SFiO Global chapter 2017-02-22

Copyright © Business Services Leeds Ltd 2017
HELP MORE PEOPLE AND GROW
YOUR SERVICE USING SFP
Presented by
Andrew Gibson

TODAY’S OUTCOMES
At the end of this workshop…
 Consider the application of SF to
your own services
 Develop a strategy based on
helping more people
 Get your clients giving you
repeat business, internal and
external referrals.

WHEN NETWORKING…
The question is always:
“So what do you
do?”

BREAKOUT
Explore with each other
“So what do you do?”

BREAKOUT
Feedback…

FROM “DO” TO “HELP”
 We are all good at describing
what we do.
 Is that what people buy?

DO PEOPLE BUY…
 Radiator balancing…
 Business coaching…
 Dispute resolution…
 House rewires…

THEY BUY…
A warm house
Sales growth
Removal of stress
Safety at home

HOW DOES “WHAT YOU DO” HELP PEOPLE?
 We need to know
(how we help
people…)

BREAKOUT
“So how do you help?”

BREAKOUT
“So how do you help?”
Feedback…

FROM “I DO” TO “I HELP”
 Ask the question,
 Answer with,
“I help people…”

FROM HELP TO WHO?
 You have worked out the
help you provide.
 Who needs that help?

EVIDENCE
 Who have you already
helped?
 Use your evidence of
success.
 How did you make a
difference?

STARTING SOMETHING NEW?
 Who has somebody else like
you already helped?
 Use their evidence to start a
conversation?

WHEN NETWORKING…
 When someone asks you
 Answer with,
“I help people like <…> with <…> ”
 Practice so you are ready with examples

BREAKOUT
“I help people like… with …”

BREAKOUT
“I help people like… with …”
Feedback…

SO WHAT DO YOU DO?
I help families expecting a new baby
to create the space they need
I help (food) manufacturers to grow
profitable sales by typically 20%
I help middle-aged people to plan a
happy retirement

AND THEN…
Your colleague will ask…
“So how do you
do that?”

SO, WE HAVE…
 How we help
 Who we have helped
 Evidence of success
 How do we find people to help?

RESEARCH FOR PEOPLE WITH SIMILAR NEEDS
 Who has similar needs?
 Find their details;
 Ask for an introduction or referral.

TELL THE STORY
 When you are networking…
 Ask for the referrals where you have
measurable evidence
 Be ready to tell the story
 The story “resonates with others” and
“compels them” to find you the referral
Quote – Dr Ivan Misner,
Founder of BNI

EXAMPLE
 “I am a plumber and I want to talk to Head
Teachers in Leeds”

INTERESTED?
 I want to talk to Head Teachers in
Leeds as I can help improve
concentration in class?

REASON?
 My services will improve Educational
Attainment
 How?
 By ensuring an efficient heating
system, kids will concentrate better in
class.

WHO ELSE?
 Who else benefits from this?
 Governors
 Teachers
 Parents
 Much easier to find these
 They can introduce you to the Headteacher

UNLOCKING REFERRALS
 Now you know how you help…
 Two approaches
1. Evidence of Success
2. Evidence of Need

LOOK FOR THE NEED
 We all look for signs for
ourselves so…
 Educate your network to look
for these observable signs –
and think of you.

YOU SHOULD HAVE…
1. What you look for yourself
(an observable need) to
identify a client;
2. A measurable outcome
you have delivered
elsewhere;
3. The supporting story.

BREAKOUT
The needs you have met
Measurable Outcomes
Supporting story
Who else might have similar needs?

BREAKOUT
The needs you have met
Measurable Outcomes
Supporting story
Who else might have similar needs?
Feedback…

REVIEW
We have worked out how you
help
We have evidence of
success/need
We know specifically who we
want to talk to
We can educate our network to
find them for us by talking about
help

LET’S TAKE A BREAK…
10 minutes…

REPEAT WORK AND REFERRALS FROM
REFERRAL PARTNERS AND CLIENTS

TWO APPROACHES
Develop Regular Referral
Partners
Generate Repeat Work
and Referrals from clients

FINDING REFERRAL PARTNERS
Can you take the help
approach and go up a
level in the chain?
How do you help
those who help your
direct prospect
clients?

