Get ready to build business relationships and network faster, better and stronger than ever before. The process I’m about to give you is one of the best hacks to build your network, even if you’re an introvert. The primary intention of the Mackay 66 Customer Profile is to help sales professionals build more effective, long-term relationships with customers.
Harvey Mackay is a legendary business leader who built $100 million company, wrote seven, New York Times best selling books that have been translated into 46 languages, sold in 80 countries, with more than 10 million copies sold to-date. Harvey is a nationally syndicated columnist for United Feature Syndicate, whose weekly articles appear in nearly 100 newspapers across the country. Harvey is a legendary speaker, and my business partner in charge of his online university, soon to become Harvey Mackay Academy.
Here’s why this approach to building your network is helpful for introverts …
The key to this process for building your network is using social media because introverts lose energy being around people. I know because I’m an introvert, and my network is growing larger than it would be otherwise because I love and use social media. You see, introverts can use social networks to build huge influence based on new relationships. We then get to meet these people in the real world when we come out of our introverted shells.
Wimp Warning: The Mackay 66 Customer Profile only works when you work the follow up process. What follows is a modern-day hack of one of the most powerful networking and relationship-building tools ever invented. (This is Rolodex striving for relevance.) But you must care a lot, and do the work.
“The 66" is viewed by millions of business leaders to be more important than the invention of the Rolodex because the typical Rolodex contains little, if any, useful information people collect or use to build their network faster, better, and stronger for life. Plus, these days, our Smartphone is the Rolodex, and how many times have you dropped it in the toilet and kicked yourself for not having a solid backup? Exactly.
Why is building relationships important? Because your network is everything when you think about it. Your network of people reflects not only who you are, but also the people with whom you have established and maintained a relationship with because it’s important to your business and your life. We know most about others when they meet a need in our business or life. Otherwise we move on.
Harvey Mackay is the man who wrote the original book on dealing with Sharks. If you haven’t read Swim With The Sharks Without Being Eaten Alive, maybe today is the day.
Many of you reading this article may not know Harvey. If not, click here and learn more about a man I consider to be one of the most legendary business leaders, once again, in the world’s history. (Harvey’s last name is pronounced with a “ay,” not an “ee,” because you often ask me.)
If you want to know if this process actually works, here’s proof: Harvey Mackay bought MackayMitchell Envelope Company when he was only 26. He transformed this company into a $100 million company. This is remarkable considering the envelope manufacturing business used to have approximately 200 companies worldwide. Today the number is closer to fewer than half. And MackayMitchell people use the Mackay 66 every day.
This level of commitment to building and managing relationships, an intense “customer first” focus, is the key driver for Harvey Mackay and the company’s success over many decades in a declining industry.
Warning: Don’t use this for hiring people unless you like lawsuits. You’ll notice a lot of this profile researches personal interests that can become very personal and intimate. Naturally, the more you know someone, the personal you can be with your relationship in appropriate ways.
The original Mackay 66 profile is a profile containing 66 things you research and record about people in your network. The key to this process is caring. You have to care about people to do the Mackay 66. This may explain why so few people actually practice this even if they learn it.
The Mackay 66 is one of the most powerful relationship building tools in the world if you use it. The Mackay 66 existed far before social selling became a buzzword, and we had tools like LinkedIn. When you think about the time, energy and commitment it requires to research and learn Harvey’s “66” things about people important to your business and life, the internet is a life saver if you use it. (See a pattern calling for action?)
Remember, your favorite subject to think, talk, speak and write about is you. This is true for everyone on the planet. Remembering this is one of the most powerful relationship building tools in the world. Dale Carnegie taught us this is his book, How to Win Friends and Influence People.
Harvey Mackay lives the 66. He’s taught the Mackay 66 to millions of people. You can search for it online, download the pdf, scrape the profile questions and do your own hack. Or you can continue reading here.
Very few people today will take the time to research all 66 profile questions. This is a hack I created to shorten the process of building relationships and expanding your network using social media. We are starved for time and attention these days, but social media and technology can make researching and maintaining relationships much easier than it used to be when we only used paper. Social media is also a huge breakthrough for introverts who seek to build our network because we can connect with people and not be physically around people, which is a key for introverts. We lose energy when hanging around too many people. For more information, read the book, Quiet-The Power of Introverts In A World That Can’t Stop Talking.
The entire purpose of this hack is to help you build better relationships with people by researching, collecting, managing, and CREATIVELY following up with people in your network based on what you know is most important to others. Your creative follow up on what you know about others is what makes the biggest difference.
If you’re a wimp, and you’re simply going to “try” to do this for people you care about, stop here. None of The Mackay 66 will work unless you commit to using a process, a system, and following up as long as you’re alive. I watch Harvey Mackay in action almost every day, and I’m telling you that Harvey lives this stuff like nobody else. This makes sense considering he invented “The 66.”
Okay, let’s rock on by following the steps in this game-changing hack …
This is the complete profile, but not in the original format. This is why you will see more than 66 items. You can use any of the items on my list to focus on IF you choose not to use the entire 66. Only the most dedicated relationship builders will use the entire 66 and follow up with any regularity. If you could choose just one thing to do, it might be sending a birthday card you hand write and sign, or a call, or a meal or visit together.
This hack is all about building better relationships to expand your network of people who you care about, and who care about you.
Most of us use social media and contact management or customer relationship management software. Examples of this range from your phone to Apple Address Book, Google Contacts, etc. Start here, then go wider to research and add people you want to add to your network.
Each “field” you will want in your contact management or CRM system. For example, the field for company name in the original Mackay 66 also contains the address. Naturally, this is data you need for a different field in your contact management or CRM system. Every line item below comes from the original 66, but can be a field you choose to use for your list of key contacts in your network. I did preserve the categories, just for integrity purposes because I have so much reverence for “The 66.” Also, the original “categories” such as Customer, Education, Family, are represented on this numbered list, but may not be fields you want to use in your contact management system or CRM. They are highlighted in bold to make this more clear.
Now you have The Mackay 66 Customer Profile hacked into five steps and 100+ data points, or fields, you’re already on your way to building the network of your life.
It’s up to you to do the work! It’s up to you to research, collect and gather as much information and insight as is useful for building relationships with prospects and customers, or anyone who’s important to your business and life. It’s up to you to follow up.
Remember, the Mackay 66 Customer Profile hack is important because “your network is everything.”
Mackay Envelope Corporation Minneapolis, Minnesota Copyright, 1983