Acres of Diamonds - Right Here in Jacksonville

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An audio cassette recording by personal development giant Earl Nightingale launched my discovery of the value of nurturing a focus on what's possible. What we now refer to as a podcast, the audio recording of Acres of Diamonds is as relevant today as it was when the book by Russell H. Conwell was published in 1890. By his death in 1925, Conwell delivered his speech 6,152 times. He invested the profits to found Temple University. It's a simple story of an African farmer who, seeking diamonds, sold his farm and traveled the continent until giving up, committing suicide. The man who bought the farm later discovered what would become one of Africa's largest diamond mines, in a stream, right in his own backyard. I believe we have acres of diamonds right in our own backyard, right here in Jacksonville.

Discovering Your Acre of Diamonds

If you've been in business for more than 5 years, I believe you have hidden treasure in your business. Your diamonds are buried in your contact database. They could be former clients, people you met only once, or those who may have said no to your original offer. How often have we heard "No" and let it write the end of the story? They may have said no, but what if they meant "Not yet"? Have you considered mining for new customers in your own backyard?

The idea for this edition of The Art of Digital Leverage came to me while working with a client to migrate to a contemporary Contact Relationship Management (CRM) platform. You don't need a pick, a miners helmet or a flashlight. All you need is a plan.

Mining Your Acre of Diamonds

If you are considering migrating your contacts to a new platform, great! Here are some tips to you can use today to see immediate results.

  • Do NOT import all your existing contacts into the new platform. It's like dragging 19 pieces of luggage through the airport. You are sure to miss your flight. Start by scrolling through your existing contacts. Being selective in choosing the most valuable existing increases the probability you will follow through by reconnecting. Jot down where you left off with this contact. Former client? Someone you lost contact with? Can't remember where you met? All are reasons you can use to pick up where you left off.
  • Once you've imported the contact, add a note to their record of how you met, where you left off, anything that points to why you wish to reconnect.
  • Use what you've learned or remembered to compose a reconnect email. The three most important items to include are, who you are, why you're contacting them, what you expect them to do. They are simple answers to the questions formed in their mind when they see your email in their inbox.
  • Instead of an "Ask" or pitch, focus on asking about their world. 
  • If you are lucky enough to receive a reply, document their response in your CRM. Whenever I coach a business professional I document three items: What we discussed, what we decided, what's next. The process forces you to take action toward building or rebuilding the relationship. 

Mining Your Existing Database

If you are happy with your existing CRM platform, you can still profit from the process of rediscovery. It's simple and you can execute it right this minute.

  • Scroll through your contacts on your phone. You can even close your eyes and let your finger do the searching for you.
  • Tap a contact, then tap their phone number. Use a script similar to the email rediscovery above. "Hi, it's (Say your name), we met (where and when)." Here's the best part. Tell them the truth, "I just saw your name in my contacts and realized how long it's been since we last spoke."

Once they realize you're not calling to ask for a favor, the conversation often results in a favorable outcome.  

Established business owners tell me they feel at a disadvantage in the digital age. Even if you are experiencing a temporary sales decline, I believe experienced managers can profit from having the best of both worlds. Future sales increases will appear when you combine traditional business rules with digital tools. Are you ready to mine for diamonds?