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Circles of Influence and their relevance to your success

by Oziboomer
12 replies
Yesterday my business was overwhelmed with multiple orders of the same product just one after the other.

The product was not what you would say is a "big seller" but the volume in one short period got me thinking and investigating what caused the phenomenon.

Each of the purchasers had attended a 3 day workshop where the instructor used the specific product in question.

It was fortunate for us that the instructor referred us some significant business.

This got me thinking about how to influence purchasing behaviour by making sure the "circles of influence" for my business were primed and ready to buy at any time.

I've seen it happen many times where a specific group of prospects responds to targeted marketing.

Recently apart from my business's experience this week I can see one circle I refer to as "the mom's army" where there is this social promotion ( not always online social media) but word of mouth influence going on where groups of prospects all swamp a supplier.

One example before Xmas was "Baby Hands and Feet casting" - very niche you might say but there are a lot of newborns popping out everyday and the circle of influence was the maternity wards of the local hospital. The moms and bubs groups. The antenatal groups..

How important do you think having a presence or "being in the mind" of an influencer is?

What examples have you got to share where you've seen or personally leveraged a specific circle of influence surrounding your business?

For one client we were moving though circles of influence surrounding a specific medical condition because the medical condition was pre-cursor to a group of co-morbidities that the client's solution solved or eased.

What are your thoughts about influencing the influencers?

Best regards,

Ozi
#circles #influence #relevance #success
  • Profile picture of the author animal44
    Originally Posted by Oziboomer View Post

    How important do you think having a presence or "being in the mind" of an influencer is?
    IMHO indispensable. Having a bunch of people who others trust out there selling on your behalf is way better than any other form of advertising...
    Originally Posted by Oziboomer View Post

    What are your thoughts about influencing the influencers?
    Giving them something useful... referrals, useful information (can be personal rather than business), asking them intelligent questions about their business and career, taking them to lunch... Basically keeping in touch, without being an annoying pest (salesman! )
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  • Profile picture of the author Claude Whitacre
    Originally Posted by Oziboomer View Post


    What are your thoughts about influencing the influencers?

    Best regards,

    Ozi
    Gifts always work. Food may be the best. A box of cookies works. Anything to show appreciation. Just include a note telling them why you are giving them the gift...and that will prompt more referrals on their part.
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    • Profile picture of the author myob
      Every year, I send out Christmas cards to targeted cold prospects (business executives).

      They are generally opened by gatekeepers (their secretaries, receptionists, etc.).

      When these precious influencers reciprocate or acknowledge with a thank you card or call, we have a tremendous golden advantage over just about any other competitor.
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    • Profile picture of the author yukon
      Banned
      Originally Posted by Claude Whitacre View Post

      Gifts always work. Food may be the best. A box of cookies works.
      I'm sorry but I can't imagine you giving away a box full of cookies.
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  • Profile picture of the author savidge4
    In small town USA, if you want to find "influencers", as I have written about time and again, you find that little caf that they all meet at... and they all do meet trust me! Part of this is surrounding yourself with the right people.. the other part of this is getting within the circle of influence.

    The question then is HOW to get into that circle? the answer is to give what it is you wish to receive. Send them YOUR influence. For myself.. a guy that walks around and says I can increase your business... nothing says hire me more than literally sending them business. Aunt Nelly.. hey that piece of art looks nice.. it should have a frame go see Ozi, and tell them Savidge sent you. Ozi then is thinking who the hell is Savidge? 3 - 4 - 10 times.. Ozi is going to find out who the heck Savidge is... or better yet.. Savidge walks into his store and introduces himself... the power of influence.

    When you are out and about networking... spend less time promoting yourself, and more time learning about who you talk to, and build your network. Pass your influence across the ever growing network. it WILL come back in return.
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  • Profile picture of the author socialentry
    I think they are important. Especially due to the fact that everything is computerized these days, it's going to be easier to find odd relations.

    From a networking point of view, I was never very popular and rare are those that are as introverted as I.I'm usually appreciated in a social setting but to be honest, For the most part I would hang out with very very few of the people I meet socially.I hope I never have to rely extensively on said circles even though this sometimes might not be possible.

    When they disintegrate and shift around is more interesting to me as I think they signal a significant shift in any given industry.
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    • Profile picture of the author Oziboomer
      Originally Posted by socialentry View Post

      I think they are important. Especially due to the fact that everything is computerized these days, it's going to be easier to find odd relations.

      From a networking point of view, I was never very popular and rare are those that are as introverted as I.I'm usually appreciated in a social setting but to be honest, For the most part I would hang out with very very few of the people I meet socially.I hope I never have to rely extensively on said circles even though this sometimes might not be possible.

      When they disintegrate and shift around is more interesting to me as I think they signal a significant shift in any given industry.
      I'm not a great networker but I can raise to the odd occasion but then only usually when absolutely required.

      A lot of the responses in this thread suggest networking as the way to influence people but I've noticed a lot more influence coming from groups of people you have never associated with.

      I'll give you a recent example.

      A group of photographers have all been doing a particular course and during the course some certain recommendations were made.

      These recommendations were not for my business personally but for something we supply.

      Then one individual from the group *discovered* we had what they desperately needed.

