|Keith Ferrazzi, author of best-selling business books, Never Eat Alone and Who's Got Your Back?, and the keynote speaker at 2011 Serious Business.|
As Ferrazzi prepares his mainstage presentation for Serious Business (New Orleans, January 23-25), SALON TODAY took the opportunity to probe him on how his theories fit into the salon world:
ST: How does a salon owner maintain a personal relationship to the salon’s clients, when most of them have their relationship with their individual stylists?
Ferrazzi: “At Serious Business, we’ll talk a lot about virtual strategies, but in Never Eat Alone I coined a phrase called “pinging,” or the ability to stay on someone’s radar screen through emails, phone calls or periodic outreach that’s authentic and generous at appropriate times. But that also depends on the salon owner. For some people who are more gregarious, it’s easier—for those individuals who are more reserved you have to talk about proactive strategies to keep those relationships strong.”
ST: How can a salon leverage their relationships to build more business?
Ferrazzi: “It starts with a business understanding that the basis of all relationships is generosity. If my stylist and I have a strong relationship, then I’ve received more than a haircut, I’ve received a level of universal currency. If my stylist has been a counselor to me, then that’s personal currency. When you’re going to reach out to someone and ask them for a referral—ask them to be ambassadors—then we call that enacting a relationship. You can enact a friendship, or a Level 3 relationship, fairly easily. Then it’s as simple as asking for the favor. So the question becomes how do you increase the intimacy between two individuals to the point where you can create a Level 3 relationship.
“So you either have to bump up your Level 2 or acquaintance relationships to a Level 3, or you have to rely on transactional generosity—looking at what you can give people for referring you, things such as coupons for a massage, a manicure or a free haircut. But that’s not the best form of generosity because it’s easily competed against versus friendship generosity, but it’s something to consider.”
“What we do to make people realize the success of something is you start to focus on it. What you need to realize is if you have 50 clients, how many of them are real friends (Level 3) and which of those have been enacted, meaning you engage them in a mutual relationship where you are helping each other? How many are acquaintances (Level 2), and how many of those have been enacted? How many of them are Level 1 or those clients you have that you essentially don’t know. Then you also have the Level 0 Prospect—she is someone who isn’t a client yet, but is someone you want, for example, the head of the Chamber of Commerce because of her influence value and connector value. Then you also have those Negative 1 relationships—or those with whom you have a strained relationship. I guarantee there are people you are still doing business with that are at a negative level.”
ST: “How can owners use these techniques to become better leaders?”
Ferrazzi: The more cohesive a team is, the more the leader realizes that the relationship between the leader and the individuals and among the individuals is critical to long-term business success. Who’s Got Your Back is a straight-on formula for building a team within an organization that won’t let anyone fail. It gives you a step-by-step methodology to adopt the philosophy.
“We also offer tips and videos on YouTube, and you can go to keithferrazzi.com to sigh up for a free e-newsletter and in advance of Serious Business, well be sending our a document call Conference Commando, which helps attendees get more out of the presentation. Also at relationshipmastersacademy.com, our university teaches people how to effectively generate relationships for business success.
“I promise if you begin to manage your relationships in your life more effectively, in 30 day’s you’ll have a greater level of confidence, you’ll have influence and invitations you’ve never expected, you’ll have an exclusive network around you and a real solid relationship action plan.”
| CLICK HERE to listen to Stacey Soble's audio interview with author Keith Ferrazzi.|
Catch Keith Ferrazzi live at Serious Business in New Orleans from January 23-25. CLICK HERE for information and tickets.