 662 00:22:47,530 --> 00:22:49,370 which I have found is not great for someone 663 00:22:49,370 --> 00:22:50,690 who can sometimes ramble. 664 00:22:50,690 --> 00:22:51,930 So I'm like, oh, LinkedIn. 665 00:22:51,970 --> 00:22:53,050 Like they keep it tight. 666 00:22:53,970 --> 00:22:55,810 Carol Cox: Yes. Okay, that's a great idea. I love this 667 00:22:55,810 --> 00:22:57,530 idea of the variety too. Okay. So then Stacy, 668 00:22:57,570 --> 00:23:00,410 let's talk briefly about the alumni stage. 669 00:23:00,610 --> 00:23:03,650 So for example, in here in our programs we 670 00:23:03,650 --> 00:23:05,170 have our thought leader academy. So women 671 00:23:05,170 --> 00:23:07,570 work with us and then they graduate and then 672 00:23:07,570 --> 00:23:09,170 they're in our alumni stage. 673 00:23:09,170 --> 00:23:11,250 So what what does that look like as far as 674 00:23:11,250 --> 00:23:13,490 relationship building and keeping referrals 675 00:23:13,490 --> 00:23:14,170 in mind? 676 00:23:14,410 --> 00:23:16,130 Stacey Brown Randall: Yeah. So actually at the alumni stage, 677 00:23:16,130 --> 00:23:17,850 there's no more work touch points. The only 678 00:23:17,850 --> 00:23:19,810 thing you have are relationship based touch 679 00:23:19,850 --> 00:23:21,650 points. Now, sometimes people use their 680 00:23:21,650 --> 00:23:24,090 alumni stage to bring people back to be a 681 00:23:24,090 --> 00:23:25,130 repeat client. Right. 682 00:23:25,170 --> 00:23:26,610 That's something that's not always what 683 00:23:26,610 --> 00:23:28,570 everybody's business is structured as to do 684 00:23:28,570 --> 00:23:29,920 that. So in some cases, 685 00:23:29,920 --> 00:23:32,080 if you're if the goal of of my client is 686 00:23:32,080 --> 00:23:34,400 like, hey, I want repeat clients in addition 687 00:23:34,400 --> 00:23:35,920 to referrals, then we may look at it a little 688 00:23:35,920 --> 00:23:37,680 bit differently, but most of the time the 689 00:23:37,720 --> 00:23:40,320 work is done and them giving you a 690 00:23:40,320 --> 00:23:42,560 testimonial would be great. Then continuing 691 00:23:42,600 --> 00:23:44,480 to say great things about you online would be 692 00:23:44,480 --> 00:23:46,120 wonderful, but you really ultimately after 693 00:23:46,120 --> 00:23:48,520 the referrals. But all you have at that point 694 00:23:48,520 --> 00:23:50,640 are the relationship based touchpoints. 695 00:23:50,840 --> 00:23:53,320 And so it is an opportunity for you really. 696 00:23:53,320 --> 00:23:55,160 And I look at it this way most of the time 697 00:23:55,160 --> 00:23:57,120 when I'm working with clients, we are talking 698 00:23:57,120 --> 00:23:58,800 about staying top of mind. 699 00:23:59,120 --> 00:24:00,640 But when you get to the alumni stage, 700 00:24:00,640 --> 00:24:03,280 it really is like a step down from that. 701 00:24:03,280 --> 00:24:06,160 And in terms of like keeping in touch and 702 00:24:06,160 --> 00:24:07,920 really being like, I just like you had this 703 00:24:07,920 --> 00:24:09,560 great experience with me. I want to make sure 704 00:24:09,560 --> 00:24:11,040 I'm popping up in your life, 705 00:24:11,080 --> 00:24:12,680 right, so you don't have the opportunity to 706 00:24:12,720 --> 00:24:14,640 forget about me. 707 00:24:14,640 --> 00:24:16,320 And so that can look very different for 708 00:24:16,320 --> 00:24:17,720 different people. For me. 709 00:24:17,880 --> 00:24:19,760 Um, once you're a client of mine and then you 710 00:24:19,760 --> 00:24:21,160 become an alumni client, 711 00:24:21,200 --> 00:24:22,640 the point is for everybody to eventually 712 00:24:22,640 --> 00:24:25,400 graduate, right? Um, is that you're always 713 00:24:25,400 --> 00:24:27,560 going to get up to at least your first so 714 00:24:27,560 --> 00:24:29,440 many years our holiday card. 715 00:24:29,480 --> 00:24:31,000 Now the difference with that is, 716 00:24:31,040 --> 00:24:33,080 is our holiday cards are a bit of a 717 00:24:33,080 --> 00:24:36,240 production. Like we theme them out. 718 00:24:36,240 --> 00:24:38,040 The family all participates. 719 00:24:38,080 --> 00:24:39,720 Usually they are not happy with me, 720 00:24:39,720 --> 00:24:42,520 but like for one card we did 11 different 721 00:24:42,520 --> 00:24:45,000 outfit changes and location changes. 722 00:24:45,640 --> 00:24:47,520 Carol Cox: Oh my gosh Stacy, you are hardcore. 