What is Ninja Recruiting?
“Marshall Thurber taught me the very important lesson that the universe is set up around abundance not scarcity, and that the key to success is creation and cooperation, not competition.” - Larry Kendall, Ninja Selling: Subtle Skills. Big Results.
Introduction:
Larry Kendall, the creator of the Ninja Selling system, is a Vietnam Era veteran from Fort Collins, Colorado, and when I attended my first Ninja seminar I was what he would call an "accidental Realtor." Meaning, I didn't have a real plan on how to grow my business, how to keep my pipeline full, or how to stay in touch with my past clients to generate repeat business.
Since incorporating the Ninja Selling system into my business, my business has more than doubled but I also have more time to spend with my family (including my VFW family). Now I am an "on purpose Realtor."
Ninja Recruiting
The Ninja Selling system revolves around the "Ninja Nine" which are a set of five daily and four weekly actions that, if followed, will keep you in flow with your customers. However, if we consider our members to be "internal" customers of our organization with slight modifications the "Ninja Nine" can help us recruit and retain new members.
The VFW Ninja Nine
Show up
Practice gratitude
Send hand written notes
Call your hot list (expiring 90-days or less)
Call your warm list = Buddy Checks (life members, expiring 90+ days)
Work the programs (VOD/PP, MAP, UTCH, etc.)
Community involvement
Member appreciation
Update your database
However, success is not as simple as checking the boxes on this list. Success consists of three components. The proper MINDSET, a particular SKILLSET, and a plan of ACTION.
Proper Mindset
The reason we open our meetings reminding everyone not to let "petty jealousies or trivial personalities influence our deliberations" is to reset our mindset to one of service over self. According to "The Wonder Drug" by Drs. Stephen Trzeciak and Anthony Mazzarelli it is scientifically proven that serving others is the best medicine for yourself. Some of the benefits of a live-to-give mentality include:
Longer life
Better health
More energy and resilience
Less burnout, depression, and anxiety
More happiness, fulfillment, and well-being
More personal and professional success (including higher income)
And, no harmful side effects
Particular Skillset
By incorporating the VFW Ninja Nine into your routine you will develop a skillset that will attract new members and keep your existing members. Keep in mind, the VFW loses more members out the back door (lapsed members) than we do due to departed comrades. Ask any business owner and they will tell you it is much easier and less expensive to retain a customer than to find a new one. Why do you think coffee shops give out punch cards, airlines and hotels rewards, or the grocery store gives you a discount on gas? It is to keep you coming back and entice others to sign up for these benefits.
However, as a membership organization, we are in the people business and, unfortunately, some of our comrades need help with their interpersonal skills. For that, I want to introduce the FORD acronym, which stands for:
(F)amily
(O)ccupation
(R)ecreation
(D)reams
Anyone can start a non-threatening, non-salesy, conversation by sticking to these four categories. We've all worked a recruiting table that seems to have a six foot forcefield around it, where every passerby does all they can to avoid eye-contact. I recommend, when you do catch someone's eye, you don't launch into a recruiting pitch. Instead start with a FORD question. Find out what interests them, focusing on the pleasure or pain of their service, their impression of the VFW, or anything else to build rapport. Once they know, like, and trust you, you can ask them to become a member.
Plan of Action
Once you have proper mindset, and have honed your skillset, the Ninja Nine becomes your plan of action. Just keep in mind, these tasks are easy to do but they are just as easy not to do, and it all starts with showing up. I've long said being in the VFW is a participation sport, but showing up is not limited to an event or even a certain location.
Showing up can be calling your hot or warm list. Showing up is writing handwritten notes. Don't know what to say over the phone or to put in a card? Check social media and take note of the FORD things happening in the lives of your members. Someone has a new grandchild, send them a card instead of getting lost in the flood of Facebook likes and comments. A member gets a promotion, send them a congratulatory text or, even better, call them to hear the excitement in their voice. The idea is to be in "flow" with your members long before their membership is about to expire. You don't want the only time a member hears from Post leadership is when they owe us money.
Working the core VFW programs are a simple way to get involved in the community, and something new and old members alike can wrap their heads around. However, empower and listen to the membership who bring forward other ideas for community service. Remember the quote at the top of this page and don't let competition thwart the success of your Post. I've found that more volunteers show up to an event that originated from the membership than an announcement from the podium that we need volunteers at such and such date and time. A bottom up approach shows the members they are appreciated and goes a long way to building the camaraderie the VFW is know for.
Conclusion
There is an old saying about the more you give, the more you shall receive. By applying the above with a live-to-give mentality, as leaders of this organization, we will not only be more effective and avoid the dreaded burnout, we will find there is an abundance of members our there. By staying in flow with and appreciating our current members we can reduce the need to plug so many holes in our membership numbers, and focus on completing the mission. Then, as the good deeds are being done in our communities we will begin to attract (rather than recruit) new members.
Just remember, this approach is not a silver bullet or a quick fix. It is a system that will take time to implement and perfect. Like any change, it won't be easy and there will be the naysayers. However, without a shift in the way we conduct business we will continue to struggle to grow this great organization.
