Welcome

Barry Allaway 2013

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In a recent major international survey, 97% of business owners said they relied on word of mouth / referral marketing to grow their business, but only 4% had a

plan to achieve this…

for the other 93% of you, You’re in the right place!

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We’re going to help you

Release the Power of your contact spheres…

and understand what it takes to become a Referral Master!

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A bit about me…

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So what is this success formula? 1. Your database will be your biggest asset – but you need to build the

foundations the right way to make it fit for purpose for the long term

2. You need to segment your database and focus the right effort / resources on the right relationships

3. You need to know your numbers/ ratios so you know what you can / can’t afford to invest to win / keep a customers / clients

4. You can’t keep you/your business at the top of mind with your clients/ customers without a keep-in-touch programme and supporting activities

5. Super-successful people set goals and IMPLEMENT

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Referral Master Fact...

“Your database will be your biggest business asset when you develop it, segment it and utilise it to its full potential”

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Your database is your biggest asset

• You need a database that is scalable and down the road can integrate with CRM

and Auto-responder tools

• You need to plan the structure of your database carefully – It’s your goldmine, your pipeline to future wealth and prosperity if managed well

• You need to be a farmer not a hunter with your contacts

– Nurture relationships – not hunt to kill

• Build know-like-trust relationships – remember it’s all about... farming... not hunting

• Keep developing your database every day, week, month and year

• When do you stop communicating?

– When they buy – move them into your customer comms plan

– or when they die!!! (or if they un-subscribe)

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Referral Master Fact...

“It’s not just who you know that matters, it’s who your contacts know, and who their contacts know that creates massive referral potential and creates a Referral Pipeline that you can tap

into for a lifetime.”

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Segmenting your customers and

contacts for maximum success

• Its not just who you know... Its who the people you know as well that matters

– 250

– X 250

– = 62,500

• Segment into 4 segments

– VIRPs (Very Important Referral Partners) – Top 20

– Gold's - next 50

– Silver - next 100

– Developing Relationships - Rest

• Diary (set as a mtg with yourself EVERY WEEK) - 30 mins

– Add to database

– Promote/ demote up/down segments as relationships build (or not)

– The you can maximise your contact spheres

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“If you don’t know your numbers, how will you know What a customer is really

worth to you?, Without understanding your ratios you run the danger of your job being an expensive hobby that costs you rather

than pays you”

Referral Master Fact...

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If you don’t know your numbers, your business

may as well just be a hobby

• You need to know...

– Average spend per customer (job/ month/ year)

– Customer / Client lifecycle (i.e. how long a customer remains a

customer in years)

– Average cost of each job / task/ month servicing the customer / client

• Then you can work out

– How much income (gross) you get per customer/client per

job/month/year

– How profitable a customer / client is per job/month/year

– How much you can afford to invest to

• Win new customers/clients

• Invest to retain customers / clients

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“Tend those relationships with TLC (Tender Loving Care). Be a farmer who tends his flock, not a

hunter who kills as in no time at all, you will have

frightened off the flock and be left to hunt alone”

Referral Master Fact...

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Your key to success

the Keep-In-Touch Plan

• Spend time mapping out ideas

• Differentiate – stand out from the crowd

• Multiple marketing / keep-In-Touch Pillars

– Events

– Promotions / offers

• Split out by segment (invest more £ and time in VIRPs than Gold's, Gold's than in

Silvers etc)

– Communications (tie it all together in a consistent manner to maximise exposure/ retention of

information / expertise)

• Hard copy newsletter frequency / key feature per month / quarter

• Social media

• E-Mail (not great, but can work if there is strong know-like-trust relationship in place

• Cards/ Postcards

– Suitable gifts / RAOK (Random Acts of Kindness) – Business books work well

• Spend time each week implementing / keeping the plan in action

• Remember you’re not everyone....make sure your plan works for your customers/clients...its not

about you... Its all about them

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Referral Master Fact...

“Without Implementation and action, a goal, is just a pipedream, not a pipeline

to the future”

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Committing to the plan and goal setting

• Harvard study of 1950’s alumni– top 3% - more assets than other

97% combined

– Key differentiator = Setting goals and implementing a plan to

achieve them

• 80/20 rule

– 60/20 – struggling / getting by

– 15/4/1 – getting there, successful, super-successful

• 99% of the time a supersonic passenger jet / NASA space craft is off

track by up to 10%

– Constant reviewing / tweaking gets them to the end goal Don't catch the business disease of the century

BANARAMA SYNDROME

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Summary

• Build a pipeline for the future.... not a pipedream

• Your database should be your biggest business asset

• You have to segment your database to make it a powerhouse

• Know your numbers and ratios and invest accordingly on getting / keeping

customers and clients

• Build a personal Keep-In-Touch plan

• Commit to the plan set goals

• Remember 60/20....5/4/1

– Don’t follow the crowd – 80% of them are wrong

– Be in the 20%, not the 80%

• Don't catch Banarama Syndrome, or be an expert procrastinator – that wont

get you very far

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Thank You…

Want more info?

Process that walks you through 5 Core activities 1) Database Creation / Health check 2) Segmenting your database for maximum future win/win benefit 3) Understanding your numbers and ratios 4) Creating a keep-in-touch plan 5) Setting Referral and Word of Mouth business development

Goals and Implementation to achieve them

1. 101 Tips Book 2. Audio Book (coming soon) 3. Triple DVD/CD Set 4. Premium Deluxe Toolkit

Here to help....

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Referral Request

1) Who do you know who may be interested in

adding this bolt-on Mentoring / Coaching /

Speaker opportunity to their business armoury

through a tie in to use the material in a ‘done for

them’ product and speaker toolkit?

2) Join the fast growing on-line community of over

2000 – www.facebook.com/referralmaster