Follow Us
Follow us on FacebookFollow us on LinkedInFollow us on TwitterFollow us on Google PlusFollow us on YouTube

Article Detail

Ben Franklin, Puppy Dogs, and Referral MarketingWednesday 03/13/2013
BertrandBertrand McHenry / Referral Institute Of Houston
Owner / Trainer / Consutlant

281-401-9852 / 281-300-8228
Ben Franklin, Puppy Dogs, Referral Marketing and the GNPBy Dirk Cummins and Bertrand McHenry


“Referral Marketing”, “Networking”, “Business by Relationship” these are buzz words that we have all been hearing in the market place the last several years. In fact it has become rather chic, sexy for sure, to sprinkle your business conversations with at least one of these phrases. When a concept reaches this kind of popularity status it runs the risk of becoming cliché and loses it’s innate impact. We were discussing this one day last week and how it has become a bit irritating to listen to people use these terms so often in the wrong way. The concept of selling is one that brings up painful emotions for many, many entrepreneurs and that is a sad state of affairs.


Wait a minute! Aren’t you guys the ones who are on the forefront of teaching business owners the art and science of Referral Marketing and Networking? Indeed we are, but by day our secret identities are, wait for it…….Super Sales Pros! Surprised? You shouldn’t be, but let’s explain this a bit. Our niche is Referral Marketing as a system, but we were raised as sales professionsals. That is our background and one we are proud of, and one that Ben Franklin was proud of as well. Ben Franklin inventor and consummate business man, in fact Franklin was what we would call today a “Boot Strapper”.  Meaning that businessman who starts a business on a shoe string and by persistence and force of will creates a successful business.  Early on he learned if he was to succeed he needed to create revenue. Revenue is created when the process of a product (or service) and money changes hands, occurs. This process happens millions of times a day between business owners and customers and literally becomes our country’s revenue and GNP.


Now for years and years the way we arrived at the end of the sales process was taught as a manipulative adversarial process and it worked, for a while. We were taught the Puppy Dog Close, The Ben Franklin Close and a thousand others equally manipulative. That old was of selling is gone…hopefully forever! However that is not the process most business owners are afraid of. What most owners are afraid of is simply closing the sale at all. So instead of taking personal responsibility of creating their own revenue…they opt for avoiding that pain by squawking about doing “business by relationship”…which is a way of procrastinating what must be done as responsible patriotic business people…Closing The Sale!


Let’s be clear, Networking is one of the most powerful ways to get connected in the market place and brand yourself.  Referral Marketing is the undisputed single most potent form of marketing there is and can get you closer to doing business than anything else. Business by Relationship is about aligning yourself with powerful strategic partners who can champion your cause in the market place. Having said all of that, in order to create revenue, grow a successful business, add to our nation’s success, after our referral partners have brought us to the referral’s desk, we still must be bold and responsible enough to be able to sit across from the prospect after you’ve presented your solution and simply say “What do you see as our next step here?” Go be uniquely American and close some business today!



About Our Show Advisor: Bertrand McHenry spent 22 years developing his skills in outside sales. Starting out in the cell phone business, then to Pitney Bowes, Dictaphone Division, and finally in Medical Diagnostic Equipment Sales. His expertise became finding, training, and developing dynamic and record setting sales teams. A number of years ago he was introduced to the concept of “Referral Marketing” as a strategy for growing his business. It worked and he was hooked! At a conference Bertrand was presented with the Referral Institute opportunity and “I was intrigued so I began researching the company and its curriculum. It is actually the only company teaching Referral Marketing as a strategy to business owners and entrepreneurs around the world…so it didn’t take me long.” These days Bertrand is doing what he loves and what he does best…teach and train! “There is a lot of misunderstanding around the words “networking” and “referral marketing”. People make a lot of assumptions about those two words, and most of those assumptions are wrong! I can tell you without a doubt that Referral Marketing is the most powerful form of marketing there is. If we structure a referral marketing strategy and follow through week after week and just use the V.C.P relationship model…we can actually predict our income 6, 9, even 12 months out!” Most recently he has been quoted on,, and USA Today featured him in an article on today’s economy calling him a “Trendsetter in the New Economy!” He is also a contributing author on Brian Tracy’s newest book titled “The Only Business Book You’ll Ever Need to Buy” due out in February 2012 Bertrand also hosted a radio show “Business Builders Radio” on CBS radio, Talk 650 AM. The radio show was dedicated to teaching the concepts of referral marketing and helping as many business owners as possible. Bertrand is fond of saying: “I love to teach business owners to Work Less, Play More, Make More Money, and Create Referrals for Life!”

Previously broadcast from:
SKL @ 11/07/2011 - 01/03/2014
CBS Radio's Talk 650 10/12/2009 - 07/01/2011
CNN 650 Radio News 11/08/2006 - 10/08/2009
KSEV AM700 04/04/2005 - 10/30/2006

Member Login

E-mail Address
Forgot Password