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Does your company have an internal phonebook? If so, may I have one?

What other businesses do you know about that are hiring? Do you know anyone there I can call? If so, who?

You must follow through compulsively. That means if you say you’ll let the referral know how things work out, do it. If you say you’ll check back with her again at a certain time, do it.

Keep even the most casual commitment, be grateful for even the dumbest lead, and don’t embarrass them about the people they suggest.

Do it right, and the people named on those lead cards will become your marketing department and sales force!

Do 92: Controlling the Offeror Like a Robot

It’s like pushing one of only four buttons on a toy robot remote!

Beep, beep! Here’s how.

Questioning Properly Controls Offerors

This is because strategic questions gain control of the offeror and direct the conversation toward loving you madly.

Let’s say you’ve just appeared genie-style (Do 1), greeted with the Magic Four Hello, and are past the niceties. Usually this is a minute or two into the dance.

You push all four buttons by questioning with contracted words that end in n’t:

aren’t

can’t

couldn’t

doesn’t

don’t

hasn’t

haven’t

isn’t

shouldn’t

wasn’t

weren’t

won’t

wouldn’t

Pushing the Four Instant Buttons

Instant Button 1—Beginning a Sentence

Can’t you get the project back on schedule with someone like me around?

Haven’t you looked for anyone to help?

Wasn’t the last person you interviewed qualified?

Now you push Button 1 by completing these sentences starting with:

Don’t________________________________?

Isn’t_________________________________?

Wouldn’t_____________________________ ?

Instant Button 2—Connecting a Sentence

Since you suspect the staff is overworked, doesn’t it make sense for you to hire me?

Now that the budget is approved, shouldn’t we work together?

When the equipment arrives, won’t you be glad I’m here?

Now you push Button 2 connecting these sentences with:

_________________, can’t __________________?

________________ , couldn’t ________________?

________________, doesn’t _________________?

Instant Button 3—Ending a Sentence

You really can retain your employees, can’t you?

It looks like I can really do some good here, don’t you agree?

We’d be able to get the job done right away, wouldn’t we?

Now you push Button 3 to end these sentences:

_________________________________, haven’t I?

_________________________________, shouldn’t I?

_________________________________, won’t we?

Instant Button 4—Turning a Sentence from a Statement into a Question

You can verify my expertise with my supervisor, can’t you?

My contribution will be significant, won’t it?

Someone like me would definitely enhance the team, wouldn’t he?

Now you push Button 4 to start these sentences:

________________, aren’t ____________________?

________________, hasn’t ___________________ ?

________________, wasn’t ___________________?

Practice instant button-pushing for a day or two with people who wouldn’t run away from home. By that time, pushing them will become as automatic as operating your TV (or a toy robot) remote.

Only these buttons control offerors to instantly interview. And only you know how to use them!

Do 93: Sending Icon Introduction Letters

Someone big introducing you?

Who else does that? Only instants!

An icon introduction letter uses the power of a third-party testimonial. Unlike a specific letter, it is not personal to the target. Someone with major credentials writes a letter about you aimed at senior executives.

When an icon writes the right words the right way and you mass mail it, the results are staggering. Often 100 percent interviews!

You’re not looking for a job; you’re marketing your abilities to a specific target—offerors that need you. Now you’ll know what professional marketers know.

Understand the Reason It Works

This part of your marketing plan is a direct-mail