Building advocates

Building Advocates

Ron KranzThought ProvokerApril 2012

How to develop referral advocates

COPYRIGHT 2012 Beyond the Benchmark. All rights reserved.

What’s better than a loyal client?

Give

Referral

s

Willing to Give;

But Don’t

No

Referrals

20% 60% 20% Value Demonstrated No Value

Trust Lack Trust Time No Time No Interest

Appreciated Liked Not Liked Ideal Fit Good Fit No Fit

Proactive Reactive Inactive Committed Indifferent

Understands Offering

Uneducated To Offering

ADVOCATE REFERRAL OPPORTUNITY

Advocates are… “…personal walking ambassadors”

Clients

Other Trusted Professionals

(Non-Clients)

Paradigm Shift: Think DifferentlyCLIENTS REFERRAL

PARTNERS TRIADS QUADS GROUPS

Referral Sources

Seek AdvocatesClients Will Follow

Ideal “Bull’s Eye” Client – Aim for your…

And share your profile with your advocates.

Ideal “Bull’s Eye” Client – Two Components

IdealClient

Demographic

Psychographic

COLLABORATIVE REFERRAL RELATIONSHIPS

Firs

t

PartnerSe

cond Partner Third Partner

Four

th Partner Fift

h

Partner

Be referral-centric.

Build a Network of Advocates:

GOAL: 20 to 30 partners

Qualities of a Good Referral Partner

Go-Giver

Relational Capital

Accountability

Going A Mile Deep – Be Strategic and Leverage Time

CLIENTS REFERRAL PARTNERS

TRIADS QUADS GROUPS

Referral Sources

CLIENTS REFERRAL PARTNERS

TRIADS QUADS GROUPS

Referral-Centric Marketing

Identify and Profile Bull’s-Eye Client

Pursue and Commit to Referral Relationships

Be Strategic and Leverage Time

THANKS FOR LISTENING