Referral Marketing   Presented At Biz Tech 10 16 09
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Referral Marketing Presented At Biz Tech 10 16 09

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Presented as part of session entitled, "Sharpening Your Business Development Toolkit"

Presented as part of session entitled, "Sharpening Your Business Development Toolkit"

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Referral Marketing   Presented At Biz Tech 10 16 09 Referral Marketing Presented At Biz Tech 10 16 09 Presentation Transcript

  • Referral Marketing
    Tony Rushin
    October 16th, 2009
    presented at BizTech in Huntsville, AL
    part of Harvest’s “Sharpening Your Business Development Toolkit” session
  • Tony Rushin - Background
    • Harvest Partner since March, 2007
    • Lead Fractional Executive Services Practice and Business & Partnership Development View slide
    • Part of the Sales & Marketing Practice View slide
    • First 14 years: Corporate America and Mid-sized Companies (engineering, sales, management, IT, software, telecom)
    • Last 11 years: Small Companies / Divisions – Entrepreneur, Executive, Consultant
    • CSO, COO, VP of Sales & Marketing, VP of Business Development
    • Atlanta Telecom Professionals (ATP)
    • Technology Association of Georgia (TAG)
    • Board Member – Business & Technology Alliance
    • Committee Member – Excalibur Awards
  • Referral Marketing - Agenda
    • Networking / Referral Marketing Defined
    • How it fits into your Overall Business Development Strategy
    • The Basics
    • Some Advanced Topics
    • Measuring Results
    • Next Steps
  • Networking / Referral Marketing
    Networking:the cultivating of mutually beneficial, give-and-take, win-win relationships.*
    Network: an arrangement of people crossed at regular intervals by other people, all of whom are cultivating mutually beneficial, give-and-take, win-win relationships with each other.*
    Referral Marketing: lead-generation through word-of-mouth introductions from people in your network.
    * Bob Burg in “Endless Referrals”
  • How Referral Marketing Fits
    Business Development Function
    Product Development
    Marketing & Sales Tool
    Lead Generation
    Direct
    Sales
    Channel Sales
    Market Positioning
    Accelerates Results
    Shortens Sales Cycle
    Benefits from Clarity
    Influence & Feedback
    Shortens Sales Cycle
    Leverages
    Networking / Referral Marketing
    Can help with
    Customer Service & Satisfaction Access to Channel Partners
    Acquisition Targets Potential Buyers Access to Capital
  • The Basics
    • “Give to Get” philosophy
    • Focus on what people care about
    • Specific is more effective than general
    • Connecting quickly
    • Building (or breaking) trust
    • Targeting where / who to network
    • More ≠ better
    • Is “win-win” the same as “tit for tat”?
    • Hints for working a social network
  • Some Advanced Topics
    • Gate Openers
    • How / when to quit
    • Why customers aren’t usually your best referrals partners
    • LinkedIn
  • Measuring Results
    • At a minimum
    • Track closed business and capture
    • Source of referral
    • Company name, revenue
    • Length of sales cycle
    • Keep history
    • Consider measuring
    • Referrals
    • Prospects
    • Centers of influence
    • Ultimate referral source
    • Frequency of touches
    • Quality of touches
    • Set criteria and categorize
    • A, B, C referral partners
    • Roles
    • Relationship owner
    • Who else knows the person
    • Rules of engagement
  • Next Steps
    • Review notes tomorrow morning
    • Turn “good ideas” into 1 or 2 MMA’s(Monday Morning Actions).
    • Consider:
    • Networking’s importance to the success of your 90-day, 1-year, 3-year plan
    • What your skill level is and where it needs to be
    • The skill level of others in your organization
    • Your other commitments
    • What you can do this week to claim a success
    • Act (understanding ≠ doing)
  • Questions / Comments
    Tony Rushin
    770.418.1324
    tony.rushin@harvestbusinessadvisors.com
  • 11
    A Growth Strategy Management Consulting Firm