The Referral of a Lifetime

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Overview

The Referral of a Lifetime teaches in allegory style a new way of building a business around building relationships. This book is written for those disenchanted with the cold call approach to sales and marketing.

About the Author:

Timothy L. Templeton is Chairman and CEO of MasterTrack International Inc. MasterTrack is a training and specialty publishing organization based in San Diego, California, which ...

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The Referral of a Lifetime: The Networking System That Produces Bottom-Line Results...Every Day!

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Overview

The Referral of a Lifetime teaches in allegory style a new way of building a business around building relationships. This book is written for those disenchanted with the cold call approach to sales and marketing.

About the Author:

Timothy L. Templeton is Chairman and CEO of MasterTrack International Inc. MasterTrack is a training and specialty publishing organization based in San Diego, California, which specializes in training, supporting and coaching corporate and independent instructors as well as individuals and companies in its High Ground Business Principles and System. Through his years of implementing this system, Tim has trained and coached thousands to a higher level of professionalism and effectiveness by applying the techniques outlined in this book. e encourage you to share this system with your organization. Typically, you retain only 10% of what you read, but you leanr 95% of what you teach. By teaching this material to others you will help them gain the tools to develop a successful business based on relationships, while deepening your own understanding of these principle. In turn, by participationg with you, they will grasp how to teach this material to others in their team. You offer a valuable service which can be duplicated to build their business.

Meet for coffee or talk over a conference call. Book Study and Leader's Guides are available free to readers of this book at our web-site, www.keep-intouch.com, or by fax on demand at 1-800-638-8340. This story will teach you how to:

  • Understand and appreciate the lifetime value of relationships.
  • Retain your existing clients.
  • Develop and outstanding customer service program.
  • Develop a referral base of clients.
  • Motivate those you work with.
  • Build a user-friendly and dynamic sales and marketing system.
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What People Are Saying

Brad Orr
Powerful testimony for the value of a lifetime relationship and what it means to your bottom line in business and in life. If you could read only one book that proposes a system about achieving customer retention and referrals, this is it. -- (Brad Orr, CEO, John Burnham and Company)
Dwight Johnson
The Referral of a Lifetime defines an approach to one of the most important aspects of building and keeping a strong base of business and personal relationships-something all of us need to adopt in our lives. -- (Dwight Johnson, Executive Director, Mail Boxes Etc. Foundation)
Fred Johnston
Entertaining, engaging and informational, The Referral of a Lifetime is packed with great insights and direction on how to build a profitable, relational-based company and keep it that way. -- (Fred Johnston, Director of Marketing, Personal Coaching Division, Franklin)
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Product Details

  • ISBN-13: 9780966784503
  • Publisher: Master Track International, Inc.
  • Publication date: 2/1/1999
  • Pages: 127
  • Product dimensions: 5.75 (w) x 8.82 (h) x 0.56 (d)

