The Seven Levels of Communication – Core lessons for creating successful relationships

Who are you doing business with? Who are you collaborating with? Who are you selling your products or services to?

Is the most common answer to all of the above questions is that for people, paid advertising is more expensive today, so how to maintain and develop your business sustainably?

In this article, AZLifeMastery will share with you the core idea to help you solve this problem through the book by Michael J. Maher: 7L The Seven Levels of Communication Go From Relationships to Referrals.

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The ability to build relationships is the “backbone” of a successful business.

Suppose you want to be successful in business. In that case, you need to know how to win about people, book 7L: The Seven Levels of Communication: Go From Relationships to Referrals by Michael J. Maher will help you do that.

By outlining and showing what every entrepreneur needs to do to grow a business, you’ll be equipped with the skills you need to have a strong business relationship.

Michael J. Maher shares his know-how and experience in sales through a simulated story between Rick Masters and his mentor in finding the secret to success and methods to achieve success that can convince customers and improve the quality of building customer relationships.

Most importantly, how can they become a reputable “referral source” for their next customers in the future or not?

The seven-level model of successful communication

(going from lowest to highest) shared by Michael J.Maher:


2/ Direct mail

3/ Send email

4/ Handwritten note

5/ Make a phone call

6/ Events and seminars

7/ Meet 1-1

As we can low, the three lowest levels known as Information Zones include: Advertising, direct mail, and emailing. This mode of communication is suitable for information sharing, confirmation, or updates.

The three highest levels are Zones of Influence which include: Calls, events and seminars, and one-on-one meetings. If you’re looking to influence, persuade, or build relationships, apply those three levels.

In the sales business, what we need to focus on is the AREA. This is a decisive stage and also shows how far your ability to convince customers.

The above communication model applies not only to the real estate industry but also to all industries. As long as we know how to exploit, every deal will bring success.

To reach customers and spend enough time with your leads, you need to focus on your Zone of Influence. Make sure you spend about 80% of your time working on the phone or talking to people.

The only way to make sure you make time for your Zone of Influence is to plan it out in detail by dividing your day into hours.

Prioritizing your work and calls will help you focus on your leads and improve your productivity. However, this does not mean that all time frames have to call and meet with customers; you must create a White Space for yourself.

Whitespace means open time, allowing you to do whatever you want – finish unfinished tasks, go for a walk, answer calls, have a coffee, and more. It gives you flexibility in the framework.

Home field advantage:

Have you ever walked into a restaurant to meet an important partner? The strange thing is that all the staff in that restaurant greeted the partner very respectfully, and everyone was happy and greeted very enthusiastically. . Looking at the way the restaurant staff treats this partner, it will surely make you respect and trust her more, right? This is explained by a trick that all traders use, but not sure you know.

Usually, when – business people and sales staff will often have appointments at different locations with customers to discuss contracts and work-related issues.

However, it is especially important that the location for the appointment with the customer is very important. Once you get to know all of the staff of the location (be it a coffee shop, fine-dining restaurant, etc.), arrange all appointments with your clients in that place, ending the appointment. Appointment after appointment.

When visiting a certain place, become a loyal customer. Say hello to the employees there, and give them a tip of at least 20%.

In other words, get to know all the staff there, and treat them like friends. Apply the FROG (Family-Recreation-Occupation-Goals) model: Ask about their family, hobbies, occupation, and goals. Once you get to know all the staff, you’ll have more advantages in every appointment.

Gradually, if he wins the sympathy and affection of the restaurant staff, he will have the home-field advantage in every appointment. This place will become a neutral location with all of the above advantages and help you reduce unnecessary expenses. If he went to another location, he might have to spend a lot of money and join a private club, but some people might not be comfortable seeing him there.

Connect with Connectors

This is the strategy in the Zone of Influence model – Events and Workshops. The way to find customers and convince them to be highly effective; you need to go to events or seminars related to the industry to be able to expand your network of relationships.

But how do you know what goes on in that event?

According to Michael, when we see an event coming up, we should look up the information of the person in charge of the program. You will ask the curator two questions: Will the introduction be formal or informal, and the names of three or four people of importance in the event? Ask to be introduced to them.

