Boosting Referrals:  How to Collect Referrals  Automatically              Presented by Tyler Garns              Director o...
Brett@tylergarns
Housekeeping      A/V Check      You’re all on mute      One question survey when you leave      Ask questions through GoT...
Get out a blank piece of   paper & a pen      Draw line down middle vertically      On the left you’ll take notes      On ...
Do you have a referral   strategy?      “I don’t advertise. All my business come from word-of-      mouth” is NOT a referr...
Referral Strategy   (write this down)      A good referral strategy involves FOUR important      components         WOWing...
WOWing Customers      It doesn’t start after the sale      Every interaction before AND after the sale contribute      to ...
Silverton, CO - 4th of July@tylergarns
Ice Cream Shop@tylergarns
@tylergarns
We were WOWed &   became happy customers@tylergarns
We were WOWed &   became happy customers@tylergarns
Systematically Requesting   Referrals      Find natural, already existing touch points to request      referrals      Then...
Systematically Give   Customers a Way to Refer      Overcommunicate to your customers how they should      give you referr...
If you don’t create a system   for generating referrals, it will   never become a sustainable,   dependable source of   re...
It’s about reputation, not   compensation      Sure, people like to get a little spiff if they refer, but      they’re muc...
Typical Customer Lifecycle      Generate Interest      Sell, Sell, Sell      Get New Customers      Sigh Of Relief      Go...
Holes In Your Funnel      Hole #1: Lost Traffic@tylergarns
Holes In Your Funnel      Hole #1: Lost Traffic      Hole #2: Lost Leads@tylergarns
Holes In Your Funnel      Hole #1: Lost Traffic      Hole #2: Lost Leads      Hole #3: Lost      Customers@tylergarns
Holes In Your Funnel      Hole #1: Lost Traffic      Hole #2: Lost Leads      Hole #3: Lost      Customers@tylergarns
When this happens, people   make a HUGE mistake      Most people focus      solely on the top of the      funnel (traffic)@...
When this happens, people   make a HUGE mistake      Most people focus      solely on the top of the      funnel (traffic) ...
When this happens, people   make a HUGE mistake      Most people focus      solely on the top of the      funnel (traffic) ...
When this happens, people   make a HUGE mistake      Most people focus      solely on the top of the      funnel (traffic) ...
Referrals are your most cost   effective way of driving   qualified traffic@tylergarns
Framework for Strategy:The Perfect Customer Lifecycle@tylergarns
Let’s create your strategy      Turn your paper over (make a quick sketch of the      customer lifecycle - funnel, $, arro...
Let’s see examples in each   of these areas?      Leverage your traffic for referrals      Leverage your leads for referral...
Leverage your traffic      Make it easy to share         Sharethis.com, Addthis.com, GetSocial,      Embed Facebook comment...
Leverage your leads      After people opt-in, offer them a bonus, require referrals      Example - Master of the Moment@ty...
@tylergarns
@tylergarns
Another example      Initial offer      Create further      engagement      Request referrals for      more bonus material...
Another example      Initial offer      Create further      engagement      Request referrals for      more bonus material...
Another example      Initial offer      Create further      engagement      Request referrals for      more bonus material...
Leverage your customers      Post-sale bonus      Find the point of climax (referring to the WOW factor)      and ask for ...
Example: Heating & A/C   Business       They’ve crafted a       perfect customer       experience that       culminates in...
Heating & Air Conditioning@tylergarns
@tylergarns
@tylergarns
@tylergarns
@tylergarns
Leverage Partners      Many people do      partnerships wrong         It shouldn’t be like         playing catch - “I’ll  ...
Leverage Partners      Find a handful of committed partners that have      complimentary businesses (and their target mark...
If you do all this right...      ....You will build a referral engine that feeds you good      leads every day without you...
Poll: How much more   revenue?      $1,000      $5,000      $10,000      $25,000 or more@tylergarns
How do you put all these  strategies in place?    One step at a time    Build the system (don’t include yourself in the sy...
What is Infusionsoft?    If you combined ACT!, 1ShoppingCart, Aweber,    Salesforce.com, ConstantContact, and Outlook - yo...
The beauty of the all-in-one  system@tylergarns
Who is Infusionsoft for?    Professional Services:      Other Services:      Doctors, Lawyers,           Landscaping, Hous...
Let us know if you’d like to  find out more    Click “Yes” on the GoToWebinar Poll@tylergarns
Future webinar topics?    When you exit the webinar, please take a second to let    us know what topics you’d like us to p...
Questions    Through today only - get a free    consultation on how Infusionsoft can help    you drive more referrals    C...
Upcoming SlideShare
Loading in...5
×