723 00:24:47,880 --> 00:24:49,360 Stacey Brown Randall: Like when I say production, 724 00:24:49,480 --> 00:24:51,160 they are production. 725 00:24:51,160 --> 00:24:53,640 I actually have one of them in the book in 726 00:24:53,640 --> 00:24:55,320 the Referable Client Experience book, 727 00:24:55,360 --> 00:24:57,600 and we link to more like in the Insider 728 00:24:57,600 --> 00:24:58,680 resource page. 729 00:24:59,040 --> 00:25:01,520 But anyways, so like for me sending that out 730 00:25:01,560 --> 00:25:03,760 is like there are some people obviously not 731 00:25:03,760 --> 00:25:05,600 every not every person's like anticipating 732 00:25:05,600 --> 00:25:07,480 it, but like it comes and it makes a 733 00:25:07,480 --> 00:25:10,000 statement. Right. It has an impact and it's a 734 00:25:10,000 --> 00:25:11,480 way for them to like, you know, 735 00:25:11,520 --> 00:25:13,720 remember me like staying in like keeping in 736 00:25:13,720 --> 00:25:15,640 touch. Right? Staying in touch. But there are 737 00:25:15,640 --> 00:25:17,240 other things that you can do that are more 738 00:25:17,240 --> 00:25:18,800 driven on more of that. 739 00:25:18,840 --> 00:25:20,440 Hey, I'm just trying to like, stay on your 740 00:25:20,440 --> 00:25:24,520 radar because the idea behind the ability to 741 00:25:24,560 --> 00:25:26,280 be able to generate referrals, first and 742 00:25:26,360 --> 00:25:28,080 foremost is that I can't forget about you. 743 00:25:28,680 --> 00:25:30,000 And then. Right. 744 00:25:30,040 --> 00:25:31,760 You need to make sure that you're staying in, 745 00:25:31,800 --> 00:25:33,320 like, staying in touch, keeping top of mind, 746 00:25:33,360 --> 00:25:35,560 staying in touch. Um, and then it gives you 747 00:25:35,560 --> 00:25:36,800 that opportunity to maintain that 748 00:25:36,800 --> 00:25:38,720 relationship. Now, if you have a client 749 00:25:38,720 --> 00:25:40,320 that's in your alumni stage and you're 750 00:25:40,320 --> 00:25:41,720 sitting in like a holiday card, 751 00:25:41,720 --> 00:25:43,240 and maybe they're invited to a client 752 00:25:43,280 --> 00:25:44,760 appreciation event for a couple of years 753 00:25:44,760 --> 00:25:46,600 after, and then maybe you're sending them 754 00:25:46,640 --> 00:25:49,510 like this random video for one like 4th of 755 00:25:49,510 --> 00:25:51,160 July or something like that. Like, let's not 756 00:25:51,160 --> 00:25:52,680 let's let's manage our expectations. And 757 00:25:52,680 --> 00:25:54,080 don't think that's going to unleash a river 758 00:25:54,080 --> 00:25:56,320 of referrals from that alumni client. 759 00:25:56,480 --> 00:25:58,800 Um, but if you add in some other things, 760 00:25:58,800 --> 00:26:01,120 sometimes it's just like the check in like, 761 00:26:01,120 --> 00:26:02,200 hey, I just want to check in and see how 762 00:26:02,200 --> 00:26:04,200 you're doing. There's some things you can do 763 00:26:04,200 --> 00:26:05,960 that are just more time valuable, 764 00:26:06,000 --> 00:26:08,800 as seen by the other person that allows them 765 00:26:08,800 --> 00:26:11,560 to be like, now you start working your way 766 00:26:11,560 --> 00:26:12,920 back into their memory bank. 767 00:26:13,040 --> 00:26:14,520 And that's the big thing I want people to 768 00:26:14,520 --> 00:26:16,880 understand, to be able to direct how someone 769 00:26:16,880 --> 00:26:19,080 thinks about you, like sending you referrals, 770 00:26:19,280 --> 00:26:21,520 you first have to impact how they feel about 771 00:26:21,520 --> 00:26:23,880 you, and then you've earned the right to 772 00:26:23,920 --> 00:26:25,950 plant referral seeds and in direct the 773 00:26:25,950 --> 00:26:27,670 language and the words that you speak to 774 00:26:27,710 --> 00:26:29,110 direct how they think about you. 775 00:26:29,110 --> 00:26:31,150 And it really does work in that order. 776 00:26:31,990 --> 00:26:34,390 Carol Cox: Stacey, let's talk about how this applies to 777 00:26:34,430 --> 00:26:36,510 speaking engagements, because of course, 778 00:26:36,510 --> 00:26:39,390 everyone loves to get those inbound speaking 779 00:26:39,390 --> 00:26:41,390 requests. You know, the email or the LinkedIn 780 00:26:41,390 --> 00:26:42,710 message that says, oh, I, 781 00:26:42,870 --> 00:26:45,590 I, you know, I found you or someone told me 782 00:26:45,590 --> 00:26:47,310 about you and I would love for you to come 783 00:26:47,350 --> 00:26:49,230 speak at my event and we have a budget to pay 784 00:26:49,230 --> 00:26:51,270 you, right? So that's great. 