Leading Results Overview • Marke*ng services ﬁrm – coaching and consul*ng » 1:1 Coaching, Group Coaching » Frac*onal VP of Marke*ng » Social Media Coaching and Learning » Referral Marke*ng Coaching and Classes • Authorized Duct Tape Marke*ng coaches • Oﬃces in Boston and Philadelphia • Clients throughout North America • We help our clients stop was*ng money on marke*ng that does not create results
Who is this Dan Kraus guy? • 25 year sales & marke*ng veteran – 9+ years with Great Plains SoVware (‘89-‐’98) – 6+ years with SAP (‘03-‐’09) – Allaire – Macromedia – Inﬁnium SoVware – ADP, Con*nental Cable (Comcast) • Founded 3 companies • UMASS Amherst, Marke*ng
Leading Results Core Marke*ng Mantra • Dont talk about the products you sell; talk about the problems you solve. • Then talk about the remarkably diﬀerent way that I will experience working with you as you solve those problems. • Be sure you tell me what I get; NOT what you do. Because I dont have *me to ﬁgure out if what I need is what you do.
Marke*ng is a system (and referrals are marke&ng)
The funnel is broken “When it comes to lead and referral genera3on, customer experience is the new black.”
"The best prospect is the client who hasalready dealt with you. The second best isthe one referred to by a client who hasdealt with you previously. The thirdbest is the one referred to you byanother trusted professional orfriend.” - Marilyn Jennings, Award winning real estate sales person and author
Authen*c strategy • Ideal customer • Core talkable diﬀerence • Suppor*ng elements • Culture to match • Expecta*on • Create a customer community
Why are referrals so rare? • Referrer’s need a frame of reference, a posi*on, to think of referral within. • They need to know what you’ll do. • They need to know, like and trust you.
The Solu*on is in the System “No majer how arpul or talented you are, you must follow a speciﬁc methodology to be successful in expec*ng and geqng quality referrals.“ -‐ Scoj Kramnick, Author Expec*ng Referrals: The Resurrec*on of a Lost Art
What is Referral Marke*ng? Systema*c process that takes word of mouth adver*sing to its highest level • New clients • Qualiﬁed leads • Repeat business
Passive vs. Ac*ve Referrals Passive • No system or process Ac*ve – organized system • Works in any industry • Works for any business
Referrals are Powerful • Great ROI • Shorter sales cycle • Qualiﬁed leads • Fewer price issues
Target referral sources • Customers • Strategic partners » Anyone who serves your target market » Doesn’t compete with you
Customer community Understanding your customer referral rela*onships is key to crea*ng a referral engine for your business so that you can consistently count on building your customer base from referral marke*ng. Things that you should be tracking about your clients: • What type of business/they do? • Main execu*ve contact? • Other contacts? • Why did they refer you? • Who has been the primary person that referred you? • Is their ideal customer the same as yours? • Number of past referrals received: • Number of past referrals given: • Number of common customers:
How do you create that community • Promoters • Oﬀers » ID your champions and » Customer only oﬀerings evangelists and foster » Portal them • Tools • Educa*on » Pass along oﬀers » User Groups (virtual) » Perfect Introduc*on » Newslejers » Knowledge Flashes
Customer Referrals • Set Expecta*ons • Educate on your process and perfect referral • Choose moments of truth to act • Follow up • Reward
Set Expecta*ons • Introduced in the sales process • Reinforced in contract nego*a*on » Full price or referral price? • Stated again during consul*ng engagement • Introduc*on of your perfect prospect to en*re client site • Reinforced again at user groups • You will also refer to them (Blank perfect introduc*on for your client)
Educate on your process • How you can spot our ideal client » List of trigger statements • How to present our core message • Our follow up process • Tes*monials – It’s not just you…
Moments of truth (touchpoints) • AVer the ﬁrst mee*ng… • AVer contract signature • AVer cri*cal milestones are successful • Quarterly communica*on • Handwrijen notes • Execu*ve Networking Write down and rehearse the words
Follow Up & Reward • Follow up is cri*cal » Make sure they know what the status is of the referral they gave • Return the favor » Get them to complete the perfect proﬁle in return • Rewards » Personal, business or community » Small token just for thinking of us
Strategic Partner Referral System • Target • Educate • Oﬀer and then Execute • Follow-‐up Consistently
Target Speciﬁc Industry partners • Who else could be mo*vated to refer business to you? » Obvious Ones: Technology providers, Management Consultants, Marke*ng Consultants » Less so: Lawyers, Accountants, Telephony, Copier, Bankers, VCs • Think next in line, think outside your industry » Real Estate Agents, Chamber Leaders, Business Brokers • Ask YOUR customers
Research before Approach • LinkedIN • Facebook • Twijer • Other Social Media Sites • Their web site …It is a sales call!
Educate – Use the perfect intro • How you can spot our ideal client • How to present our core message • Our referral oﬀer • Our marke*ng process Get agreement to a lunch & learn and reciprocate
Strategic partnering • Newslejer or web content • Endorsed mailings • Leverage of lists for marke*ng programs • Win win workshop • BNI • For business (soV) or for revenue (formal)
Give them an oﬀer to make for you • GiV Cer*ﬁcate Giveaways » Free “area” assessment » Tune up • Special price for their customers • Cobranded informa*on or product/service
Create a group of referral partners • Create a referral group of complimentary services » Each service markets for the group to their clients • Share Nurture or Customer Lists • Provide co-‐located training classes or joint seminars
The value of a group Partner Partner Partner YOU Partner Partner
Partner community Crea&ng a Referral Marke&ng Pla@orm of Business Partners • Decide whether your referral group will be geography based – (eg Dallas Area) or Industry based (eg Non-‐Proﬁts) or both. • Inden*fy the speciﬁc types of businesses to include • Name your candidates to include • Ask customers who they know for the open slots you have & ask for a referral • Meet with vendors 1:1 and explain the referral group you are building. • Gain commitment to par*cipate • Get the whole group together face to face with a formal agenda • Decide on a referral reward system that is consistent
Follow-‐up strategy • Con*nue to market to referrals that don’t turn into clients -‐ Nurture • Implement a process to systema*cally communicate the progress to referral sources • Return the favor • Be Gracious
A referral may not be a lead, but may have tremendous value -‐ An introduc*on -‐ A new partner -‐ A new vendor
Summary • Ideal Customers refer good prospects • Referrals don’t just happen • Create your customer community • Set Expecta*ons • Plan (manufacture) M-‐O-‐T • Follow up and Over-‐communicate
Result Ul*mately, an eﬀec*ve marke*ng system has your phone ringing and eliminates the need to compete on price. Oﬀer #1 Complete the evalua*on, get the slides
What Next • Marke*ng Hour Glass Audit » You complete our ques*onnaire » We spend 45m-‐60m with you to review your marke*ng against the Marke*ng Hour Glass » We’ll provide you with a blank copy of this calendar template Check oﬀ the box on the eval….
We help small businesses stop was*ng money on marke*ng Thank You & Ques&ons Contact Us Web: www.leadingresults.com Email: email@example.com Phone: 978-‐562-‐4161 Twijer: @LeadingResults facebook.comleadingresults
A particular slide catching your eye?
Clipping is a handy way to collect important slides you want to go back to later.