      Before you know it all the group are chatting on Facebook and inside their forum and we get swamped with orders.

      The initial influence was instigated by a blog post not even on our main website but it was an educational and informative post that helped explain everything about the product and how to go about either making your own or sourcing the materials or where to get the finished items.

      This was backed up by other social media, youtube, pinterest and Facebook gently pointing to the post.

      So we've entered the circle of influence of this group without ever attending any function or ever meeting any of the influencers.

      Best regards,

      Ozi
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      • Profile picture of the author savidge4
        Ahh the wonders of well developed content out on the internet working for you 24 - 7.

        Circle of influence is obviously circular.. kinda like.. hmm The Olympic Rings ( an awesome example if I do say so myself! LOL ) At the same time it can be somewhat chain in nature.. Like Ozi's experience, the initial point of influence was someone in the class. But take that a link back and you have the teacher of the class.

        In many cases to develop influence, you have to identify it. Ozi did his job, you can tell he asked questions... He knows where the influx came from. He can NOW pinpoint the epicenter of the circle of influence. so now what?

        In this case I will presume the outcome could be defined as repeatable no? I am sure this is not the teachers first class.. probably wont be their last? Would it not behoove you to reach out to said Teacher? Maybe offer a class 10% discount? Maybe return the favor by taking his class? or sending a co-worker employee to the class? If in this class there were recommendations other than the particular matting / framing.. maybe a reach out to other likely points of influence? How about other photog classes in the area?

        The other side of this... the give and take portion... within the circle of influence you do have.. how many might be interested in a 3 day course? Might it not be interesting to work a deal.. and have your circle approach the teacher with "Oh, I heard about this class from Ozi over at Ozi framing"

        Its great when you fall into a circle.. its even better when you can ensure the circle will be repeated!




        Originally Posted by Oziboomer View Post

        I'm not a great networker but I can raise to the odd occasion but then only usually when absolutely required.

        A lot of the responses in this thread suggest networking as the way to influence people but I've noticed a lot more influence coming from groups of people you have never associated with.

        I'll give you a recent example.

        A group of photographers have all been doing a particular course and during the course some certain recommendations were made.

        These recommendations were not for my business personally but for something we supply.

        Then one individual from the group *discovered* we had what they desperately needed.

        Before you know it all the group are chatting on Facebook and inside their forum and we get swamped with orders.

        The initial influence was instigated by a blog post not even on our main website but it was an educational and informative post that helped explain everything about the product and how to go about either making your own or sourcing the materials or where to get the finished items.

        This was backed up by other social media, youtube, pinterest and Facebook gently pointing to the post.

        So we've entered the circle of influence of this group without ever attending any function or ever meeting any of the influencers.

        Best regards,

        Ozi
        Signature
        Success is an ACT not an idea
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        • Profile picture of the author Oziboomer
          Originally Posted by savidge4 View Post

          In many cases to develop influence, you have to identify it. Ozi did his job, you can tell he asked questions... He knows where the influx came from. He can NOW pinpoint the epicenter of the circle of influence. so now what?

          In this case I will presume the outcome could be defined as repeatable no? I am sure this is not the teachers first class.. probably wont be their last? Would it not behoove you to reach out to said Teacher? Maybe offer a class 10% discount? Maybe return the favor by taking his class? or sending a co-worker employee to the class? If in this class there were recommendations other than the particular matting / framing.. maybe a reach out to other likely points of influence? How about other photog classes in the area?

          The other side of this... the give and take portion... within the circle of influence you do have.. how many might be interested in a 3 day course? Might it not be interesting to work a deal.. and have your circle approach the teacher with "Oh, I heard about this class from Ozi over at Ozi framing"

          Its great when you fall into a circle.. its even better when you can ensure the circle will be repeated!
          The teacher in this case is an international influencer in their field and so not only lies at the epicentre of their immediate circle but at the centre of all the circles that are built by people who have followed and expanded into their own circles based on their teaching.

          It would be nice to think there was business for the framing operation that came out of the relationships but the products are supplied by a different unrelated company I own in a different niche.

          We do pickup some framing business from the customers of the other business but this is usually down the track as the purchasers are not generally aware that the two companies are related.

          The framing business is largely local even though it does supply online and has numerous international customers of my training products.

          The other businesses a national distributor for a range of products.

          We are always looking at reaching out to influencers as it is the fastest and the most cost effective way to boost growth.

          You are quite right about the referral and exchange of students and classes between different groups.

          In the old days we always had adult education classes running four times a year in a local technical college. Most of the photography people took framing classes as did the artists and the people doing leadlight stained glass and furniture restoration. We all exchanged students between courses from term to term.

          Best regards,

          Ozi
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    • Profile picture of the author eccj
      Originally Posted by socialentry View Post

      I think they are important. Especially due to the fact that everything is computerized these days, it's going to be easier to find odd relations.

      From a networking point of view, I was never very popular and rare are those that are as introverted as I.I'm usually appreciated in a social setting but to be honest, For the most part I would hang out with very very few of the people I meet socially.I hope I never have to rely extensively on said circles even though this sometimes might not be possible.

      When they disintegrate and shift around is more interesting to me as I think they signal a significant shift in any given industry.
      You really only need a good relationship with one person who is a good networker.
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