785 00:26:51,270 --> 00:26:53,830 So then how can we make it more likely that 786 00:26:53,830 --> 00:26:56,270 when we are working with event organizers 787 00:26:56,270 --> 00:26:58,030 that we're getting referrals, 788 00:26:58,070 --> 00:26:59,510 maybe back to their own events, 789 00:26:59,510 --> 00:27:01,710 but to other event organizers that they know? 790 00:27:02,070 --> 00:27:03,230 Stacey Brown Randall: Yeah. So here's the thing. 791 00:27:03,230 --> 00:27:05,470 I think the number one thing to pay attention 792 00:27:05,470 --> 00:27:08,950 to is that what most people overlook is that 793 00:27:08,950 --> 00:27:10,950 they look at working with that event 794 00:27:10,950 --> 00:27:14,150 organizer in the just the singularity of that 795 00:27:14,150 --> 00:27:15,830 one speaking engagement. 796 00:27:15,830 --> 00:27:18,470 And that event organizer is now your client, 797 00:27:18,470 --> 00:27:20,790 and they need a client experience as well. 798 00:27:20,790 --> 00:27:22,470 And if you're doing a lot of speaking, this 799 00:27:22,470 --> 00:27:24,550 is easier for you to set up in your business 800 00:27:24,550 --> 00:27:26,310 versus if you're like me and you do speaking, 801 00:27:26,310 --> 00:27:28,030 but you really do wait for the phone to ring. 802 00:27:28,390 --> 00:27:30,110 You really do wait for the person to be like, 803 00:27:30,110 --> 00:27:31,550 I need you. And you're like, great, what's 804 00:27:31,550 --> 00:27:34,590 your budget? Um, and so if you're really 805 00:27:34,590 --> 00:27:36,430 trying to build your speaking career, 806 00:27:36,430 --> 00:27:38,790 you have to treat the people who book you. 807 00:27:38,830 --> 00:27:40,750 They are your client, whether they are within 808 00:27:40,750 --> 00:27:42,510 an organization, and they may or may not be 809 00:27:42,510 --> 00:27:43,550 able to book you again, 810 00:27:43,790 --> 00:27:45,590 or they're within an association and they 811 00:27:45,590 --> 00:27:47,190 have lots of other people like them in the 812 00:27:47,190 --> 00:27:48,270 organization they know, 813 00:27:48,470 --> 00:27:50,230 or lots of other associations that they're 814 00:27:50,230 --> 00:27:52,070 serving that they could bring you into. 815 00:27:52,270 --> 00:27:55,230 They have a new active and alumni stage as 816 00:27:55,230 --> 00:27:57,110 well, and you need to build out what that 817 00:27:57,110 --> 00:27:59,630 looks like from a speaker's perspective so 818 00:27:59,630 --> 00:28:01,110 that you can, you know, 819 00:28:01,150 --> 00:28:02,590 deliver the great work. 820 00:28:02,590 --> 00:28:05,590 But it is not just about the time that you 821 00:28:05,590 --> 00:28:07,270 show up and you're on stage and then you walk 822 00:28:07,270 --> 00:28:08,310 off stage, right? 823 00:28:08,350 --> 00:28:09,670 That's what I refer to when people are 824 00:28:09,670 --> 00:28:11,070 sitting in the audience and they see you 825 00:28:11,070 --> 00:28:12,750 speak and they're like, I want her. 826 00:28:12,870 --> 00:28:13,950 Yep, that's who I want. 827 00:28:13,990 --> 00:28:16,550 That's like the right people in referrals 828 00:28:16,550 --> 00:28:18,030 that I teach from a client experience. You 829 00:28:18,030 --> 00:28:20,390 don't know the right people when they show up 830 00:28:20,390 --> 00:28:21,910 in your client experience. 831 00:28:21,910 --> 00:28:23,590 They just reveal themselves by starting to 832 00:28:23,630 --> 00:28:25,350 refer you and you're like, oh, that one got a 833 00:28:25,350 --> 00:28:26,710 live one. This is good, right? 834 00:28:26,990 --> 00:28:29,230 Same thing. But with your person who's 835 00:28:29,230 --> 00:28:30,670 booking you, that's where you have the 836 00:28:30,670 --> 00:28:32,070 potential for more. 837 00:28:32,070 --> 00:28:33,950 And you know who that person is. 838 00:28:33,990 --> 00:28:35,670 And you need to manage them through that same 839 00:28:35,670 --> 00:28:36,870 process of that referral, 840 00:28:36,870 --> 00:28:38,870 client experience, work and relationship 841 00:28:38,910 --> 00:28:41,990 touchpoints and making sure that you are 842 00:28:42,030 --> 00:28:45,950 extending that ongoing relationship with 843 00:28:45,950 --> 00:28:47,310 them. So, for instance, 844 00:28:47,710 --> 00:28:49,430 if you're speaking at a large conference and 845 00:28:49,430 --> 00:28:51,150 you've got an event organiser that's booking 846 00:28:51,150 --> 00:28:52,710 you and a bunch of other people, 847 00:28:52,750 --> 00:28:54,430 you know the number one thing they probably 848 00:28:54,430 --> 00:28:57,270 need when the event is all over with is that 849 00:28:57,270 --> 00:28:58,590 you survived it. Gift. 850 00:28:59,430 --> 00:29:00,510 Carol Cox: Oh, that's a great idea, 851 00:29:00,550 --> 00:29:01,190 right? 