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Referral Strategy #BarCampSJ

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Presentation with my overview on starting a Referral Strategy from the Referral Engine Book.

Presentation with my overview on starting a Referral Strategy from the Referral Engine Book.

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  • <br />
  • Content <br /> Context <br /> Connection <br /> Community <br />
  • Authentic Content that educates <br /> <br /> Educational Brochures <br /> Blog Posts on to&#x2019; do&#x2019;s for business <br /> <br />
  • Ability to situate information within the context of a prospect&#x2019;s life <br /> Simplifying there message <br /> Products that do less but do it elegantly <br /> Narrowing our ideal target customer focus <br /> Condensing advice from reams of relevant data into snack size digests <br /> <br />
  • The more connected we are through technology the more for real connections involving live human interactions <br /> Balance High tech connections with high touch engagement <br /> <br />
  • Community is free to form around <br /> shared ideas <br /> common interests <br /> strategic relationships <br /> <br /> Online - Content and Context <br /> Offline - Connection and Community <br />
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  • Can you identify a sense of a mission that ultimately drives your organization? <br /> Why your organization does what it does? Not a Mission Statement a Purpose <br /> What Unique process of approach to doing business is going to act as the lever for delivery on your key point of differentiation? <br />
  • What is the secret sauce or way of doing business that you plan to use to drive your content strategy and key point of view for expanding your core difference? <br /> What customer phrases are important indicators of a need for what you offer? <br /> What behavior or practice would you like to teach your customers and prospects to better understand? <br /> How many different ways can you use and reuse the content you create? <br /> <br /> <br />
  • If your primary Web Site is your content hub, where will you create spokes to your ideal clients? <br /> What is your plan to optimize your content, including audio, video, and profiles? <br /> How can you move customer service and sales questions out into the public view? <br /> <br /> <br />
  • How will you gauge the level of referral participation present in your customer base? <br /> What process will you use to introduce referrals as a condition of doing business with your organization? <br /> What mechanisms will you employ to communicate frequent and consistent status updates with your customers? <br /> <br /> <br />
  • Who belongs on your strategic partner team and how will you identify more? <br /> What content co-branding, workshop, joint marketing, or creative partnership ideas will you employ to get your network active? <br /> What tools and tactics will you create and employ to teach your network partners how to be better referral generators, and to generate more referrals for themselves? <br /> <br /> <br />
  • How to frame a referral request? <br /> What process will you create to ensure that you are making referrals as effectively as receiving them? <br /> How will you track, capture, and communicate the progress and results you achieve on behalf of your referral leads? <br /> What tools and processes will you utilize to acknowledge and appreciate your referral sources? <br /> <br /> <br />
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Transcript

  • 1. REFERRAL STRATEGY MAKE YOUR STAKEHOLDERS PART OF YOUR SALESFORCE Raul Colon @Consultantrc http://raulcolon.net
  • 2. 4p vs 4C http://raulcolon.net
  • 3. Content http://raulcolon.net
  • 4. Context http://raulcolon.net
  • 5. Connection http://raulcolon.net
  • 6. Community http://raulcolon.net
  • 7. Reflect Your Image Be Yourself http://raulcolon.net
  • 8. OVERVIEW Strategy Action Plan Content Action Plan Convergence Action Plan Customer Network Action Plan Strategic Network Action Plan Ready to Receive Action Plan http://raulcolon.net
  • 9. Strategy Action Plan Higher Purpose Nobody Does That Your Secret Sauce http://raulcolon.net
  • 10. Content Action Plan Your Killer Technology What Triggers a Referral? Teaching Business Behavior http://raulcolon.net
  • 11. Convergence Action Plan Hub & Spoke Online Offline Being Found Solve Problems Publicly http://raulcolon.net
  • 12. Customer Network Action Plan Lead Conversion for Referrals Measure of Marketing Success Status Updates Reward Champions Everyone’s in Customer Service http://raulcolon.net
  • 13. Strategic Network ACtion Plan Identifying your indirect team Activate Your Network Teach Your Network Well http://raulcolon.net
  • 14. Ready to Receive ACtion Plan Frame a Referral Request How to give a Referral Involve Employees Communicate Progress Thank Publicly http://raulcolon.net
  • 15. Road Map Start Stop & Continue http://raulcolon.net
  • 16. Next Steps http://raulcolon.net
  • 17. Next Steps Start Engaging with Your Clients in Your Unique Way If you want to Learn More about Referral Strategies Feel Free to Read “TheReferralEngine” by John Jantsch http://bit.ly/RegEng http://raulcolon.net