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Never Throw Business Away


While writing my book, Confessions of Shameless Internet

Promoters, I contacted dozens of Internet marketing experts from

around the world.  During just one hour via e-mail I had written

to and received e-mails from all over the US, Canada, Mexico, the

UK and Australia.  That is five countries around the globe in

just ONE HOUR.  The power and the access to the world is now

available to all of us at lightening speed.


Here’s an example of how the amazing power of the Internet can

find endless opportunities: 


A year ago I had a client in Australia that was in search of another

speaker like myself who is an expert in marketing and retail, but that

lived in Australia.


Since I live in Phoenix, Arizona US, I did not know a soul in

Australia, much less a great speaker in the same niche market and

the same topic of expertise my client was looking for.  But,

following my motto to “Never Throw Business Away”, I set out to

find my Australian client a dynamic expert that lived in her



First I did a search on Yahoo – Australia.  Since my site comes

up very high on the search engines and directories when typing in

the keywords retail speaker, I was surprised that another speaker

appeared first on the list.  John Stanley – who is this John

Stanley I thought. I clicked onto his site and viewed it in great

detail. I had discovered that I had some tough competition on the

other side of the world.  Not only was John an expert in retail,

he was the perfect fit for my client. So I sent him an email with

the client’s contact information. Now you may be thinking, why

would you send your client to your competition?


Here are 5 BIG reasons why:


1.         My client would have found this speaker on her own doing a

search on the Internet or by contacting a Speakers Bureau anyway.

So, why not be the hero and help out the client at the same time.


2.         Servicing my clients is first and foremost on my list of

priorities. I take ordinary service and turn it into

extraordinary results.  This is easy to do, just stop selling and

start servicing and you reap amazing results.



3.         My clients are pleasantly surprised that I would not only

refer them to a competitor, but that I would take the time to

personally introduce them.  My referrals are often sent in the

form of an email (first choice because it is quick, easy and

effective), personalized letters or one on one in person.


4.         Business will comes back to you many times over when using

this method effectively.  I have personally experienced this for

years in the many different businesses I have owned.  Most people

are afraid of their competition and therefore avoid them. This

builds up a wall around you and a competitor who happens to have

the same core customer base as you do.  Don’t’ fight ‘em – join

‘em!  Build alliances and send them business.  It is a win-win

for everyone involved!


You service your customer, help out your competition and they in

turn will most likely turn around and help you back. Note: If

after sending numerous referrals to my competition with no

reciprocating action, I simply stop sending the referrals and

find another expert competitor that is willing to trade referrals



5.         People like to do business with people that they like, and

they like people that treat them fair, honesty and who truly care

about making personal connections and offering supportive

service.  That’s just good business!


And now for the rest of the story …


When I sent my newfound competitor, John Stanley my clients

contact information, I never knew if I would her back from him or

not.  And I did not know that he would want to reach out

instantly and help me back. At the time I was just helping a

client in need. But, John returned with an email to me within 24

hours.  John thanked me for the referral and mentioned that he

would be in Arizona, just 20 minutes from my home in two weeks.

He said he would give me a call when he arrived. Now what are the

chances of this happening with someone I just met via the

Internet from the other side of the world?


A couple of weeks went by and the phone call came. John was in

town and wanted me to stop by where he was presenting to meet

and chat up a bit.


We chatted up a bit all right – two hours later of not stop

chatting we had discovered more and more ways to refer one

another.  During our conversation, John told me he had to confess

to something that he could not tell me via email or by phone.


 “Just two days before I got your email, I did a search on Yahoo

and found Debbie Allen.  I thought, who is this Debbie Allen and

why am I not coming up first on the search engines under retail

speaker?   So I went onto your site and discovered your

expertise. I thought, this lady is some tough competition on the

other side of the world.  They I printed out a couple pages from

your Web site.  Those pages were sitting on my desk when I got

your email!”


Wow!  Makes the hair on your arms stand up, doesn’t it?  What are

the chances?  The chances my friends, for this type of

opportunity to happen to you, are endless now with the World Wide

Web.  Oh yes, and if that is not enough to convince you to do

more marketing via email and passing on referrals to your

competitors, let me share with you what happened with those

referral leads.


John and I have shared many contacts and created business

opportunities in many countries including the US, Australia, New

Zealand, Canada, Singapore, UK and Africa.  We have even

presented together on the same platform in England and were

dubbed the “The Ginger Rogers & Fred Astaire Of The Speaking

Business”. In addition, John has become one of my most successful

distributors and resellers of my books in his part of the world.


DON’T EVER THROW BUSINESS AWAY AGAIN! Seek out, connect and refer

your clients to another expert if you can’t take the business for

some reason. Become the resource for referrals and connections –

the Internet Rolodex.  When passing business along make sure that

you keep yourself in the referral loop.  Send an email

introduction to your client with a copy to the person you are

referring so that they can see the contact was made. Pass on all

the contact information for the referral.  Then wait for it to

come back around to you with TONS of personalized referrals and

increased business.


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Debbie Allen is one of the world’s top sales and marketing

experts. As an international speaker she has presented to

thousands of people in nine countries around the world.  She is

the author of the best seller, Confessions of Shameless Self

Promoters.  Download a free chapter and sign up for her free

newsletters on shameless marketing at

Contact Debbie directly to learn more about her dynamic keynote

presentations at 800-359-4544.