First Chapter

It's another perfect morning at the California Coffee Cafè and Bistro, the favorite spot for the locals of the tiny, upscale California coastal town of Rancho Benecia. The fog is floating in from the harbor across the street as the regulars zip in and out or stay to chat, enjoying the ambiance of the little cafè.
Chuck, the owner, is standing behind the antique oak bar that had been there when the town was a harbor for the 19th century great sailing ships and the place was a watering hole for the waterfront's sailors of the sea. Now, though, Chuck proudly labored between it and his fantastically gilded espresso machine for this watering hole of a different era and all the friends it has made him.
He takes a moment, glances around, and smiles. Four of his favorite regulars are here right now.
In the center of the cafè with her grande double mocha is Sheila Marie Deveroux, one of the most recognized realtors in town. Flamboyant to say the least, the eclectic woman, with her raven black hair, her bright outfits, and her happy way of talking with her hands, was hard to miss at her favorite table in the middle of the morning chaos. Chuck couldn't remember the last time he had seen her here alone. She always has someone with her, which of course Chuck likes since that means yet another coffee drinker, but he couldn't help but notice that whoever the current person was, Sheila Marie would be treating him or her like family, always. As she had always done with him.
"Chuck! A fill-up please!" Chuck turns his head to another of his regulars--Paul Kingston, a casually dressed, thirty-something good guy, holding out his empty vanilla latte. Paul, a fixture each morning in the corner booth, with his sports page and his own special coffee mug, is one of those trustworthy men who knows everybody and seems to know a little of everything, who loves spreading it around and who has found a home in network marketing. Chuck could not think of one bad thing he'd ever heard about Paul. Except that he was talking about cutting down on his latte consumption. And that made Chuck all but laugh since he'd just ordered another.
And out on the patio sits Sara Simpson, young Female Entrepreneur of the Year at age 24, holding court. It is Tuesday. Every Tuesday and Thursday, 8:30 a.m. sharp, this is where she and eight of her top employees meet. A dynamo, all business and proud of it, Sara loves to have her early morning meetings with all her system engineers in the warm California coastal air under Chuck's umbrellas. "Double espressos all around, Chuck!" And he'd always make hers a triple, just to see if she noticed.
And then there's Philip, striding in on his expensive loafers, for his large cappuccino no whip with a purposeful, time-to-get-the-day-started wave. Philip, who just turned 40, had somehow turned his networking ability and his early years hustling securities on Wall Street into being "the" guy to trust in Rancho Benecia for your financial planning. Everybody knew it; everybody trusted him and told their friends about him. "The usual?" Chuck calls as Philip comes toward him, saving Philip a few seconds. Philip gives him his trademark thumbs-up and bellies up to the old oak bar, popping the correct change on the counter to wait until Chuck has delivered his morning brew, which Chuck does in record time.
As he watches Philip pivot and head purposefully back out the door with a smiling salute to the coffee "colonel", Chuck gazes over the scene, hands on his hips, enjoying the sight. That's when he noticed Susie standing alone at the bar, staring at the circle she was making in her coffee with her spoon. Her usual--hazelnut with steamed milk, Chuck remembered, and moved her way.
"Hey there."
