Professional Referral DevelopmentFara Gold presents

Training Objectives

Understand how to qualify and target potential and existing Referral Sources for community/clusterCreate a prioritized Referral Source listDesign a Pre-Call plan for new Referral SourcesConduct an effective Needs AssessmentDemonstrate how to handle common objections and advance a Referral relationshipIntegrate a Referral Development strategy into your 6-month Marketing Plan

Key Components

TargetingPre-Call PlanningEffectively Overcoming BarriersPlanning Effective Meetings/Needs AssessmentAdvancing the RelationshipTracking, Measuring and Analyzing Results

Referral Development Model

Create a TargetedReferral Development List

•Qualify current and potentialReferral Sources•Prioritize your list•Determine contact frequency•Assign organization/contactownership

Create a Pre-Call Plan

•Identify potential needs•Plan questions in advance to uncover needs•Handle referral source objections

Conduct Needs Assessment

•Gather key information•Uncover additional needs•Present benefits•Follow-up

Advance the Relationship

•Continue to investigate needs•Act as a resource•Measure and evaluate results•Integrate into quarterly Marketing Plan•Broaden relationships

Outcomes: increased lead and move-in volume at a lower cost per sale

Referral Source Management

Creating and maintaining a well-qualified referral source list is the key to focusing on those individuals and organizations which will yield the most results, thereby allowing you to use your time most efficiently and productively

Prioritizing Your Referral List

“A”: refer 12 or more leads a year“B”: refer 5-11 leads a year“C”: refer 0-4 leads a year – these could be new, undeveloped or past-referring contacts

“A”s are priority contacts, “B”s and “C”s are good contacts

How Many Contacts Do You Need?

Referral Category

Number of Contacts

Number of monthly referrals

Number of move-ins (30% conversion rate)

Annualized number of move-ins

A 10 10 3 36

B 20 8 2.4 27

C 30 2.5 .75 9

Total 60 20 6 72

The Funnel for Referral Contacts

Your C Accounts

Your B Accounts

Your A Accounts

Prioritizing Prospective Sources

Is this an organization or professional who has:

Clients who are 80 years or older?Clients with medical, physical, and social needs that our community can meet?Clients who are likely to stay in our community for more than one year?Clients who can financially afford our community?

Referral Contact Frequency

Referral Source Priority

Min Frequency of In-Person Contact with Referral Source

Min Frequency of Other

Communication (Phone, Letters, Fax,

E-Mail, etc.)A One visit every 30 days Once every 15 days

B One visit every 60 days Once every 30 days

C One visit every 90 days Once every 45 days

Successful salespeople don’t ask random

questions!

4 Steps of Pre-call Planning

1. Do your homework – gather information in advance

2. Identify potential referral source needs

3. Develop a list of questions to clarify those needs and surface additional needs

4. Establish your primary and secondary call objectives

Information to Gather

Previous referral history (With your community or competition)Client profile/demographicsOrganizational purposeProfessional or personal affiliations to your community/clusterCurrent issues they may be experiencing

The Purpose Statement

A Purpose Statement describes what you want to talk about in your next meeting, conveys a benefit to the referral source, and will allow you to gain agreement on the objective of the meeting.

Working with a “Gatekeeper”

Turn the gatekeeper into your advocateTreat them with respectAsk for their helpBe prepared with your Pre-call PlanUse your Purpose StatementOffer a solution (best time to call…be flexible!)Don’t forget your secondary objectiveUse their nameKeep a smile on your face!

Gaining Agreement to a Meeting

Summarize the issues your referral source has shared with youConfirm the time, place and meeting attendeesAsk for suggestions to the agendaDon’t forget the thank the referral source!

Handling Objections

•Paraphrase the Referral Source’s objection •Ask if you’ve captured the objection•Encourage the referral source to “tell me more”•Verify the true objection

•Offer resolution:• Valid issue –

take action• False

impression – offer clarifying information

• Cynicism – provide testimonials

•Verify for agreement

• Ask the referral source if the objection has been resolved

• Advance the call

Needs Assessment

A Needs Assessment is a face-to-face meeting to:

Confirm referral potentialIdentify critical needs by asking effective questionsAdvance your relationship with the referral source

Effective Listening

“Seek first to understand, then to be understood”Stephen Covey

Pre-Call Planning

Anticipate needs, problems or concernsDevelop questionsUse effective questioning skillsPlan an advance to gain commitment

Components of a Needs Assessment Tool

Updated contact informationType of organizationAmount of potential referralsRelationship with competitorsAwareness of Your CommunityValidate needs/develop additional needsPreferred communication methodNext steps

Ways to Move the Sale Forward

Medical PracticesProvide in-service/CEU trainingProvide referrals to the practiceAsk MD or APRN to speak at events

Realtors:Mutual referral programAsk to speak at seminarHost local association meetings

Key Knowledge to Plan an Advance

Business needsSurface needsWell-developed needs

Personal needsProfessional development or advancementRecognition/appreciation

InterestsSports/hobbiesCommunity associations

Time constraints

Needs and Solutions

BenefitsAre intangibleDirectly pertain to the referral source’s needsShow how our services can provide a solution to their needs

Advances should provide a solution to a customer need!

Applying our Skills

What one thing will I do differently in each area when I return to my community tomorrow:

Targeting referral sourcesPre-call planningHandling ObjectionsAdvancing the relationshipTracking and Measuring

Relationships Are Key

Remember you are creating new relationshipsConnecting Referral Sources to the Experts in Your CommunitySelling Value and Solutions to ProblemsMaintaining and nurturing the relationships for on-going referrals is a must