MULTIPLE REFERRALS
Think of your best
recent customer
Who else helps them?
Do they help others like
them?

EXAMPLE
Accountants work with lots of
businesses
We want to talk to
Accountants so they can
introduce us
Ask yourself the following:

REMEMBER – THE NEEDS
 What are the needs of the Accountant?
 How do you help them?
 If you help them, they could be Referral Partners

REPEAT THE HELP PROCESS
Three simple things to look for:
 Save time
 Save money
 Make money

REVIEW
Potential referral partners
help prospective clients.
Work out how you help
the referral partner.
Ask for referrals based
on how you help them.

RESPONDING TO ENQUIRIES
Have you ever received one of the following:
1. “How much for…?”
2. “Could you please provide…?”
3. “Can you deliver…?”
…followed by a quantity of what you do?

I HAVE SOME NEWS FOR YOU:
 The Customer is NOT always right

CLIENT OFTEN PROPOSES THE SOLUTION
 Can I have a price for xyz?
 How do you know xyz is what
they want?
 The price should be the last
thing you discuss!

FROM NEEDS TO OUTCOMES
 We need to establish how the customer wants
things to be after our intervention.

SOME EXAMPLES
 Does the builder build the extension without
finding out what it is for?
Does the carpet layer supply the flooring
without establishing what room it is going
into?
Do we deliver training without finding out the
differences the client is looking for
afterwards?

DEVELOPING THE ENQUIRY
Here are some questions you can
ask…which you will recognize from
SF!

QUESTIONS…
 If we were to deliver <intervention>,
what would you notice was different at
the end of it?
 What else?

QUESTIONS
 What will you/your team/etc notice is
different at the end of the project?
 What else?
 And so on for all stakeholders

WHAT ARE WE DOING?
Developing a specification
 Goals and Outcomes
 Observable Differences at the end
 How we will deliver these
 How we will measure and evaluate

SPECIFICATION DEVELOPMENT
If you know the client’s real needs,
you can then
 Deliver
 Refer
 Decline

PROCESS
Three stage buying process
1. Does this meet my needs
2. Do they deliver with
Credibility
3. Can I afford it?
The actual price is not
important.

NEEDS/CREDIBILITY
 While you explore their needs and the
options, you are developing your credibility.

 SPECIFICATION
 Submit the specification
 Don’t include prices – yet

IF PRICE IS ALL IMPORTANT?
 Don’t worry – and don’t send them a price without a
specification!

AND IF THEY INSIST?
 No problem – tell me your budget and I will tell you
if I can work within that…

FOLLOWING UP
 When you follow up it is to review the
specification.
 Client will take your call – no pressure to
commit to buy.

SPECIFICATION AGREED?
 Once you have submitted and refined your project
specification, ask if it is what they are looking for.
 If the answer is “yes” then you can move onto price

PROPOSE THE PRICE
 Your prices should deliver the project
specification
 If they can’t afford it, reduce the spec and
reduce the outcomes that will be delivered

DELIVERY
 When you deliver, set up the measures that
relate to the Goals and Outcomes
 These should be in your specification

DELIVERED
 At the end, you will have
delivered the difference that the
client wanted, for the budget they
could afford.
 The customer will be happy
 Repeat work and Referrals will
follow…

AND AS A BONUS
You will have more great stories to
support referrals to similar customers.

TOP 10 TIPS
1. Describe specifically “how you help”
2. Work out specifically “who you help”
3. Gather evidence and stories
4. Do your own research for similar clients
5. Think how you help those who help your clients
6. Share the stories with your network
7. When you are working on a live project, explore actual needs at the
start
8. Always work out specification and build credibility before price
9. Measure and deliver specification – more referrals, and more stories
10.Celebrate!

THANK YOU

SFiO Global chapter 2017-02-22

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