Susie momentarily looked up. "Hi, Chuck."
"How are you doing?"
"Fine," she answered, unconvincingly, continuing to stare into her cup.
Chuck leaned closer. "Okay. Now. How are you really doing?"
Susie didn't even look up this time. "Oh, you don't really want to hear it, Chuck. But thanks for asking." She began to rap her fingertips nervously on the counter.
Chuck pulled a biscotti from the big glass jar at his elbow, placed it on a paper doily, set the doily on a little plate, and slid the plate right to her fingertips, bringing them to full rest--and bringing Susie's eyes up to meet his.
"Yes," Chuck said. "I do."
Susie could see that he did. She gave Chuck the smallest of smiles and said, "Well, okay. The thing is, I can't deny any longer that I've come to a crossroads."
"What kind of crossroads?"
"The business kind. I may have to admit to myself that what I've wanted I'm not really going to get. And I don't know what to do about it. I wanted my own business so desperately. I wanted to feel some purpose beyond a 9 to 5 job, wanted to work for a dream of my own instead of someone else's. You know?"
"Oh, yes." Chuck sighed, looking around. "I know."
"I wanted to make a living, not just a paycheck that could disappear at somebody else's whim. So I got up all my courage and all my savings and...well, I risked. I tried. But," she paused, fingering the biscotti, "its not working. And I may have to give up." She shook her head. "I mean, I have to be the absolute worst at cold calls. I can't do them. I cannot."
"So don't."
Surprised, Susie looked up at that.
"It's more than about making money, isn't it?" Chuck agreed.
"Yes. Or it was against the counter behind him, crossed his arms, and studied Susie."
Finally, Susie couldn't stand it anymore. "What? What's wrong?"
Chuck grinned. "Less than you think. Susie, you don't know how familiar this all sounds. Look. I'm going to give you a phone number. You can use it or not. But if you do, well, let's just say that when I used it, and I met and listened to the man on the other end--" He waved an arm around at the busy place: "--the rest is coffee history." He grabbed a napkin and a pen and scribbled a number, and slid it over to Susie.
"His name is David Michael Highground. A good friend of mine referred me to him years ago, and now I'm doing the same for you."
Susie looked apprehensive. She'd heard so many pitches, read so many books, and heard so many big ideas for making it "out there." How could she get excited about another one? She didn't think she had the energy for another letdown.
"No, Highground's system isn't like anything you've ever heard."
That definitely surprised Susie. "Are you a mind reader, too?"
"No, I just know exactly what you're thinking. It's just another pitch, right? But have you ever heard a pitch that talked about relationships? Or building a business doing the right things at the right times for all the right reasons? Trust me, David Michael Highground does not now nor ever will have dollar signs on his forehead!" Chuck laughed. "Yet he's the most successful man I know. It's not about money. He has all the money he will ever need. It's about purpose and personal fulfillment. That's what floats his boat now." He nudged the napkin closer to her. "It's your call. Let me know what happens." And he moved down the bar to wait on a new customer.
Susie stared at the napkin, then at Chuck, then back at the napkin. Absently, she picked up the biscotti, dunked it a few times, and took a bite. Chuck got busy again and Susie's thoughts went bleak once more. She swallowed the last of her coffee, then picked up her belongings, turned to leave, and remembered the napkin.
To her surprise, she reached out and took it. And with a glance back at Chuck, she left.

