276: Cultivating Collaboration to Accelerate Success - With Olympia Hostler
Olympia radically three x's income, fun, and freedom for six and seven-figure business owners who are overworked and want more. Olympia loves working and playing in the realms of millions and billions. She's an award-winning business consultant and speaker, a fortune 500 company partner, and a leader of the highest national security programs. By the age of 33. She was a corporate executive leading multi-billion dollar programs, making more than $50 million in sales and facilitating sales of more than $10 billion.
Why is collaborative lead generation the best way to get lots of high-quality leads that are easy to convert to sales?
That is a great question. Doing collaborative lead generation is the best way because you get to accelerate your sales and your success. You do that by getting access to your perfect clients through other people who already have them in their client database in their target market. When you do that, you're also elevated in status, and your credibility is also elevated because that person who you're collaborating with is basically recommending and endorsing you. So you really get to what I like to call have OPA which is other people's audience, and OPR other people's resources, you get to leverage those. I just came up with this metaphor today. So it's like, you want to see wild animals. You decide first, which ones you want to see, then you determine where are they located and who has them. Are they in a zoo? Are they in Africa or Asia? And then how will you get there? And do you want to explore on your own, or do you want to take a safari that guarantees that you're going to see these animals that you want to see and that you get the whole experience? So that is all about collaborative lead generation because you want to go where the wild animals are that you want to see and you want to get access to them by people who already have access and knowledge to them.
So I know that you're an advocate for the gamification of marketing. What exactly is that and how can it help businesses and entrepreneurs grow income, fun, and freedom?
Okay, gamification marketing is the latest and greatest in how to market your products and services, but then also how to amplify your actual products and services. So I'll talk about the marketing part first. Gamification really is about play and it's about triggering those four centers in your brain that are wired for happiness, fun, and play. Those four centers are dopamine, endorphins, oxytocin, and serotonin. So basically, you can think of these as your feel-good chemicals. The metaphor here is Pavlov's dog, you've probably heard the story where this guy, Pavlov had a dog, and he trained the dog to expect a treat when the bell rang, so every time the bell rings the dog gets super excited because he's going to get a treat. Well, that's basically what gamification is. In our application, we're putting it into marketing. So you can put it into your emails, in your website, on your landing pages, you can use it when you're speaking to people, whether it's in a networking situation, or online. So when you do that, you will get at least a 30% increase in your response rate and in the retention rate, retention of information. So, for example, when you use gamification marketing, it's going to increase how many clients you attract, it's going to keep their attention longer, it's going to increase sales conversion. And your sales will be much easier, by the way, they'll be easier and faster and funner for you, so you get a side effect of the fun aspect of gamification. If you have it in a, say a course or program, your students will retain more, they will be 80% more likely to complete that program. Then they will have the success and the results that you promised from your program and they will be the Pied Piper singing your tune and referring their friends and family to you.
How does one get their perfect clients to say, "Oh, my gosh, I need you now, how can I start working with you?"?
I love this one. So we have to back up the bus a little bit because to get them to say that and feel that there need to be some things in place. So we're going to go back to the beginning of this chain of events that lead up to that. Step number one is you got to make sure that you are in fact focusing on your perfect clients, the ones that really light you up and the ones that can benefit from what you're offering in your product or your service. So you need to define them and if you don't do that, you're going to suffer from any number of business problems. I'll give you some examples that are like symptoms of not having a honed target market. Things like not enough clients, or typical clients, or bad spitting clients, or poor profitability and if you're not loving your work, you also don't have perfect clients. So that's kind of step one, you've got to get the perfect clients and you need to know what are their pain problems, the ones that they both have the ability to pay to solve and are hungry to solve. That's because if they don't have both of those, you are lost in the wind, my friend. It doesn't work if you have just one, they need to have both. Then step two is, okay, so you've identified who they are, you've identified their problem that you can solve and now you need to give them the solution in the form of your product or service. That is the dog whistle that they can hear and then they're gonna respond with, "Oh, my gosh, she gets me, she understands my problem and where I am, she's been there, and you're the obvious one for me, and how can I work with you?"
Can you share with our listeners one of your most successful or favorite networking experiences that you've had?
