Client Referral and Post Sale Marketing

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Adam Kemerer
Vacation.com Senior Manager of Marketing Operations

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Client Referral and Post Sale Marketing

  1. 1. Increase your BEST Customers – How to Generate Better Sales Leads Client Referral and Post Sale Marketing Adam Kemerer Sr. Manager, Marketing Operations
  2. 2. <ul><li>Why Focus on Referrals? </li></ul><ul><li>What are Referral Programs? </li></ul><ul><li>Who to Target? </li></ul><ul><li>When & How to Ask? </li></ul><ul><li>How to Manage Your Referral Program? </li></ul><ul><li>How to Introduce yourself to Referrals? </li></ul><ul><li>Questions Welcome Anytime </li></ul>Agenda
  3. 3. <ul><li>Better Leads – why? </li></ul><ul><ul><li>Built on TRUST </li></ul></ul><ul><ul><ul><li>Referred prospects are already more comfortable dealing with your agency </li></ul></ul></ul><ul><ul><ul><li>Less price sensitive </li></ul></ul></ul>Why Focus on Referrals?
  4. 4. <ul><li>Word of mouth is a top info source </li></ul><ul><li>Little or no cost to implement a referral program </li></ul>Why Focus on Referrals?
  5. 5. What are Customer Referral Programs? <ul><li>Marketing programs which generate new customers from existing customers </li></ul>
  6. 6. <ul><li>ASTA reports that the vast majority of new leads come from referrals </li></ul>
  7. 7. <ul><li>Referrals are a powerful growth strategy because each referred customer can become a referrer too </li></ul>
  8. 8. <ul><li>“ What builds his business is word of mouth along with some direct mail.” </li></ul><ul><li>Steve Marinkovich, </li></ul><ul><li>Admiral of the Fleet Cruise Center </li></ul><ul><li>Cruise Week, April 2010 </li></ul>Cruise Week Testimonial
  9. 9. Who to Target?
  10. 10. <ul><li>Get all your satisfied customers to refer others </li></ul><ul><ul><li>Happy customers typically tell 2 others of their experience </li></ul></ul><ul><ul><li>Unhappy people typically tell 10 </li></ul></ul>Who to Target?
  11. 11. <ul><li>You need to motivate your happy customers to get them out of neutral! </li></ul>
  12. 12. <ul><li>“ Influential” types of people represent 10% of all adults and are most engaged with others </li></ul><ul><ul><li>Active People Who are Connected </li></ul></ul><ul><ul><li>People with Impact </li></ul></ul><ul><ul><li>Trendsetters </li></ul></ul><ul><ul><li>Do you know any of these people??? </li></ul></ul>Which Customers are Likely to Refer?
  13. 13. <ul><li>Which of Your Customers generate referral business for your agency? </li></ul>Which Customers are Likely to Refer?
  14. 14. When to Ask for Referrals?
  15. 15. <ul><li>Immediately After the Initial Sale </li></ul><ul><li>Pre Departure Check-In </li></ul><ul><li>Post Holiday </li></ul>When to Ask for Referrals?
  16. 16. <ul><li>Example 1 </li></ul><ul><li>“ Hey John, by chance would you know someone who could benefit from my services?” </li></ul><ul><li>John says “Well, not off the top of my head, but I’ll keep thinking about it.” </li></ul>How to Ask for Referrals?
  17. 17. <ul><li>Example 2 </li></ul><ul><li>“ Mary, you’re a member of the Chamber of Commerce, right?” </li></ul><ul><li>Mary responds, “Yes, I am.” </li></ul><ul><li>“ Is there anyone there that could benefit from my services? Maybe one or two people you’ve known for awhile?” </li></ul>How to Ask for Referrals?
  18. 18. <ul><li>Creating a narrower frame of reference allows your customers to ‘visualize’ potential referrals for you </li></ul>How to Ask for Referrals?
  19. 19. <ul><li>Just Ask </li></ul><ul><li>Tell-a-Friend </li></ul><ul><li>More Referrals, More Rewards </li></ul>Three Sample Referral Programs
  20. 20. <ul><li>After closing a sale ask for referrals </li></ul><ul><li>Simple but it can work! Why? </li></ul><ul><ul><li>You’ve provided services with a high degree of satisfaction </li></ul></ul><ul><ul><li>You’ve asked for the referral at the point of maximum impact – a customer interaction that ended positively </li></ul></ul><ul><li>Privacy concerns </li></ul>1. Just Ask
  21. 21. <ul><li>Enable customers to offer special discounts to their network </li></ul><ul><li>Create “Tell-a-Friend” cards which contain the referrer’s name plus a special coupon </li></ul>2. Tell-a-Friend
  22. 22. <ul><li>The more your customers refer, the greater the rewards, for example: </li></ul><ul><ul><ul><li>Your customers earn $25 in travel credit for each new traveler they refer </li></ul></ul></ul><ul><ul><ul><li>The new traveler receives $25 savings off a trip </li></ul></ul></ul><ul><ul><ul><li>Your customers can earn $50 in travel credit beginning with the 5 th referral in a calendar year </li></ul></ul></ul><ul><li>Record-keeping is crucial for this kind of program </li></ul>3. More Referrals, More Rewards
  23. 23. <ul><li>Now what…..??? </li></ul><ul><ul><li>Different expectations </li></ul></ul><ul><ul><li>Pre-vetted </li></ul></ul><ul><ul><li>Inclined to like you </li></ul></ul><ul><ul><li>Credibility </li></ul></ul><ul><ul><li>Remember….How you treat your referral will get back to your client </li></ul></ul>Congratulations! You’ve got a Referral!
  24. 24. <ul><li>Mention the referrer by name </li></ul><ul><li>Reinforce your expertise </li></ul><ul><li>Highlight any discount you are offering </li></ul>Introducing Your Agency to Referrals
  25. 25. <ul><li>Dear Linda Jones, </li></ul><ul><li>I would like the opportunity to introduce myself and my agency to you. One of your colleagues, Tracy Stevens, mentioned you were interested in setting up a family reunion trip. </li></ul><ul><li>As you may know, I recently organized a family reunion for the Stevens family on a Holland America Cruise, and specialize in this sector of travel. </li></ul><ul><li>I would be happy to meet with you at your convenience and to offer you a $100 savings coupon because you referred by Tracy. Please call me at 703-740-7311. </li></ul><ul><li>Best regards, </li></ul><ul><li>Betty, </li></ul><ul><li>Air N Lite Travel </li></ul>Introducing Your Agency to Referrals
  26. 26. <ul><li>Clients are your business, so stay in touch with them all year long </li></ul><ul><ul><li>Demonstrate your appreciation in visible, memorable ways </li></ul></ul><ul><ul><ul><li>Write letters or send postcards welcoming clients home from their vacations </li></ul></ul></ul><ul><ul><ul><li>Remember their birthdays </li></ul></ul></ul><ul><ul><ul><li>Send holiday or seasonal greetings </li></ul></ul></ul>Thank Your Clients for Referrals
  27. 27. <ul><li>Thanking clients doesn’t have to be expensive </li></ul><ul><li>Just make it genuine and personalized to them </li></ul>Thank Your Clients for Referrals
  28. 28. Resources for you!
  29. 29. Questions & Success Story Sharing

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