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How to Maximize New Business Opportunities Through Referrals

Fred M. Kaplan, MBA, CBM - DirectorOctober 23, 2014

A L O N G T I M E A G O , I N A N O F F I C E F A R F A R A W A Y …

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My Friends

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S H I F T H A P P E N S

Accountants & Business Advisors

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H O W T O N E T W O R K - 1 9 9 5

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L E V E R A G E Y O U R R E L A T I O N S H I P S

90% of consumers trust their peers, and only 10% trust an unknown source (Nielsen, 2011).

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H O W D O W E F E E L A B O U T R E F E R R A L S ?

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E V O L U T I O N O F N E T W O R K I N G

1980’s - It’s not what you know, it’s who you know

1990’s - It’s not who you know, it’s who they know

2000’s - It’s not who they know, it’s who knows you

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K N O W – L I K E - T R U S T

2010’s – It’s not who

knows you, it’s who

trusts you

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1 . C R E A T E Y O U R S T R A T E G Y

Networking is AWESOME when you network to HELP rather

than to MEET people

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E X E R C I S E # 1 - K N O W Y O U R T A R G E T P R O F I L E

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“ S O M E T I M E S T H E W R O N G T R A I N W I L L T A K E Y O U T O T H E R I G H T S T A T I O N ” - T H E L U N C H B O X

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2 . C O N D U C T A S C R E E N I N G C O N V E R S A T I O N

What do you do?

How long have you done it?

Networking is not for

selling, it is for

qualifying!

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W E S P E A K I N W O R D S B U T T H I N K I N P I C T U R E S

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E X E R C I S E # 2 – C O N V E R S A T I O N W H E E L

START

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3 . F O L L O W U P P R O M P T L Y O N T H E I N T R O D U C T I O N S M A D E A T T H E E V E N T

Email

Call

Action

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4 . I N V I T E A L L N E W C O N T A C T S T O J O I N Y O U R L I N K E D I N N E T W O R K .

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Y O U R N E T W O R K I S Y O U R N E T W O R T H

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5 . I D E N T I F Y H I S / H E R 2 N D L E V E L L I N K E D I N C O N N E C T I O N S W H O Y O U W A N T T O M E E T

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A D V A N C E D S E A R C H F I L T E R S

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6 . I N V I T E S E L E C T E D N E W C O N T A C T S T O A 1 : 1 M E E T I N G .

Half the people you will meet are below average!

Size the Prize!

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7 . M E E T 1 : 1 A N D C O N D U C T A R E L A T I O N S H I P C O N V E R S A T I O N

What are your most effective places for

sourcing new referrals??

What do you think makes you distinctive?

8 . T H E M O S T I M P O R T A N T Q U E S T I O N

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How can I know if somebody I'm talking to is a good prospect for you?

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9 . G I V E R S G A I N

The best way to get a referral is to give one!

You must make a deposit before a

withdrawal!

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1 0 . A M A T E U R S S E L L , P R O F E S S I O N A L S S O R T

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1 1 . A S K F O R T H E R E F E R R A L

1. Do you know anyone? (Good)

2. Who are you connected to? Who should I be talking to? (Better)

3. Can you introduce me to …? (Best)

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Q U A L I T Y O F R E F E R R A L S

Good (external)

• Vendors• Competitors

Better (internal)

• Departments

• Divisions

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1 2 . O R G A N I Z E Y O U R R E F E R R A L S O U R C E S

lready referred clients rought you opportunities an refer prospects on’t bother

ABCD

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K E E P T H E R E L A T I O N S H I P S A C T I V E

In one hour today:

• 22 companies went bankrupt• 24 CEOs left their job• 148 business phone numbers

changed or were disconnected

(Dun & Bradstreet)

The median tenure of a salaried private sector professional is less than 5 years. (BLS)

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C L O S I N G

1. Write three Action Steps you will take as a result of this program (on back of handout)

2. One month later – email me with feedback on your actions at fred.kaplan@weisermazars.com

W E I S E R M A Z A R S L L P

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Since 1921, WeiserMazars LLP has provided a unique combination of foresight and experience when fulfilling client needs in accounting, tax and advisory services. Whether on the local level or internationally, the firm guides clients through their day-to-day operations and works with them to ensure they have the right financial structure in place to meet their business goals. Our reputation for integrity and quality has been earned by providing our clients with proactive, value-added guidance at every stage of the business lifecycle. Defining features of our firm include:

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Access to nearly 14,000 professionals in more than 70 countries on six continents International reach uncommon in firms with such an intense focus on coordinated, client-centric

service Expertise on global issues, cultures and techniques

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