Next, you need to rely on that information to prepare: dig up information about those people on Google to know what to say when you meet them.

When joining the event, please join 30 minutes in advance. Start a conversation with the event organizer, introduce yourself to him, and remind him to introduce you to your guests afterward.

When you come across those important people, apply FROG as explained above to dive deep into them and connect with them.

However, when talking to any customer, it’s not just normal communication, you need to communicate in a purposeful manner and each object will have a different behavioral style.

Four behavioral styles

Helps you to better categorize your customers – Abbreviation: DiSC

1/ Dominance is domination. Type D people are usually straight to the point. They tend to be hard-working and fast-paced but impatient. They don’t like lengthy explanations; they want to get the end result.

2/ Influence is influence. They are usually very laid back, friendly, affectionate and energetic. They are the life force of the party.

3/ Steadiness is stability. These people are always stable and reliable. They prefer certainty and security over improvisation. They like operating systems.

4/ Compliance is compliance. These people are usually very perfectionists, living by the rules. They often yearn for a life of principle and order. They are the ones who will tell you: It’s better to do it right than to do it fast.

When you know each audience has different behaviors, your persuasion will increase dramatically.

Examples for each type of person:

1/ D-type person – likes to get straight to the point

“Hi James, I’m Rick. I have found the right home for you. Call me as soon as you get this message.”

2/ Type I – likes to have fun, is friendly

“Hi James, I’m Rick. Hey buddy, I found the house you’re looking for. The house has a large kitchen and a backyard where he can host parties, and it’s close to his favorite baseball player’s house. Call me as soon as you get this message.”

3/ S-type – likes stability

“Hi James, I’m Rick. I hope today is a good day for you. I wanted to let you know that I am still searching for homes that match your requirements. I found a home for you. It is located on a dead-end street, very safe for his family. The seller is also very happy to cooperate. Can you arrange a time to see the house tomorrow afternoon? Let’s schedule at 2:00 tomorrow afternoon and we’ll go together.”

4/ Type C – likes compliance and has clear rules

“Hi James, this is Rick Masters. It is 12:35 am and I have found a house at 123 street… The house has four bedrooms, three bathrooms and a large garage that can fit three cars. The home is about 3351 square feet and its price tag is comparable to other homes at the end of the block. I can take you to see the house at 2:00 tomorrow afternoon and we will have to finish the appointment at 3:30. Call me between 1:00′ and 4:00′ today to let me know you’ve received the message and would like to see the home.”

One-on-one meeting

What will you do in this face-to-face meeting?

Start looking for information about the people you are about to meet. Once there, remember to do four things.

1/ Remember about FROG

Ask them what their biggest challenge is right now and what you need to do

3/ Be in tune with them in the conversation. Don’t speak too fast or speak too slow

4/ You will have to end the conversation with two questions: how can I help you and what can I do for you?

After the meeting, you need to have an extremely important step, which is Follow-up. A system that follows customers closely to plan as well as retain customers for as long as possible. Without Follow-up, it will be straightforward for your customers to fall into the sights of your competitors.

In addition to FROG, the following two phrases will help you move deeper into the conversation with your customers: “Tell me more about it,” and “How important is this to you? “. When you really understand all the needs of your customers, you will win their hearts more fully.

In business, getting more customers into your database is extremely important. The fastest way to grow your business is to get more referrals. But how do you get your existing customers to refer you to others without using the word “referral”?

Instead of asking “do you know”, start with “who else do you know” and add “have the same need to buy/learn/use as you” to the question.

For example:

Instead of saying, “David, working with you and DeAnna was great. Do you know anyone looking to buy a home?” we would say, “David, it was great working with you. Do you know anyone else who is looking to rent or buy a home for the first time like you and are buying right now?”


To build quality relationships and achieve more business success, you need to focus on the “Zone of Influence” in the communication model from Michael J.Maher. Plan well and be more proactive in all your appointments.

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So above, AZlifemastery has just shared with you the important points to note in creating a sustainable distribution channel in your business plan, don’t forget to share it with others if you find it useful for them.

Other books by Michael J. Maher