REFERRAL MARKETING ON PURPOSE PAUL CLEGG
REFERRAL MARKETING ON PURPOSE: Referral definition: a personal and confident recommendation to someone who is in the market for a particular product or service and where that person is looking forward to your call. Different from a Lead: no personal endorsement or introduction and little different than a name and phone number and say I recommended you. Networking events tend to focus on leads at best. What do you need in place to bring about this scenario? First, surround yourself with trusted referral partners who you stay in touch with on a regular basis.. Referral Partners are people with a generous attitude who have trusted connections with your target market Referral Partners are key to a pro-active referral marketing strategy. Such an approach leverages your marketing efforts as others look out for business opportunities for you and vici-versa. Generous: a willingness on their part to do something for you. This generosity implies that you will be willing to do something in return Educate RP s on your special expertise and how you add value for your clients Clearly define your ideal client - be specific not vague (not everyone, anybody etc.) Educate RP s on what to watch or listen for that might indicate a requirement for your services almost before they know themselves Establish a relationship of trust, reliability and competence Seek to add value to the relationship at every opportunity page 2
Take an active interest in how you can help and support others - people are drawn to helpful people and feel they want to help them in return. Good referral partners are meeting new people every week (just as you are) and will be in a position to introduce and recommend you once a trusting relationship is established and the opportunity for business is readily recognised. The closer they are to your target market the more they are likely to pick up on opportunities to bring you into the conversation. All of this takes time, consistency and takes a mindset of generosity. What goes around comes around. When surrounded by the right people you can expect a steady flow of qualified introductions directed by the way you educate your partners Question: Are you actively looking to generate profitable business in a systematic way? Are you using a systematic approach to referrals or are you just winging it? Most people wing it. How many *active referral partners do you work with at present. *Someone who refers three or four referrals to you per annum. If it is less than three you need to adopt a more pro-active approach to your referral marketing strategy. Most people view recommendation as a passive exercise. Delighted when it happens but surprised it doesn't happen more often. Sadly, doing a good job is rarely a pre-requisite to a recommendation. page 3
What to Look for in a Good Referral Group Do you feel comfortable with the group? Are they friendly AND disciplined Do they focus on quality referrals or a cosy get together? Do they track and measure the business generated? Are they actively looking to help you build your referral partner group? What regular referral marketing coaching is provided for the members? How experienced are the coaches who provide this training? Will you receive personal coaching on marketing your business? Is the meeting run professionally with respect, good timing and discipline? Are your competitors allowed to be present at each meeting? Does the group encourage regular one2one or referral group meetings? Would you feel comfortable meeting your best client at the venue? How much new business do you need to generate to re-coup your investment? BNI has 200,000 members in 64 countries worldwide. Some reach - Some Connections. Author: Paul Clegg 01749 671596 and 07976243107 Se7en Lead Generation and Marketing page 4
BNI xx IS THE REFERRAL MARKETING SYSTEM