Boosting referrals: How to Collect Referrals Automatically

3,682

Published on

Boosting referrals: How to Collect Referrals Automatically

  1. 1. Boosting Referrals: How to Collect Referrals Automatically Presented by Tyler Garns Director of Marketing, Infusionsoft@tylergarns
  2. 2. Brett@tylergarns
  3. 3. Housekeeping A/V Check You’re all on mute One question survey when you leave Ask questions through GoToWebinar - I’ll handle them at the end Feel free to tweet if you like our content This will not be a demo of Infusionsoft - please visit http://www.infusionsoft.com/demo This isn’t going to just be an educational webinar, we’re going to do some work.@tylergarns
  4. 4. Get out a blank piece of paper & a pen Draw line down middle vertically On the left you’ll take notes On the right you’ll write down insights about your OWN business On the back, we’ll do an exercise@tylergarns
  5. 5. Do you have a referral strategy? “I don’t advertise. All my business come from word-of- mouth” is NOT a referral strategy It means you’re doing a good job making customers happy, but most likely, you can harness referrals in a more systematic way@tylergarns
  6. 6. Referral Strategy (write this down) A good referral strategy involves FOUR important components WOWing customers Systematically requesting referrals Systematically giving your customers a way to refer It’s about REPUTATION, not compensation@tylergarns
  7. 7. WOWing Customers It doesn’t start after the sale Every interaction before AND after the sale contribute to the feeling of WOW Overdeliver on the promise to make them happy (EVEN IF THEY DON’T BUY)@tylergarns
  8. 8. Silverton, CO - 4th of July@tylergarns
  9. 9. Ice Cream Shop@tylergarns
  10. 10. @tylergarns
  11. 11. We were WOWed & became happy customers@tylergarns
  12. 12. We were WOWed & became happy customers@tylergarns
  13. 13. Systematically Requesting Referrals Find natural, already existing touch points to request referrals Then, make it happen automatically If you have sales reps/support reps - incentivize them for collecting referrals (hint: they do what you pay them to do)@tylergarns
  14. 14. Systematically Give Customers a Way to Refer Overcommunicate to your customers how they should give you referrals This should be included in just about every communication where it feels natural In your email signature, at the bottom of all follow up emails, on your postcards, on all direct mail, in the recorded message people hear when they’re waiting on hold, when you finish a call with a customer, etc.@tylergarns
  15. 15. If you don’t create a system for generating referrals, it will never become a sustainable, dependable source of revenue in your business.@tylergarns
  16. 16. It’s about reputation, not compensation Sure, people like to get a little spiff if they refer, but they’re much more concerned about what their referral will think of them after they refer You want to set them up for an ego-boost after they refer The ego-boost creates a desire in them to refer more People are more altruistic than you might think - give the referral something as well (it also strokes the referrers ego - “I can get you a hookup”)@tylergarns
  17. 17. Typical Customer Lifecycle Generate Interest Sell, Sell, Sell Get New Customers Sigh Of Relief Go Do It Again Problem: 3 Holes In Your Funnel@tylergarns
  18. 18. Holes In Your Funnel Hole #1: Lost Traffic@tylergarns
  19. 19. Holes In Your Funnel Hole #1: Lost Traffic Hole #2: Lost Leads@tylergarns
  20. 20. Holes In Your Funnel Hole #1: Lost Traffic Hole #2: Lost Leads Hole #3: Lost Customers@tylergarns
  21. 21. Holes In Your Funnel Hole #1: Lost Traffic Hole #2: Lost Leads Hole #3: Lost Customers@tylergarns
  22. 22. When this happens, people make a HUGE mistake Most people focus solely on the top of the funnel (traffic)@tylergarns
  23. 23. When this happens, people make a HUGE mistake Most people focus solely on the top of the funnel (traffic) Meanwhile, stuff is pouring out of the holes in the bucket@tylergarns
  24. 24. When this happens, people make a HUGE mistake Most people focus solely on the top of the funnel (traffic) Meanwhile, stuff is pouring out of the holes in the bucket@tylergarns
  25. 25. When this happens, people make a HUGE mistake Most people focus solely on the top of the funnel (traffic) Meanwhile, stuff is pouring out of the holes in the bucket Focusing on referrals is one of the ways to make effective change@tylergarns