852 00:29:01,230 --> 00:29:02,590 Stacey Brown Randall: Right. Like, hey, you, 853 00:29:02,630 --> 00:29:04,710 thanks for having me. You survived it. 854 00:29:04,750 --> 00:29:06,030 It was so exciting. Like, 855 00:29:06,310 --> 00:29:07,390 you don't need to say anything about 856 00:29:07,390 --> 00:29:09,030 referrals or something like that to work. I 857 00:29:09,030 --> 00:29:10,230 mean, truly right. 858 00:29:10,270 --> 00:29:12,470 It's like it's just the whole idea that as 859 00:29:12,470 --> 00:29:14,510 this one speaker, you showed up differently. 860 00:29:15,350 --> 00:29:16,990 Like, I have a friend who does a lot of 861 00:29:16,990 --> 00:29:18,750 speaking, and he was like, 862 00:29:18,790 --> 00:29:20,310 he was we were talking about the content of 863 00:29:20,310 --> 00:29:21,980 this book long before it ever came out. 864 00:29:22,020 --> 00:29:23,300 And he was like, and he asked the same 865 00:29:23,300 --> 00:29:24,540 question, you did care. Like, what does this 866 00:29:24,540 --> 00:29:25,820 look like for a speaker? And I'm like, are 867 00:29:25,820 --> 00:29:26,940 you kidding? It's like, 868 00:29:26,980 --> 00:29:28,940 you can totally relate this to speaking 869 00:29:28,940 --> 00:29:30,500 because the person who books you is the 870 00:29:30,500 --> 00:29:32,500 client and they have new active stage. 871 00:29:32,500 --> 00:29:33,940 And I was like, oh my gosh. I was like, why 872 00:29:33,940 --> 00:29:36,380 don't you just send a you survived gift 873 00:29:36,380 --> 00:29:37,900 afterwards? Like a self-care, 874 00:29:38,100 --> 00:29:40,100 right? Kind of like small gift box. 875 00:29:40,100 --> 00:29:41,460 Something in your budget, something you can 876 00:29:41,460 --> 00:29:42,900 afford. And I kid you not, 877 00:29:42,940 --> 00:29:45,580 he got like 4 or 5 referrals for additional 878 00:29:45,580 --> 00:29:47,540 speaking engagements. After that. Some came 879 00:29:47,540 --> 00:29:49,500 from the person who sent the gift to and some 880 00:29:49,500 --> 00:29:51,340 came from people she told that were also 881 00:29:51,340 --> 00:29:52,540 looking to book speakers. 882 00:29:52,820 --> 00:29:54,660 Carol Cox: Yes, because not only as a speaker, 883 00:29:54,660 --> 00:29:56,140 you're going to do an excellent job. But like 884 00:29:56,140 --> 00:29:57,660 you said, you have to be memorable. 885 00:29:57,660 --> 00:29:59,980 People have so much going on. 886 00:30:00,140 --> 00:30:01,940 You know, people are drowning in information 887 00:30:01,940 --> 00:30:03,820 and emails and especially running events. 888 00:30:03,820 --> 00:30:05,340 And then for you to do something like that, 889 00:30:05,340 --> 00:30:06,500 you will stand out. 890 00:30:06,740 --> 00:30:08,020 Stacey Brown Randall: Yes, absolutely. 891 00:30:08,620 --> 00:30:10,580 Carol Cox: Okay. So I love that. I love these examples. 892 00:30:10,860 --> 00:30:12,380 These are really helpful to us. 893 00:30:12,420 --> 00:30:15,340 And so then let's think about uh, 894 00:30:15,340 --> 00:30:17,900 I have let me ask you this about whether it's 895 00:30:17,900 --> 00:30:20,220 clients or event organizers. 896 00:30:20,460 --> 00:30:24,340 So I oftentimes I will schedule a zoom call 897 00:30:24,340 --> 00:30:26,260 with event organizer for after the event, 898 00:30:26,300 --> 00:30:28,300 you know, after they have survived it and did 899 00:30:28,340 --> 00:30:30,340 their their self-care and their rest and 900 00:30:30,340 --> 00:30:31,580 recovery. So maybe it's, 901 00:30:31,620 --> 00:30:32,940 you know, a two weeks later. 902 00:30:32,940 --> 00:30:34,260 So I'll do a zoom call with them because I 903 00:30:34,260 --> 00:30:36,900 want to get feedback from them about how it 904 00:30:36,940 --> 00:30:40,220 went and from the audience takeaways were any 905 00:30:40,220 --> 00:30:41,980 surveys and things like that. And then 906 00:30:42,020 --> 00:30:44,300 oftentimes either myself or if my client is 907 00:30:44,300 --> 00:30:46,620 doing this, we will say something like, 908 00:30:46,660 --> 00:30:48,100 you know, do you know any other event 909 00:30:48,100 --> 00:30:50,820 organizers or other events who could use a 910 00:30:50,820 --> 00:30:53,020 speaker like me, a speaker on my topic, 911 00:30:53,260 --> 00:30:55,780 and my clients have gotten well paid 912 00:30:55,820 --> 00:30:59,060 opportunities from those referrals. 