j burke aiip15 - building your referral marketing machine
TRANSCRIPT
Referral Marketing
Building Your Well-Oiled Machine
Jennifer E. Burke
IntelliCraft Research
#REFERRALMACHINE
#AIIP15
@theinfohound1
What will YOUR referral machine look like?
GETTING NEW CUSTOMERS
COSTS 7X MORE THAN KEEPING
EXISTING
Bain + Co.
54% B2B BUYERS SAY WOM
INFLUENCES PURCHASES
Jack Morton Worldwide,
Zuberance; Gleanster Research
83% OF CLIENTS WILLING TO
REFER BUSINESS TO OTHERS
McKinsey, Texas
Tech
83% OF CLIENTS WILLING TO
REFER BUSINESS TO OTHERS
But only 29% actually do
Business Consulting Buzz., research
among 10,000 consultants
RAISE YOUR HAND IF . . .
You got business this last year
from a referral?
You got more than one client
from a referral?
You made more than one
referral?
You have a system or process for
following up with your clients or
prospects?
You have a process for getting
more referrals?
So, why aren’t you getting
referrals?
What stops the referral machine …
from even starting?
• Fear?
• Dread of phone calls … your clients dread
them too?
• Not knowing how to ask?
• Feels too ‘sales-y’?
• Worried you can’t explain why they should
refer you?
What if you had a system?
Wouldn’t that make things easier?
"Regular follow-up does not
make people think you don’t
have enough business; it
makes them see you as a
professional."
- CJ Hayden
Today
• The Referral Machine Concept
• Fuel for the Machine
• Funnels + Systems
• Engine of the Machine = Follow-up
• Toolkit = How to keep the Machine running
Start the Machine
Fuel in the Funnel
People = Fuel
But not just any people …
Ideal Clients
Have you defined yours?
If not, how do others know who to refer to you?
(Ideal) Partners + Sources
“Ideal Referral Partner is a person or company that supports your
Ideal Client in some way that complements what services you
provide, but doesn’t compete with them."
Radar
Benchmarks
Talking
You MUST stay on the radar.
Clients, prospects, past clients,
partners, colleagues. Use your
Toolkit to stay in sight.
Not just any referral, SPECIFIC
targeted referrals. Ideal Clients.
You keep talking. But get THEM
talking, as they are your best
advocates, your fans, your best
results.
What’s a Funnel?How is this part of the system?
You have to grow your ‘sphere of influence’ and
load more into the top of the funnel.
Traffic
Conversions
Core – Value,
Advocates
What’s the critical ‘middle’ step of your funnel that turns visitors
into real customers ?
Systems
• Gotta Get Organized
• Gotta Get Tools
• Gotta Take Action(s)
Gotta Get Organized
"Business cards and scraps of paper
lying on your desk do not constitute
a contact management system."
Gotta Get Tools
• Move the ‘fuel’ through the funnel and the
engine of the machine
– Time management, contact management,
project management, email management,
follow-up management
ENGINE = FOLLOW-UP
The Is in the Follow
Doing Follow-Up Better, Easier
• Delivering Value Upfront
– Education-Based Marketing
• Relationship Building
• Make It Easy On Others
• Consistency
Easier Conversations
• Have more meaningful talks about what’s going
on with their business + life
– Be the call they want to take
• Call with a specific, helpful purpose
– Stop the awkward ‘hi, how are you doing’
• Offer something instead of asking for something
• Tell people how great your clients are
TOOLKIT = ENGINE RUNNING
SMOOTHLY
Put Into Action
• Creating – your lead magnet, value up front
• Email – newsletters, broadcasts, notes
• Email – you WRITE and GIVE your sources the exact copy
• Testimonials
• Templates
EMAIL SYSTEM IN ACTION
Name
Prospect Your Site
Opt-In
Info Goes Into
Your CRM +
Email Service
Thank You
Page
+
Download
Email Series to Your
Prospect
How to Implement
For Handouts Including Worksheets + Templates Visit:
http://www.intellicraftresearch.com/aiip15referralmachine/
Jennifer E. Burke –
@theinfohound1
www.theinfohound.com