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Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
Client Referral and Post Sale Marketing
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Client Referral and Post Sale Marketing

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Adam Kemerer …

Adam Kemerer
Vacation.com Senior Manager of Marketing Operations

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

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