By Dave Hershman
Last time, we started the process of defining and identifying one's "sphere." We noted that the sphere should be the basis of a personal marketing plan, and therefore, it is imperative that we have a true understanding of the scope of one's sphere.
Now we will describe four additional parts of your sphere:
Associations. When we described the sphere, we described both a "relationship" and a "commonality" segment. Your associations will produce targets that represent both segments, but this category actually has the ability to add more from the "commonality" segment than any other category. Associations would include religious, academic, business, civic or even special interest associations. Your church or temple, alumni association, chamber of commerce, homeowner’s association and even country club are all examples of these associations.
If you are not a "participator" or "joiner"--your marketing plan may require that you start joining and participating in these associations. An alumni association may have 2,000 members. You might develop a relationship with only 50, but you have something in common with all of them.
Vendors. There are actually two subcategories of vendors. First, there are those from which you purchase. You make both business and personal purchases. Your business vendors may include your landlord, printer, advertiser and so forth. Your personal vendors may include your dry cleaners, favorite restaurant and others. Every time you make a purchase from a vendor, you are helping that vendor succeed. Our question to you: Is that vendor helping you succeed? This brings up an important sphere-marketing rule: Stop buying from vendors that are not helping you succeed.
The second subcategory of vendors would include those that sell to your targets. For example, if you are a real-estate agent, you are not the only one who calls on potential homeowners. If you are a loan officer, you are not the only one who calls on real estate agents. It is from this subcategory that you can find potential synergy marketing partners. Synergy marketing partners are those who have the same targets as you but sell a non-competing product. Why not coordinate your marketing efforts and share relationship referrals?
Professionals. The professional category includes doctors, lawyers, accountants, financial planners and other professionals who might be singled out among your sphere. Professionals are very important because they typically have a higher income than the average person and have large spheres of influence themselves.
Professionals know many other professionals. For example, if you are interested in marketing to divorce attorneys, you can cold call them. Or you can meet many divorce attorneys through one divorce attorney. You may know one or two, but they are likely to know 10 or 20. They went to school with them, practice with them and compete against them. And we all know that divorces produce many transactions, especially in the real-estate world.
Your marketing plan should revolve around your sphere. The goal of your plan should be to identify, grow and provide maximum value to these important segments of your sphere.
About the Author: Dave Hershman is a VP of Sales for Weichert Financial Services and founder of OriginationPro (www.OriginationPro.com), providing marketing content and training programs for the industry. Email him with questions or comments at This email address is being protected from spambots. You need JavaScript enabled to view it.