913 00:30:59,060 --> 00:31:02,740 So is that considered a soft ask versus a no 914 00:31:02,740 --> 00:31:03,460 no ask? 915 00:31:04,340 --> 00:31:05,660 Stacey Brown Randall: So here's the thing. Here's the thing. I 916 00:31:05,660 --> 00:31:07,740 always tell folks I am not interested in 917 00:31:07,740 --> 00:31:09,500 breaking anything that works in your 918 00:31:09,500 --> 00:31:10,860 business, right? 919 00:31:11,060 --> 00:31:14,380 My the way I would want to give direct 920 00:31:14,380 --> 00:31:16,780 information to to your clients about this is 921 00:31:16,780 --> 00:31:19,180 how many times have you asked it and how many 922 00:31:19,180 --> 00:31:21,380 times does it produce results and are there 923 00:31:21,380 --> 00:31:22,500 any patterns there? 924 00:31:22,620 --> 00:31:25,100 So for example, if you have a client who is 925 00:31:25,100 --> 00:31:27,300 asking that question of the event planner 926 00:31:27,300 --> 00:31:29,940 after the event, and it's for more speaking 927 00:31:29,940 --> 00:31:32,500 engagement that that event planner is looking 928 00:31:32,500 --> 00:31:34,380 to book, and that's where the referrals are 929 00:31:34,380 --> 00:31:36,700 coming from. Well, that's a different ask 930 00:31:36,740 --> 00:31:38,740 than can you refer me to other people like 931 00:31:38,740 --> 00:31:41,180 you who are also booking speakers? 932 00:31:41,780 --> 00:31:43,540 Right. So I think it depends on how you 933 00:31:43,540 --> 00:31:45,780 position it. Um, if you tell me you've asked 934 00:31:45,780 --> 00:31:47,740 it 50 times and you've only landed one 935 00:31:47,740 --> 00:31:49,540 speaking engagement from you from it. 936 00:31:49,580 --> 00:31:52,580 My fear is, is that the 49 that are now 937 00:31:52,620 --> 00:31:55,260 turned off for the one that you wanted to 938 00:31:55,260 --> 00:31:56,700 get. I'm not taking anything away from the 939 00:31:56,700 --> 00:31:57,740 one that you landed. 940 00:31:57,860 --> 00:32:02,500 I'm just saying that if you ask that person 941 00:32:02,540 --> 00:32:04,500 like, hey, do you have any other 942 00:32:04,540 --> 00:32:06,380 opportunities or do you know of anybody who's 943 00:32:06,380 --> 00:32:07,700 also booking speakers? 944 00:32:07,900 --> 00:32:09,620 Right. If you ask that person, 945 00:32:09,820 --> 00:32:12,780 the trigger for them to refer to you was your 946 00:32:12,780 --> 00:32:17,650 ask. It isn't building the thought process in 947 00:32:17,650 --> 00:32:19,650 their minds by how you take care of them and 948 00:32:19,650 --> 00:32:21,690 how you show up, and how you plant referral 949 00:32:21,690 --> 00:32:24,010 seeds. That triggers future referrals. 950 00:32:24,010 --> 00:32:25,810 And that's the difference I want people to 951 00:32:25,850 --> 00:32:27,810 make. Like, yeah, there are people who ask 952 00:32:27,810 --> 00:32:29,210 and there are people who get some referrals, 953 00:32:29,210 --> 00:32:30,890 but how many times do you ask, 954 00:32:30,890 --> 00:32:33,450 how many times does it actually work? And 955 00:32:33,770 --> 00:32:35,810 could you consider shifting it to look a 956 00:32:35,810 --> 00:32:36,970 little bit different? 957 00:32:37,010 --> 00:32:38,970 Right, in terms of now that becomes the 958 00:32:38,970 --> 00:32:40,410 trigger. And so if you're not always asking 959 00:32:40,410 --> 00:32:41,810 them, maybe they won't think to actually 960 00:32:41,810 --> 00:32:44,930 refer you. So again if you ask and people are 961 00:32:44,930 --> 00:32:46,490 like, hey, every third person I ask, 962 00:32:46,490 --> 00:32:48,250 I get a speaking engagement. I would never 963 00:32:48,250 --> 00:32:49,330 tell you not to. Right? 964 00:32:49,330 --> 00:32:50,850 You're doing something right. 965 00:32:50,850 --> 00:32:53,010 I would love to analyze your language because 966 00:32:53,010 --> 00:32:54,530 I bet it's not very direct. 