  26. 26. Referrals are your most cost effective way of driving qualified traffic@tylergarns
  27. 27. Framework for Strategy:The Perfect Customer Lifecycle@tylergarns
  28. 28. Let’s create your strategy Turn your paper over (make a quick sketch of the customer lifecycle - funnel, $, arrow) Where is your biggest opportunity Do you have more traffic, or more leads, or more customers, or more partners to work with? Where is your second biggest opportunity? Write those both down@tylergarns
  29. 29. Let’s see examples in each of these areas? Leverage your traffic for referrals Leverage your leads for referrals Leverage your customers for referrals Leverage your partners for referrals@tylergarns
  30. 30. Leverage your traffic Make it easy to share Sharethis.com, Addthis.com, GetSocial, Embed Facebook comments (there are Wordpress plugins, widgets, etc) - Facebook is the best referral machine ever invented Use Google +1 on your site Offer great stuff - ask people to share it - make it easy@tylergarns
  31. 31. Leverage your leads After people opt-in, offer them a bonus, require referrals Example - Master of the Moment@tylergarns
  32. 32. @tylergarns
  33. 33. @tylergarns
  34. 34. Another example Initial offer Create further engagement Request referrals for more bonus material@tylergarns
  35. 35. Another example Initial offer Create further engagement Request referrals for more bonus material@tylergarns
  36. 36. Another example Initial offer Create further engagement Request referrals for more bonus material@tylergarns
  37. 37. Leverage your customers Post-sale bonus Find the point of climax (referring to the WOW factor) and ask for referrals then Ask for referrals in order to get a discount on your next upsell Ask for referrals after sending a customer satisfaction survey (only to people who say they were satisfied)@tylergarns
  38. 38. Example: Heating & A/C Business They’ve crafted a perfect customer experience that culminates in a request for referrals@tylergarns
  39. 39. Heating & Air Conditioning@tylergarns
  40. 40. @tylergarns
  41. 41. @tylergarns
  42. 42. @tylergarns
  43. 43. @tylergarns
  44. 44. Leverage Partners Many people do partnerships wrong It shouldn’t be like playing catch - “I’ll throw you a lead, you throw me a lead”.@tylergarns
  45. 45. Leverage Partners Find a handful of committed partners that have complimentary businesses (and their target market is the same as yours) Build your referrals offers DEEP into each others businesses Make sure the referral engine is part of the standard operating procedures Make sure partners are compensated enough to be motivated to drive business for you@tylergarns
  46. 46. If you do all this right... ....You will build a referral engine that feeds you good leads every day without you having to do much.@tylergarns
  47. 47. Poll: How much more revenue? $1,000 $5,000 $10,000 $25,000 or more@tylergarns
  48. 48. How do you put all these strategies in place? One step at a time Build the system (don’t include yourself in the system or you won’t be able to implement the next one) Use web-based automation tools to automate as much of the work as possible@tylergarns
  49. 49. What is Infusionsoft? If you combined ACT!, 1ShoppingCart, Aweber, Salesforce.com, ConstantContact, and Outlook - you still wouldn’t have Infusionsoft. Infusionsoft is less expensive than adding all those thing together, and it has some secret sauce (hint: automation) that you can’t get anywhere else. #1 Marketing Automation solution for small business, used by 6,000+ businesses and many gurus.@tylergarns
  50. 50. The beauty of the all-in-one system@tylergarns
  51. 51. Who is Infusionsoft for? Professional Services: Other Services: Doctors, Lawyers, Landscaping, House Real Estate, Insurance, Cleaning, A/C etc. Repair, Pest Control, Martial Arts, Dance Online Retailers Info Marketers & Widgets, Accessories, Internet Marketers Camping Gear, etc.@tylergarns
  52. 52. Let us know if you’d like to find out more Click “Yes” on the GoToWebinar Poll@tylergarns
  53. 53. Future webinar topics? When you exit the webinar, please take a second to let us know what topics you’d like us to present in the future.@tylergarns
  54. 54. Questions Through today only - get a free consultation on how Infusionsoft can help you drive more referrals Call 866.800.0004 ext.1 Or call your Infusionsoft sales rep@tylergarns

×