Why the Purple Card is Crucial to Referrals

Every minute of referral conversation needs five seconds of differentiation. Five seconds that answer the question “why I am good at this.” That’s the Purple Card.

FOMO has been added to the Oxford Dictionary. It means fear of missing out.  Sometimes people don’t share specific Blue Cards {the Blue Card is new, valuable, usable information} because they think the listener will take the information and use it to DIY – cutting them out of a job. That’s FOMO. Sometimes people are uncomfortable talking about their business in front of a competitor – thinking the competitor will steal their clients. That’s FOMO.

A Purple Card is the antidote for FOMO.
Without the Purple Card people take the new information and go to their old provider.
With the Purple Card they know why they want to make a switch or start something new.
The Purple Card is the explanation for why the speaker is the person to do business with.

The Purple Card is short – five seconds – a tenth of a minute. The same length of time it takes to say “I’m going to answer a few questions from last week’s 7-Minute,” and 1 zillion orders of magnitude more profitable.

Every InfoMinute needs a Purple Card. And because an InfoMinute is the way to have a business conversation – one minute at a time, with a logical left-brain Blue Card, and an emotional right-brain Red Card –  in a 30-minute conversation, where half of the minutes are yours, you’ll need 15 Purple Cards.

Since it isn’t possible to talk and think at the same time, a ready inventory of Purple Cards is the only way to make sure the Purple Card doesn’t just get skipped.

An inventory of 200 Purple Cards.
How to do that?
With three questions.

 

1: What comes naturally to you, that makes you good at what you do?

  • Rochelle is a certified picky person. She’s a surgical nurse. This trait is an asset to the doctor and the patient.
  • Mary Galardi works with a clean clear desk. She’s an attorney. This trait showcases her confidentiality.

Make a list of things that come naturally to you and make you good at what you do –each of these traits can be expressed as a Purple Card.

2: What have you worked hard to learn?

  • Terisha Tatter has a Purple Card that reads “I do 40 hours of continuing education in massage each year.”  Yowza.
  • And another – “Last year I did 40 hours of continuing education in headache massage.” Well there’s a referral stimulator.
  • And Thursday I heard her say “I’ve helped more than 3,800 athletes improve their game.” Usable information to share when referring her.

You’re concerned about sounding arrogant.
Arrogance is not attractive.

The challenge with skipping the Purple Card is you won’t
sound confident – confidence is a referral requirement.

So the question is: what is the difference, linguistically,
between arrogance and confidence.
The answer: comparison.

Comparison is arrogant – not attractive.
“We clean the corners the competition cuts,” is arrogant.

Take out the comparison and it becomes
“We clean the corners.” That’s confident.

ACA
There’s a third marker – apology – which is just as
referral-ineffective as arrogance. Apologetic sounds like
“We try to clean the corners, and hopefully
you’re going to be happy with our work, but
basically all we can do is the best we can do,
sorry. If you find something wrong, we’ll fix it.”
How could you possibly refer that?

Confidence is a referral requirement.
Show confidence with a Purple Card
in every minute.

3: Turn a cliché into what it means when you say it about yourself.

“We clean the corners the competition cuts” isn’t a Purple Card because it doesn’t mean anything. It’s snazzy cute, with no substance.

How about “I’m passionate about my business!” What does that mean?

  • Joan Sinrich’s version of the cliché I love my business is, “One of my favorite things about my massage business is not having an inbox.” That’s a Purple Card.
  • Eric Mintz says, “This kind of work is what I do for fun!”

How would you turn the cliché “We clean the corners the competition cuts” into a referral generating Purple Card?  Here are a few of my ideas:

  • My crew works from a checklist.
  • One of the items on the “every visit” checklist is the top of picture frames.
  • Before they leave the client’s home, crew members check each other’s work.
  • Every three months I show up at the end of a cleaning to verify my crew members are catching everything.

These examples point out another rule of Purple Cards, they must be about you, the speaker, not your company. People don’t refer to a company; they refer to a person.

No one has ever said “Call the marketing director at this accounting firm and let her pick a CPA for you.” A referral is always to a person. It sounds like, “You want Richard. He spends three months a year in France – he speaks your language fluently.”

  1. Create an inventory of 200 Purple Cards.
  2. Use one every minute.
  3. Get referrals.

Three Extras:

Click here for the description of each Card in an profitable InfoMinute, and a download you can make notes on.

NEW! to PowerCore – the Workroom. Register here to attend a Purple Card Workroom.

Get Purple Card ideas on your phone: text 81010 with @purplecard as the message. A couple of times a week ~ maybe more, maybe less ~ you’ll get a thought stimultor.

 

 

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