GETTING MORE REPEATS & REFERRAL BUSINESS – …€¦ · Vow Academy Webinar Series GETTING MORE REPEATS & REFERRAL BUSINESS – HARNESSING WORD OF MOUTH (c)2012 1. 9/13/2012 2 WE

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Hosted by:David Staughton - professional presenter, author and an expert on how to make small businesses work.

Vow Academy Webinar Series

GETTING MORE REPEATS & REFERRAL BUSINESS –HARNESSING WORD OF MOUTH

www.bigdave.com.au (c)2012 1

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WE LOVE OUR SPONSORS!


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CELEBRATE ANY GOOD NEWS

What’s the BEST THING

that’s happened?

WINS?Success Stories ? Personal Best?

Any Improvements?

REFERRAL RESULTS

1. MINDSET2. PROCESS“EARN THE RIGHT”


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THE MINDSET FOR SUCCESS

üAttitudeüBeliefüConfidence

üDisciplineüEffectivenessüFocus - Fast

“SPEED IS MONEY”“CLARITY IS MORE MONEY!”


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REASONS WHY MOST PROFESSIONALS SUCK AT REFERRALS

Most Professionals have terrible and inconsistent relationship-building follow-up.

• There is no plan or systematic approach. • There is not even a regular to-do list to further

active referrals. • The daily tasks of running a business, serving

clients, and other work get in the way. (excuse)In other words, there is no disciplined effort! ON A ‘GET WORK/DO WORK’ ROLLERCOASTER

YOU CAN GET MORE REFERRALS

üReferrals from Your ClientsüReferrals from Professional AlliancesüReferrals from Friends & NetworksüReferrals from Prospects

BUT YOU NEED A SYSTEM!BE PROACTIVE

LEADS ARE WORTH $100+ EACH


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WHY PROSPECTS CHOOSE A BROKER

ü KNOW You – A Trusted Relationship (Likeable)

ü TRUST your Brand – Brand attributes & recall

ü Keeps in touch – Follows up – Uses Database for updates (e.g. interest rates change)

ü Convenient Office Locationor they are Mobile (Visit you)

ü REFERRED by past clientü REFERRED by third party

ü Community Supporter –active in sponsorships or support of a community

ü Works In Your Best Interest –for the client!

ü Has the Best Deals – wide range of lenders!

ü SMSF assistanceü Extras and Add-ons available

– Properties, Risk Insurance ü Alliances – property & legals

STEP 1 - BE REFERABLE


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BUILD A REFERRAL ENGINE!

Don't Wait for the Pipeline to Dry UpPut a referral process into place now to drive high quality referrals consistently.

Create Your Own Referral System

or build a Referral Circle

USE A REFERRAL SYSTEMOFFER A REFERRAL INCENTIVE


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THE SIX TYPES OF PROSPECTS

Regulars & Repeats – HIGH Trust & ConversionReferrals & Reputation – MEDIUM Trust & ConversionResponses & Randoms – LOW Trust & Conversion

TESTIMONIALS BUILD TRUST

üSuccess StoriesüCase StudiesüBefore and After

PhotosüOnline ReviewsüPics & Video


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KNOW WHAT YOU REALLY WANTLOOKING FORüReferralsü LeadsüProspectsüNamesüSuggestions

COLLECT• Testimonials• Recommendations• Endorsements• Case Studies – Before

& After• Referrers & Ravers• Advocates

MAKE IT EASIER TO REFER YOUWORK ON REFERRAL TOOLS

• Educate referral sources so they know what an ideal referral looks like.

• Give your referrers tools they need to refer you.Create a special website for referrals and testimonials. Offer a link to it in your email signatureGive copies of the PDF document posted there to people who are interested in referring him.


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MAKE THE MOST OF YOUR TOP 50

MAKE YOUR LISTS• Top 10 Clients by Love• Top 10 Clients by $$$• Top 10 Connectors• Top 10 Alliances• Top 10 Referrers

ASK FORüTestimonialsüVideo TestimonialüEvent InvitationsüUseful InformationüGossip and TipsüReferral Leads

FIND MORE PROFESSIONAL REFERRERS

FASTER - HUNTER• Real Estate Agents• Property Developers• Sales People / BDMs• Speakers/Motivators• Life Coaches • Biz Coaches

SLOWER - FARMER• Accountants• Solicitors• Financial Planners• Architects/ Valuers• Builders