One of my favorites is one of my collaborative lead generation partners, her name is Ann Bennett. She and I work very closely together now, referring people to each other, but also, we give each other speaking opportunities, we make introductions for each other, we share our clients with each other, if we see that the other person has a service that could help a client then we do that. So I met Ann at two different places, I met her at an IAW meeting, it's a networking meeting called the International Association of Women and I also met her at eWomenNetwork. She and I were both on the board of the IAW chapter here in Southern California. So we met, and we just started really getting to know each other first before doing any type of business together. And I think that's a key thing for people to know is that when you're networking, it's so rarely the case that you meet someone, and instantaneously they become their client. It's more the case that you're building that trust factor, you're getting to know the person, and then deciding whether or not you want to actually do business with them, or you want to be more of a power partner. However, sometimes, and this has happened to me, but it is not the majority of the time when all the stars align, and you meet someone, and there is the person you're meeting, who's first of all aware of the problem that you have the solution for, and they have already been looking for a solution. That's only 3% of people, 3% meet that criterion. Then that's when they can move quickly into being a client. But what about that other 97%? That's where the majority of your business and your relationships are going to be made so we need to have a whole strategy and system for that.
How do you stay in front of and best nurture your relationships?
Well, I do a variety of things, it really depends on the other person and how our relationship is set up. So for some people, I actually send them handwritten cards and I do that regularly. And you want to talk about a Pavlov's dog response, they love it, and if they don't get their card, you know, whatever it is once a month or once every two weeks, I hear about it. They're like, "Where's my card, were you not thinking about me this week?" Other examples are things like doing Facebook Lives together, where maybe I'll go on the other person's Facebook Live and have a conversation about what I do and how that could help that audience and vice versa, they could come on my Facebook groups, and we do a Facebook Live. It's really about sharing information that's going to elevate everyone. So when we work in collaboration, which really is a lot about networking, it's co elevating and co-creating, so that everyone is being lifted at the same time.
What advice would you offer that business professional who's really looking to grow their network?
I think the best one would be, and I know we've already talked about it, but really to do it in collaboration with other people. Because when you're growing your network, you really want to give yourself the best opportunity to do that. The best opportunity is going to be with other people so that you don't have to be alone, you don't have so much hard work and drudgery to do. When you do it with someone else, you also get the added benefit of being in a community and those good feelings of having support from somebody else, being able to share wins, and just having somebody else who has your back. So all of those can be felt and they are all somewhat intangible though you can't just put a number like 20% of people who have done this or that and have had support from somebody do better. There's really not the numbers, but it's the feeling and it is the actual application and the results. You will get results so much faster if you do it in collaboration.
If you could go back to your 20-year-old self? What would you tell yourself to do more or less of or differently with regards to your professional career?
I think one of the things that I would do, or tell myself would be to follow up more. Don't be shy about following up, because I used to have a lot of blocks, and sometimes they still show up in different forms and I'll talk myself out of following up. I'll say, "Oh that person went really wasn't that interested," or "They're not going to remember me," or "I don't really know what to say," or, "I don't want to feel rejected," you know, all of this mind chatter would be going on. Meanwhile, the days keep ticking by and then I get to whatever point a week, two weeks out, or two months out, and I'm like, "Oh, well now it's too late to follow up, they're really not going to remember me." So I would give myself the advice to just be bold, and have the confidence to follow up because nowadays, how I look at it is those people who I would follow up with, they have actually expressed some kind of interest when we were together. Also, they have a need, and if I don't help them solve that problem that they have, who's going to help them? It's like not giving food to somebody who's starving, and you got plenty of food? Right? Really you are doing yourself and the other person a huge disservice by not following up with them, connecting with them, letting them know what solutions you have for them. Then they get to decide if the timing is right and if it aligns with their value in terms of the price, but then it also if it aligns with what specifically they feel like they need and how confident and what kind of a rapport they have with you to give them that solution.
Do you have any final advice to offer our listeners about how to grow and support your network?
Well, I think the best advice is to just get out there. You can't win the game if you're not in the game. So just get out there and do the best you can. A lot of people are self-confident about going forward and networking, but you know what? The people you meet are probably going to be in a similar boat if that's you. These days, especially now more than ever, people are having a lot of compassion for other people's situations and if you don't say exactly the right thing, people are very forgiving and understanding and people just basically want to connect, and they want to know you. Of course, they want to know about your business, but people don't care how much you know until they know how much you care.
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