967 00:32:54,810 --> 00:32:57,250 I bet it's like circumventing it just a 968 00:32:57,250 --> 00:32:58,690 little bit, which is probably helpful because 969 00:32:58,690 --> 00:33:00,210 it doesn't feel so like, okay, 970 00:33:00,250 --> 00:33:01,450 don't give me work to do. 971 00:33:01,650 --> 00:33:03,010 Just that's what people don't want. They 972 00:33:03,010 --> 00:33:03,290 don't. 973 00:33:03,290 --> 00:33:04,370 Carol Cox: Yes, yes. 974 00:33:04,530 --> 00:33:05,610 Stacey Brown Randall: To give them work to do. 975 00:33:05,610 --> 00:33:07,890 So it is important in terms of how you 976 00:33:07,890 --> 00:33:09,090 position your language. 977 00:33:09,090 --> 00:33:11,250 But if it's not working or it works one every 978 00:33:11,250 --> 00:33:12,490 50 times I'm like, oh my gosh, 979 00:33:12,490 --> 00:33:13,890 please stop asking because you may be 980 00:33:13,890 --> 00:33:15,250 damaging relationships. 981 00:33:15,450 --> 00:33:16,530 Carol Cox: Yes. Collect data. 982 00:33:16,570 --> 00:33:19,610 I'm such a big believer in tracking data 983 00:33:19,610 --> 00:33:21,210 sources where things come from, 984 00:33:21,210 --> 00:33:23,210 so thank you for that. Stacy I yes, 985 00:33:23,210 --> 00:33:24,290 I could not agree more. 986 00:33:24,490 --> 00:33:26,130 Okay, so I have a few more questions for you 987 00:33:26,130 --> 00:33:27,810 that I want to dig into. 988 00:33:27,850 --> 00:33:30,450 So is there anything surprising or 989 00:33:30,490 --> 00:33:32,570 counterintuitive that you've learned about 990 00:33:32,610 --> 00:33:35,050 referrals from the clients that you've worked 991 00:33:35,050 --> 00:33:37,730 with? Beyond just the asking directly usually 992 00:33:37,730 --> 00:33:39,650 doesn't work, but anything else surprising or 993 00:33:39,650 --> 00:33:40,730 counterintuitive? 994 00:33:41,930 --> 00:33:43,810 Stacey Brown Randall: Yeah, I think that sometimes what people 995 00:33:43,810 --> 00:33:46,770 don't expect is that you can't plant 1 or 2 996 00:33:46,770 --> 00:33:48,490 referral seeds and think you're going to 997 00:33:48,490 --> 00:33:50,650 unleash some type of river of referrals. 998 00:33:50,970 --> 00:33:52,570 Like in theory, I say that and you're like, 999 00:33:52,570 --> 00:33:53,810 that makes perfect sense. But then when 1000 00:33:53,810 --> 00:33:55,410 you're a client of mine and you're like doing 1001 00:33:55,410 --> 00:33:57,450 it, you're like, when are they coming? I'm 1002 00:33:57,450 --> 00:33:58,890 like, nobody has an eight ball. 1003 00:33:59,490 --> 00:34:01,130 Like, we don't know. And some of your 1004 00:34:01,130 --> 00:34:02,490 clients, I always tell folks, I'm like, 1005 00:34:02,490 --> 00:34:04,370 listen, if 20 to 30% of your clients are 1006 00:34:04,370 --> 00:34:06,170 referring you, you're actually doing great. 1007 00:34:06,170 --> 00:34:08,170 That's a good baseline to get to. 1008 00:34:08,530 --> 00:34:10,290 Then we can improve from there. 1009 00:34:10,290 --> 00:34:11,970 But let's not jump into this being like 1010 00:34:12,010 --> 00:34:14,050 thinking you're gonna go from 0 to 75% 1011 00:34:14,050 --> 00:34:15,930 referring you because you planted a couple of 1012 00:34:15,930 --> 00:34:17,890 referral seeds, or you did a couple of like, 1013 00:34:17,890 --> 00:34:20,770 welcome cards, like it is a it's an 1014 00:34:20,770 --> 00:34:23,170 intentional, repeatable process where you're 1015 00:34:23,170 --> 00:34:26,450 percolating the idea of referrals in moments 1016 00:34:26,450 --> 00:34:27,970 that you have in your business, 1017 00:34:27,970 --> 00:34:29,930 where referrals are maybe more likely to 1018 00:34:29,930 --> 00:34:31,610 happen, and that you're repeatable with it 1019 00:34:31,610 --> 00:34:33,210 and you're doing it for every client. 1020 00:34:33,210 --> 00:34:35,410 And we're seeing who it actually produces 1021 00:34:35,410 --> 00:34:36,890 referrals from. 1022 00:34:37,050 --> 00:34:38,450 Right. And then we're testing those kind of 1023 00:34:38,490 --> 00:34:40,090 things out. So I think sometimes people are 1024 00:34:40,090 --> 00:34:41,650 like, well, I said the thing and I'm like, 1025 00:34:42,410 --> 00:34:45,010 okay, like, what did you you said a thing 1026 00:34:45,050 --> 00:34:47,170 like you said one thing like, I had a client 1027 00:34:47,170 --> 00:34:48,690 that I worked with the same way. Like he was 1028 00:34:48,690 --> 00:34:50,170 like, I'm doing the thing. I'm like, yeah. 1029 00:34:50,170 --> 00:34:52,250 And you're like white knuckling every 1030 00:34:52,250 --> 00:34:54,570 conversation you have planting the referral 1031 00:34:54,570 --> 00:34:56,530 seeds, and you're almost doing it like you're 1032 00:34:56,530 --> 00:34:57,810 daring it not to work. 1033 00:34:57,810 --> 00:34:59,770 And guess what? It's not working. 