* * * *

Inside her car, Susie picked up her cellular phone, then put it down, staring at the number scrawled on the coffee shop napkin. A rush of thoughts, not the least of which was the thought of her cellular phone bill at the end of the month, made her hesitate. Maybe she needed to admit to herself that her dream didn't fit who she was. She just didn't have the right personality. Or something.
But the things Chuck said...
Well, she sighed. She definitely needed help, that was for sure. And she had nothing to lose, that too was for sure. So she dialed the number and pushed the send button.
"Yes?" The response was surprisingly warm.
"Hello," she responded, trying to hide the nervousness. "Yes, hello...my name is Susan McCumber. Is David Highground available?"
"This is he," the voice responded, still just as upbeat.
She paused, enjoying the warmth. She wasn't used to that sound from a stranger. She had spoken with far too many strangers who hated receiving cold calls as much as she hated making them. She took a calming breath. "Mr. Highground, I hope this isn't a bother. You see, Chuck at the coffee shop gave me your name, said I should talk to you, that you have helped him and thought you might help me."
She could almost hear his smile over the phone. "Ah, yes, Chuck. He's a good man. Any friend of his is a friend of mine. How might I help you?"
Susie realized she no longer felt nervous. To her surprise, she found herself telling him everything:
"Well, you see, I went into business for myself six months ago. But now I seem to have lost my momentum and I'm beginning to think the problem is me. What I mean to say is that I started out so well and the company I'm affiliated with is fantastic and the people are so helpful...and I really believe it what we're doing. But I'm not making it work somehow. I've gotten off track and I can't seem to get back on. I feel like...like..." She made herself say the word she had been dodging for weeks: "...a failure."
Susie couldn't believe she had just admitted this to a complete stranger. But the weeks of continuing to attend meetings with others in her affiliated company was increasingly frustrating. To be around so many successful people who treated her with respect and encouragement made her feel upbeat. But each week the vision of her actually attaining the same level of success seemed to decrease with her absolute inability to get and keep others involved in her program. In fact, the several contacts a day she had been forcing herself to make had dwindled lately to nothing more than thinking about making them. And her workday had begun to consist entirely of looking forward to the next meeting to get a new idea, maybe a new ad or a new tape that would save her. Day by day, she could actually feel her confidence draining away.
"Susie." Highground's warm voice snapped her out of her funk.
"Oh, I'm sorry," she said, embarrassed. "Really, forgive me. I just can't get my mind to stop thinking about it all."
"Susie--may I call you that?"
"Sure," she replied. "All my friends do."
"Susie, you're definitely not a failure," Highground began. "You're simply in a place that everyone passes through at some time in their career, and in life. You're on the mantel."
"The mantel?" she repeated. "You mean, like the shelf over a fireplace kind of mantel?"
Highground laughed. "That's the image. The mantel is a place to reflect. It's where the good stuff happens. It's the best place to be in for me to help you, because in order to get off the mantel and move forward permanently, you need a new plan. And you will move forward, I guarantee it. Does that make sense?"
"Absolutely," Susie responded.
"Okay, then," Highground continued, "before we meet I need you to know that my help is not for everyone. My philosophy or way of doing business doesn't match everyone, so before I agree to meet with you, I need to ask you a few questions. Is that okay?"
"Well," Susie said, "I suppose so."
"All right. First question: Do you like yourself?"
Susie almost laughed. What a question.
Did she like herself?
She listened as Highground went on. "In other words, do you want to become more of yourself and refine the gifts you have been given instead of trying to imitate someone else?"
"I've never thought about it that way," Susie replied. "I can't say I'm 100% happy with my current situation, but as for myself, well, yes, I do like myself, basically."
"Very good," Highground said. "I didn't ask if you were happy with yourself. I help people become more of who they are, to become genuine. That's what others are attracted to."
Susie perked up. What a wonderful idea.
"So, question number two, Susie. Ready? Do you believe in your product and company? Are you proud to associate yourself with all aspects of the organization? It can't be only about making money. You see, I am going to show you how to build lifelong advocates of you and your company, so it's imperative you are absolutely sold out for it yourself. That way, even in the event you were to move on, everyone you do business with will feel that you moved them to a better spot with the products or service of your current organization."
"There's no doubt about that," Susie replied emphatically. "That was why I got involved with the company in the first place."
"Excellent," said Highground.
"Now, question number three," said Highground. "And this is probably the hardest one. Are you willing to 'stay the course?' Everyone is different so the system applies differently to each. The one key thing, though, that everyone must have is what I call 'demonstrated consistency.' You will see results immediately, but the real lasting effects, the kind that can build you a business and a life, happen only when you adapt this marketing system on a daily basis, consistently for 120 days. Then it continues to build and deepen each year thereafter. So the whole system turns on this: Will you stay committed to a course of action that won't include cold calling or making others uncomfortable, but will take a daily commitment on your part?"
Susie felt a bit overwhelmed. But there was nothing that she was hearing that she did not instantly like. "Well, yes. I'm ready to try," was her determined response.
"Well, then, Susie, so am I," was his response. "We'll meet this afternoon, around 3:00, at the coffee shop, if that's convenient."
"Yes, I can be there."
"Good. See you then."
Before Susie could respond, Highground was speaking again:
"Oh. One more thing."
"Yes?" she replied.
"You're going to do great."
Susie tapped her cell phone silent. What was she getting herself into? But she trusted Chuck, and this Mr. Highground seemed to be a good friend of Chuck's. She caught a glimpse of herself in the mirror. "And," she told herself, "you certainly have nothing to lose."
She'd be there.
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  • Anonymous

    Posted February 6, 2010

    A book I've referred to over and over again.

    I purchased this book the year it came out. It is by far the best book I have ever read on networking. I am in a relationship oriented sales company and find this book invaluable. Now that I have the Nook I am excited to download this book as well.

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  • Anonymous

    Posted May 4, 2006

    Best Book on Marketing

    I have read hundreds of books on marketing for small busines, and this is simply the best book on marketing for small business I have ever read. I was struggling in my service business before I read this book. I put the system in place that is detailed in this book and within a couple of months, I had all the work I could handle...and I am still growing! Clients treat me like old friends that refer new clients to me...all without any cold calls. Unlike other marketing books, this one actually works! I highly recommend this book to anyone who is a small service business. It will be the best investment in a book you will ever make. If you can only buy one book on marketing, make it this one. I have purchased many copies of this book to give to my valued friends and clients to help them in their business too.

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