EITHER§ Other Brokers & Lenders§ Relationship Bankers


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SEEK CROSS-REFERRALS

ØMortgagesØRisk Insurance ØConveyancingØFinancial PlanningØWealth Coaching ØPropertyØSMSFØLegal ServicesØLeasing

PROSPECT TARGET OF THE MONTH

DO YOU KNOW ANY..• Professionals –

e.g. Accountant• Builders Developers• Tradesmen• First home buyers• Holiday home buyers

LOOKING FOR TRIGGERS• Buying a House• Kids leaving home• Refinancing• Retiring• Travelling


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SIMPLE & EASY REFERRAL TIPS

• Hand out more Business Cards • Use a “Referral phrase” on your cards or Emails• Design a card holder for multiple Biz Cards• Appeal for referrals on your Email Signature• Offer a Referral Rewards program• Give a Gift on Settlement – plant (with an offer)• Develop and use Promotional products• Have a Process for “Wrapping up each meeting”

BIZ CARD / EMAIL SIGNATURE

• Referrals Appreciated

• Our Business Grows by Referral

• By Referral Only

• PS Every single client we deal with has been introduced to us by a family member or friend –if you like what we do, please pass our details on!


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RAVE ABOUT YOUR REFERRALS

• A "Referrals Appreciated" blurb in your print or email newsletter.

• Be sure to describe what an ideal referral looks like for you.

• Tell Referral stories and write about case studies of success!

• SHARE your email newsletter, include a request: "If you got value from this article, please share it with your network (e.g., Facebook, Twitter, LinkedIn)." Add icons and links that make it easy to share content.

ONLINE REFERRAL AIDS

• Get Endorsements• Get Connections• Find/Track People• Include the Link to

make it easy for referral sources to share. "Please feel free to forward my profile to others you feel would benefit from my services."


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FOLLOWING A PROCESS


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COLLECT MORE PEOPLE INFO

Collect more names on Info collecting sheets• Emergency contacts?• Parents?• Siblings?• Employer?• Neighbours?• Any Clubs?• Referrals?

Anyone else?TIC TAC TOE

ASK YOUR CLIENTS ABOUT PROFESSIONAL CONNECTIONS

FOR EACH CLIENT YOU GET• Are you happy with your Accountant?• Who is your Solicitor?• Do you know any

Real estate agents?• Who Else? What Else?


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WHAT DO YOU TALK ABOUT?

• Personal Stuff• Problems• Process• People• Possibilities• Products/Services• Performance• Profit $$$ - PricePositive or Negative??

RESULTSFOCUS!


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HOW TO ASKFOR REFERRALS

ASKING FOR REFERRALS 101WHO ELSE?• “So, Who else do you know in the ………. Industry?”• “Do you know many of your Neighbours around here?” • “I wonder if you can help me – I am looking for (target)”• “My business grows by Referrals and I’d really like to

help some of your friends and colleagues (PAUSE)”AT EVENTS• “Do you know anybody else here tonight?” (event)• “I’d like to meet X – could you introduce me?”


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THE PLANT & HARVEST REFERRALS METHOD

TWO MOMENTS OF HAPPY OPPORTUNITY!• The First Meeting (Wanting the Loan) and

after Settlement - Getting the Funds!

• “Our business grows by referral, When we get you the loan and you are happy with our service – I will ask you for three names of other people –just like you - that we can help.”

• “Do you remember when ...”

OFFER A ‘SPECIAL FEE’FOR REFERRERS

Or do a DEAL – “Special Referrer Fee”• “Our normal fee is $X but for you I can offer a

reduced fee of $Y as a special referrer” –All you have to do is provide the names of three other people just like you – that would like to use our services.”

CREATE MORE REFERRAL SPOTTERSTrade their Referrals for Added VALUE.


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EARNING THE RIGHT TO GET REFERRALS

THINK KLAT – THE TALK FACTOR How well do I

reallyKNOW YOU?Reputation

3rd PartyReferral

MeetingsCold CallsMarketingFeedback

How much do Ireally

LIKE YOU?

1st Impression

Presentation

Great Rapport

Not Negative

Similar Values

Personalities

Time Spent

Am I AWARE OFACHIEVEMENTS

& ABILITIES?

E-Newsletters

Testimonials

Success Stories

Find your Niche Be a Specialist

Do a truly outstanding job

Do I reallyTRUST YOU?