1034 00:34:59,770 --> 00:35:01,690 Because, like, we sense that this isn't 1035 00:35:01,730 --> 00:35:02,850 genuine for you. 1036 00:35:03,010 --> 00:35:04,570 And they totally switched his focus. 1037 00:35:04,570 --> 00:35:06,490 And in one quarter he got six referrals. 1038 00:35:07,450 --> 00:35:09,410 So I'm like, so some of this is the belief 1039 00:35:09,410 --> 00:35:11,090 that it can work. The second thing is, 1040 00:35:11,130 --> 00:35:12,810 is the belief that it's not going to work on 1041 00:35:12,810 --> 00:35:15,000 your timetable and I can't predict. 1042 00:35:15,000 --> 00:35:16,530 And it's not going to happen because you do 1 1043 00:35:16,530 --> 00:35:18,840 or 2 things. It is an experience. 1044 00:35:19,560 --> 00:35:22,840 Carol Cox: Yes. And I tell our podcast listeners and our 1045 00:35:22,840 --> 00:35:24,840 clients the same thing about public speaking, 1046 00:35:25,200 --> 00:35:26,360 that it takes time. 1047 00:35:26,360 --> 00:35:28,400 It takes time to build your network. 1048 00:35:28,440 --> 00:35:31,960 It takes time to build your reputation as a 1049 00:35:31,960 --> 00:35:34,000 speaker. You go do 1 or 2 speaking 1050 00:35:34,000 --> 00:35:35,600 engagements. Great. 1051 00:35:35,640 --> 00:35:37,520 Now you're going to get the ball rolling, but 1052 00:35:37,520 --> 00:35:39,720 it takes a while for it to to pick up speed. 1053 00:35:39,720 --> 00:35:41,920 It's not going to happen in one month. 1054 00:35:41,960 --> 00:35:43,560 Like it's just right. It's just not going to 1055 00:35:43,560 --> 00:35:45,560 do that. So you have to be realistic, 1056 00:35:45,560 --> 00:35:47,880 but you also have to get the ball started, 1057 00:35:48,400 --> 00:35:51,040 right? You can't just keep waiting for it. 1058 00:35:51,320 --> 00:35:52,520 All right. So then Stacy, 1059 00:35:52,840 --> 00:35:54,680 so think of this idea of getting the ball 1060 00:35:54,680 --> 00:35:57,200 started for the listeners out there. 1061 00:35:57,200 --> 00:35:59,680 If they could take one action this week to 1062 00:35:59,760 --> 00:36:01,920 start creating a more referable client 1063 00:36:01,920 --> 00:36:04,000 experience, what would you suggest? 1064 00:36:04,440 --> 00:36:06,400 Stacey Brown Randall: Okay, this may not be the answer that your 1065 00:36:06,400 --> 00:36:07,960 audience really wants to hear, because it's 1066 00:36:07,960 --> 00:36:09,840 not. Some like, flash in the pan like, 1067 00:36:09,880 --> 00:36:11,640 hey, let's say this one plant, 1068 00:36:11,640 --> 00:36:13,560 this one referral seed or let's do this one 1069 00:36:13,560 --> 00:36:16,120 tactic. But I really think what people forget 1070 00:36:16,120 --> 00:36:18,920 is that before the referral piece can work, 1071 00:36:18,960 --> 00:36:20,520 you really have to pay attention to what 1072 00:36:20,520 --> 00:36:22,840 you're already executing on within your 1073 00:36:22,840 --> 00:36:24,240 client experience, right? 1074 00:36:24,280 --> 00:36:25,600 Like I see people all the time, 1075 00:36:25,600 --> 00:36:27,320 they're like, I want to add this wow factor 1076 00:36:27,320 --> 00:36:28,920 and then plant these referral seeds. 1077 00:36:28,920 --> 00:36:31,000 And I'm like, yeah, but your clients are 1078 00:36:31,000 --> 00:36:32,760 really hoping you just fix this one part of 1079 00:36:32,760 --> 00:36:34,200 your process first, right? 1080 00:36:34,240 --> 00:36:36,720 So the example I like to share is like, 1081 00:36:36,760 --> 00:36:38,840 you know, my husband and I go to a gym that's 1082 00:36:38,840 --> 00:36:40,880 near our house, and I walked in one day and 1083 00:36:40,880 --> 00:36:42,480 there was like this sign out. It was like 1084 00:36:42,520 --> 00:36:45,680 $60,000 invested in new equipment. 1085 00:36:45,880 --> 00:36:47,760 And I looked at the sign and I was like, 1086 00:36:47,760 --> 00:36:49,560 I just wish the water out of the water 1087 00:36:49,560 --> 00:36:51,760 fountain was cold and not lukewarm. 1088 00:36:52,600 --> 00:36:54,240 Can we do that before you give me a whole 1089 00:36:54,240 --> 00:36:55,520 bunch of more equipment? 1090 00:36:55,560 --> 00:36:58,320 Like, sometimes it really is about looking at 1091 00:36:58,320 --> 00:36:59,760 how do you communicate? How do you set 1092 00:36:59,760 --> 00:37:01,880 expectations, how do you deliver on the work 1093 00:37:01,880 --> 00:37:04,240 you do? Do all of your automations are they 1094 00:37:04,240 --> 00:37:05,400 working as they should? 