I've explained the following numbers in person at least 500 times over the past 30 years. I've also shared this information in speeches on several occasions. And every time, including yesterday with a young salesman, I get great feedback on both the simplicity of the thinking and the objectivity of the list.
I learned this thinking from Dad in the '70s. Admittedly, the numbers have changed over time -- with the explosion of the Internet in the '90s and its virtually free methods for communicating with the masses, the numbers grew substantially. But the basic concept and its ability to positively impact an individual's success has remained the same.
So today, I decided to put it in print. I hope you enjoy the idea and its objective nature as much today as I did when Dad grilled it into my head in my youth.
It's Not Who You Know, It's What They Think About You
"Your Rolodex is the lifeblood of your business," Dad said. "Treat every person in it as though he is the most important person you will ever know, because he is."
The Rolodex pictured here is exactly the one I remember from my youth -- it sat on Dad's desk next to his rotary phone. I remember countless times watching him roll through these cards, penciling in birth dates, children's and pet's names, favorite restaurants -- anything he knew that would help him strengthen the relationships he had with the people he believed controlled his future.
Dad built a residential remodeling company, fed, clothed and housed a wife and three kids, and built a rental property portfolio that still supports him, Mom and my niece Jessica who is disabled -- all from the contents of that little brown box.
I hope you enjoy his lesson as much as I have.
One Relationship At A Time
Dad never worked further than 30 miles from his house in his life, and his Rolodex probably never contained more than 1,000 names. Given the flat world in which we live, I've updated the numbers below to reflect our reality. Still, the concepts are the same as he taught me, because they work.
Your database of contacts is indeed the lifeblood of success. I'm sure you've heard that before, but guessing you never had someone boil it down to specific, objective numbers -- a measurable goal toward which you can strive.
Following is the configuration of database contacts -- people with whom you communicate for business purposes -- I believe will allow any individual to achieve stratospheric success in any endeavor. More may be better -- these are my minimums.
- 20,000 Followers
I describe a "follower" as a person who has decided to listen to your opinion when you voice it. That's it. Nothing more. Not someone who agrees with you -- just someone who will listen.
- 2,000 Professional Acquaintances
A professional acquaintance is someone you know through your business who, if you leave a voicemail that says nothing more than "I need to chat with you for a few minutes. Please give me a call when you can." will return your call. And you, of course, will do the same for him or her.
- 200 Walking Ambassadors
I define a walking ambassador as someone who cares at least as much about your success as he or she cares about his or her own. These are the people who are literally more excited to give you a referral or recommendation than they are to receive one themselves. Of course, the only way to get 200 walking ambassadors is to become a walking ambassador for 200 people. (Note: This is not a back-scratch trade. It won't always be the same 200 people, and it won't work if you keep track. You must simply become a staunch advocate for others in whom you believe and trust karma to do its thing.)
- 20 Adopted Souls
This is my very favorite category -- one I added myself instead of learning from Dad. Its the list of people you simply cannot resist helping because they touch your heart. It's the people with huge passion but no experience. The ones with soft spirit and bright eyes. These are the people you simply decide to help "just because," and from whom you will never accept a dime in payment. (I'll credit Mom with this attitude -- her adopted souls list is probably larger than my followers list.)
- 5 Business Partners
I hate the word "can't," so I won't say you can't reach stratospheric success levels alone. But I will say it is easier and a whole lot more fun if you develop, nurture and leverage the five most important business relationships you'll ever have. By "partner" I don't exactly mean legal partnerships, although those can be part of this category. I'm talking about people to whom you've married your success, and who have married their success to yours.
- 2 Lifetime Mentors
I know everything there is to know about sales -- just ask me and I'll be glad to tell you. It's that type of arrogant confidence my clients want, and for which they pay. But it wasn't until I realized how stupid that statement really was that I added this last category and finally got my own confident arrogance the hell out of my own way. No matter how smart you may be, you don't know it all, and until you open your mind to the wisdom of others, you'll never be wise enough to share yours.
This is the goal I have for my Rolodex -- the minimum numbers toward which I strive -- and the numbers I believe every entrepreneur or salesperson with stratospheric dreams must have.
People are the lifeblood of your success. The more people, and the stronger each relationship, the more success you'll have.
Gill E. Wagner, Sage of Selling
President of Honest Selling
Founder of the Yellow-Tie International Business Development Association
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