Level 1: Valerie scheduled lunch because she NEEDED more business. She NEEDED more referrals. Her obvious need was costing her referrals, because she was focusing on selling to the person she was talking to at Team meetings and at individual coffee appointments.
- It's clear to me that if I want more referrals I'm the only person who can make that happen, but it wasn't clear to Valerie.
- She thought her Team Members should be doing more business with her, and sending her more business ready to close.
- Her intense personal need was costing her the alliances that would generate referrals.
Level 2: She'd been in business for more than five years, so I asked what was different now, and learned that her daughter had been accepted at a prestigious college. Congratulations, right?
Level 3: Valerie deeply wants to give her daughter a platform for success that doesn't include school debt. She wants to give her daughter the legacy of education that her parents gave her. It's their family culture.