1095 00:37:05,440 --> 00:37:07,440 Do you actually have a blend of automation, 1096 00:37:07,720 --> 00:37:09,240 which I know allows you to be efficient, but 1097 00:37:09,240 --> 00:37:10,320 also engagement? 1098 00:37:10,520 --> 00:37:12,640 Do you have a blend of like the work you do 1099 00:37:12,640 --> 00:37:14,480 and the relationship you're building? Like, 1100 00:37:14,520 --> 00:37:16,280 pay attention to what you're doing now and 1101 00:37:16,280 --> 00:37:18,120 fix the basics before you're like, 1102 00:37:18,120 --> 00:37:19,960 okay, now let me take this up a level. 1103 00:37:20,320 --> 00:37:22,040 Carol Cox: Mhm. So maybe they could just like sit down 1104 00:37:22,080 --> 00:37:24,560 pen and paper, jot down the different touch 1105 00:37:24,600 --> 00:37:26,280 points that they're doing right now in a 1106 00:37:26,280 --> 00:37:28,600 typical client engagement that they have. 1107 00:37:28,640 --> 00:37:30,080 And then start looking to see how they can 1108 00:37:30,080 --> 00:37:31,520 make improvements and add some of those 1109 00:37:31,520 --> 00:37:33,640 relationship touch points as well. 1110 00:37:33,800 --> 00:37:36,320 Stacey Brown Randall: We actually in chapter two of the Referable 1111 00:37:36,320 --> 00:37:38,800 Client Experience, that is the exact process 1112 00:37:38,800 --> 00:37:40,480 is like write out what you're currently doing 1113 00:37:40,480 --> 00:37:41,840 now, not what you want to do, 1114 00:37:42,000 --> 00:37:43,480 not what you sometimes do, 1115 00:37:43,480 --> 00:37:44,920 but what are you doing now? 1116 00:37:44,960 --> 00:37:46,200 Map that out. 1117 00:37:46,200 --> 00:37:48,280 And then we use that as a baseline to how to 1118 00:37:48,280 --> 00:37:49,200 improve upon it. 1119 00:37:49,480 --> 00:37:51,120 Carol Cox: Well, so speaking of your book, Stacy, 1120 00:37:51,160 --> 00:37:53,760 tell us more about your book and where can we 1121 00:37:53,760 --> 00:37:54,320 get it? 1122 00:37:54,440 --> 00:37:56,760 Stacey Brown Randall: Yeah. So it's referable client experience. 1123 00:37:56,880 --> 00:37:59,000 Uh, the website for the book is the title 1124 00:37:59,040 --> 00:38:01,640 Referable Client Experience. Com and of 1125 00:38:01,640 --> 00:38:03,320 course, you can purchase it wherever books 1126 00:38:03,320 --> 00:38:05,800 are sold. So if you prefer audio book or 1127 00:38:05,800 --> 00:38:08,320 printed, all three versions are available. 1128 00:38:08,320 --> 00:38:10,030 Carol Cox: Fantastic. And it is out now. 1129 00:38:10,030 --> 00:38:12,310 I'll make sure to include links in the show 1130 00:38:12,310 --> 00:38:13,750 notes so you all can grab it there. 1131 00:38:13,750 --> 00:38:14,990 Go get Stacey's book. 1132 00:38:15,230 --> 00:38:18,150 I know having known Stacey now for seven 1133 00:38:18,150 --> 00:38:19,510 years over seven years. 1134 00:38:19,510 --> 00:38:21,990 Unbelievable. I love this like online women's 1135 00:38:21,990 --> 00:38:23,870 business community because I feel like I've 1136 00:38:23,870 --> 00:38:27,030 known so many of you all for so long and and 1137 00:38:27,030 --> 00:38:29,590 I really enjoy seeing everyone's growth and 1138 00:38:29,590 --> 00:38:30,790 their thought leadership develops. So 1139 00:38:30,790 --> 00:38:33,670 congratulations again Stacey on this book. 1140 00:38:33,710 --> 00:38:35,710 I can't wait to get a copy because we're 1141 00:38:35,710 --> 00:38:38,230 recording a couple of weeks before the the 1142 00:38:38,270 --> 00:38:39,350 book actually comes out, 1143 00:38:39,350 --> 00:38:41,270 so I can't wait to get my copy and to read it 1144 00:38:41,270 --> 00:38:43,350 and to start applying it here to the work 1145 00:38:43,350 --> 00:38:44,990 that we do and speaking your brand. 1146 00:38:45,190 --> 00:38:47,470 And also I'll make sure to include Stacey 1147 00:38:47,470 --> 00:38:49,230 links to your website, 1148 00:38:49,230 --> 00:38:51,590 the programs that you run as well as your 1149 00:38:51,590 --> 00:38:53,910 main social media platforms. 1150 00:38:54,190 --> 00:38:55,670 Stacey, thank you so much for taking the time 1151 00:38:55,670 --> 00:38:56,910 to come on the podcast. 1152 00:38:57,150 --> 00:38:58,990 Stacey Brown Randall: Thanks for having me, I appreciate it. 1153 00:38:58,990 --> 00:39:00,830 Carol Cox: Until next time, thanks for listening.