Referral Relationship Experts Series: Marrying Marketing and Sales
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Joanne Black, Author, Top 30 Social Sales Influencer and Founder of No More Cold Calling. Never leave a referral on the table again! Discover referral expert Joanne Black’s five-step process that helps sales reps generate more referrals. Then, learn how marketers can turn those customers into advocates and keep those referrals flowing.
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Referral Relationship Experts Series: Marrying Marketing and Sales
- 1. Truman Tang Senior Advocate Marketer, Influitive @trumantang @influitive Marrying Marketing & Sales To Generate More Referrals Joanne S. Black Founder, No More Cold Calling @ReferralSales
- 2. Housekeeping Join the conversation on Twitter! @ReferralSales @trumantang @influitive #advocatemktg Questions welcome! The slides will be emailed to you after the webinar. 2 Don’t miss out on any more high-quality referral leads! 1. Referral selling (Joanne) • The power of referrals • What gets in the way? • 5 step referral system 2. Advocate marketing (Truman) • Buyers are tuning out • Advocates = referrals • Marketing can help 3. Q&A
- 3. I’m Joanne Black • Contrarian • Social media advocate • Cold calling opponent • Leading referral selling authority • Straight talker Welcome to Referral Selling!
- 4. 1. Getting the meeting at the level that counts Biggest Sales Challenges
- 5. 1. Getting the meeting at the level that counts 2. Converting prospects to customers Biggest Sales Challenges
- 6. Generating Qualified leads is the most important step in your sales process Joanne’s Point of View
- 7. Get Leads & Get the Meeting 7
- 8. The “gatekeeper” is on your side Get a Referral Introduction
- 9. • Arrive pre-sold • Trust and credibility earned • Sales process shortens • Ace-out the competition • No “hard” costs The Power of Referrals
- 10. Your biggest competitive differentiator Referral Selling
- 11. Research/IDC • 76.2% prefer to talk to vendors recommended by someone they know. • 73% prefer to work with sales professionals who have been referred by someone they know. • 63.9% are open to introductions to new people. Why Executives Meet with Salespeople
- 13. • Written referral sales plan • Weekly written referral goals • Methods to track and measure referrals • Accountability for results Do You Have a Referral System?
- 14. What Gets In The Way? 14
- 15. • Intruding on a relationship • Feels pushy & arrogant • Don’t know how to ask • If I have to ask… • They might say “no” What Gets In The Way?
- 16. • Assuming your clients will refer you • “Pointing and telling” • Forgot to ask • Not implementing What Gets In The Way
- 17. What It Takes 17
- 18. 1. Make referrals a priority What it Takes
- 19. 1. Make referrals a priority 2. Integrate into your sales process What it Takes
- 20. 1. Make referrals a priority 2. Integrate into your sales process 3. Create metrics What it Takes
- 21. 1. Make referrals a priority 2. Integrate into your sales process 3. Create metrics 4. Build skills What it Takes
- 22. 1. Make referrals a priority 2. Integrate into your sales process 3. Create metrics 4. Build skills 5. Implement What it Takes
- 23. A New Way Of Working • What is your cost of not making the transition to referral selling? • What are you losing or giving up as a result of this transition? • What is the cost of doing nothing? © Copyright 2012 23
- 24. What’s Your Referral I.Q.? 1. Take your 14 question Referral I.Q. Quiz. Your checklist for referral selling. http://bit.ly/1M54xa0 2. 10 or more salespeople? Let me know. We’ll create a composite quiz for your team. 24
- 25. Let’s Stay in Touch – joanne@nomorecoldcalling.com – 415-461-8763 – @ReferralSales – www.linkedin.com/in/joanneblackreferralsales/ Joanne S. Black America’s Leading Authority on Referral Selling
- 26. Advocate Marketing Experts Truman Tang Senior Advocate Marketer Influitive
- 27. About Influitive: Advocate Marketing Experts Influitive’s advocate marketing software helps B2B marketers engage customers and accelerate revenue by mobilizing their army of advocates. 27 WHO WE ARE: 200+ customers $41.5M in funding raised from top-tier investors 100+ employees in Toronto, Boston, San Francisco & Palo Alto
- 28. 28 Buyers are tuning out Website off in the distance, customers at the forefront? Or stats like these? 84% Of B2B decision makers start off the buying process with a referral 59% Of B2B buyers engage with peers who share their challenges IT decision makers rely on word of mouth marketing as their primary influencer when making buying decisions 8 out of 10 75% Of the B2B buying process is complete before buyers come in contact with sales
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- 30. 30 ad•vo•cate 1. One that promotes the interests of others. 2. One that defends or maintains a cause 3. One that makes a non-financial investment in your company “Your brand is what people say about You when you’re not in the room” – Jeff Bezos, Amazon
- 31. Shut up and let your advocates do the talking 31 R EFER EN D ORSE ED U CATE EN GAGE Customers find new leads Customers say great things about you Customers teach prospects about you Customers provide feedback and intelligence Referrals Media Interviews Reviews Analyst Briefings References Content Distribution Case Studies Social Promotion Content Creation Product Surveys User Groups Customer Advisory Boards Community
- 32. Why do you need an advocate marketing program? 32 D R IVE M AR K ET AWAR EN ESS GEN ERATE LEAD S AC C ELERATE SALES EN GAGE C U STOMERS
- 33. 33 There’s a better way to nurture your customers
- 34. Mobilize Advocates 34 Invite Advocates into your program and present them with relevant challenges or ‘asks’
- 35. 35 Connect & Engage with Community Fuel participation and engagement by injecting advocates into your community
- 36. 36 Reward & Recognize Advocates can spend their points on a variety of perks, privileges and rewards
- 37. 37 The Blackbaud Champions program generated a year’s worth of customer referrals in only 3 months IN 3 MONTHS 59 37% $213K Generated Close Rate Of Marketing Qualified Customer Referrals For 22 Closed Won Deals In New Revenue From Customer Referrals Michael Beahm, Advocate Marketing Manager
- 38. 38 ReadyTalk formed a highly engaging advocate program resulting in referrals, references and new customer logos closing in record time. IN 4 MONTHS 190 70 2X 33% Of Referred Opps Closed Customer Referrals New Sales References In New Revenue From Customer Referrals Bo Bandy, Director of Marketing
- 39. 39 Influitive encourages their advocates to spread their positive sentiment on as many review sites as possible. IN 2015 THUS FAR 3% 20% Generated Customer Referrals Of New Leads Of New Business From Referrals 736 Truman Tang, Senior Advocate Marketer
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- 43. Summary 1. Develop relationships 2. Be kind and align 3. Go for the ask 4. Connect and engage 5. Reward and recognize 43
Editor's Notes
- Influitive is the advocate marketing company. Our AdvocateHub app makes it easy for marketers to recruit, mobilize and recognize an army of customer advocates that support marketing campaigns, refer new clients and help close deals faster. Influitive is the advocate marketing company. Our AdvocateHub app makes it easy for marketers to recruit, mobilize and recognize an army of customer advocates that support marketing campaigns, refer new clients and help close deals faster. AdvocateHub is proven to significantly increase the number of lead referrals, sales references, product reviews, survey responses and participation in online communities and forums from customer, employee and partner advocates.