Credibility

Confidentiality

Integrity

Values

Delivery

Past Successes

Not breakingTrust


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MAKING THE MOST OF ANY REFERRAL CONNECTIONS

Only 1 to 5% of Cold Calls lead to a successful sale

SUCCESS RATES USING A REFERRAL

• 15% of referrals are successful when the referrer is just mentioned

• 50% when a phone call or email is made on your behalf

• 80% when the person who made the introduction attends the meeting

Sandler Sales Institute USA

You need COMMITTED PARTNERS to make the most of Referrals

WHY REFERRALS STOP!DO YOU DESERVE THE REFERRAL?

P L E A S U R E “ T A L K ” fa c to r

F as t K e e n

P ro fe s s io n a l C o n s is te n t R e c ip ro c ity

R e c e n c y R e w a rd s

PA IN E m b a rra s s m e n t

N e g a tiv e F e e d b a c k M is ta k e s

S lo w R e s p o ns e D iffic u lt A p a th y

R e s e n tm e n t C a re le s s n e s s

J e a lo u s N o t C a rin g

T R U S T H o n e s ty In te g rity C o n f id e n t ia lity R e s p e ct


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USE THE TRILOGY OF TRUSTPower and credibility of a Third Party Introduction (Trilogy of Trust)

• Find and develop more Referral Partners like • Client Advocates• Accountants • Business Lawyers• Specialist Brokers• Industry Association Staff • Government Reps

GOLD-MEDAL REFERRERS – SILVER - BRONZE

GETTING MORE REFERRALS FROM ACCOUNTANTS

FOLLOW A PROCESS

TIP SHEET!


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YOUR RELATIONSHIP CARE FACTOR

How much do you really care?

Show me that you really care by giving first – The “Givers Get” Principle

GIVE A REFERRAL – GET A REFERRAL

“If you help enough people get what they want, you’ll get what you want” Zig Ziglar

REWARD YOUR REFERRERS FOR ANY PROSPECT!


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FIND YOUR SOURCE OF ENQUIRY

ALWAYS Track source of enquiry for every lead

• “Have you dealt with us before?” Y/N• “Do you mind if ask how you found out about us?”• “How did you find out about us?”• “Were you referred by someone?”

FIND AND REWARD THE SOURCE


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REWARD ANY REFERRAL OR LEAD• Follow up - Phone Calls • Send Cards & Emails • Personalised Gifts – YOU CARE• Invitations to special events• Useful info / connections• Chocolates and Flowers!

www.moonpig.com.au www.sendacard.com.auwww.lollypotz.com.au


http://www.moonpig.com.au

http://www.sendacard.com.au

http://www.lollypotz.com.au

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BEST BOOKS ON REFERRALS

• The Referral Engine by John Jantsch• Get More Referrals Now! By Bill Cates• Endless Referrals by Bob Burg• Fearless Referrals by Matt Anderson• The Trusted Advisor by David Maister

VOW ACADEMY CHALLENGETHINGS TO DO

BE BRAVE• Ask for Extras• Ask for Referrals• Ask for Testimonials• Call your Referrers• Give a Presentation• Drop a BAD client• Build your Online Tribe

BE DILIGENT• Send Cards & Gifts• Write an Article• Get Published • De-Clutter – Tidy Up!• Do your Mirror Work• Practice your Phrases• Listen-Repeat-Rephrase


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GET ALL THE E-BOOKS!

E-Books from WebinarsNOW Available!

[email protected]

VOW 2012 WEBINAR SERIES

UPCOMING WEBINARS• DEALMAKING &

NEGOTIATION SKILLS MADE EASY

• USING LINKED-IN TO GET MORE PROSPECTS & ALLIANCES

• GIVING PRESENTATIONS TO GET MORE PROSPECTS

• WRITING GREAT ARTICLES FOR YOUR BLOG and MARKETING

• VOW 2012CONFERENCE

• POST CONFERENCE REVIEW


mailto:[email protected]

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HELLO FROM

THAILAND!

www.VowConference.com.au


http://www.VowConference.com.au

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For a FREE COPY of • this Powerpoint• The 2012/13 Planning Calendar• Other useful Resource sheets

www.bigdave.com.auEmail: [email protected]: 0408 375100

BEST WISHES FROM BIG DAVE


http://www.bigdave.com.au

mailto:[email protected]

Documents

GETTING MORE REPEATS & REFERRAL BUSINESS – …€¦ · Vow Academy Webinar Series GETTING MORE REPEATS & REFERRAL BUSINESS – HARNESSING WORD OF MOUTH (c)2012 1. 9/13/2012 2 WE