Referral Marketing   Presented At Biz Tech 10 16 09
Upcoming SlideShare
Loading in...5

Referral Marketing Presented At Biz Tech 10 16 09



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

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



Total Views
Views on SlideShare
Embed Views



1 Embed 2 2



Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

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
    Channel Sales
    Market Positioning
    Accelerates Results
    Shortens Sales Cycle
    Benefits from Clarity
    Influence & Feedback
    Shortens Sales Cycle
    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
  • 11
    A Growth Strategy Management Consulting Firm