Referral Marketing Presented At Biz Tech 10 16 09

507 views

Published on

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

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
507
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
15
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Referral Marketing Presented At Biz Tech 10 16 09

  1. 1. Referral Marketing<br />Tony Rushin<br />October 16th, 2009<br />presented at BizTech in Huntsville, AL<br /> part of Harvest’s “Sharpening Your Business Development Toolkit” session<br />
  2. 2. Tony Rushin - Background<br /><ul><li>Harvest Partner since March, 2007
  3. 3. Lead Fractional Executive Services Practice and Business & Partnership Development
  4. 4. Part of the Sales & Marketing Practice
  5. 5. First 14 years: Corporate America and Mid-sized Companies (engineering, sales, management, IT, software, telecom)
  6. 6. Last 11 years: Small Companies / Divisions – Entrepreneur, Executive, Consultant
  7. 7. CSO, COO, VP of Sales & Marketing, VP of Business Development
  8. 8. Atlanta Telecom Professionals (ATP)
  9. 9. Technology Association of Georgia (TAG)
  10. 10. Board Member – Business & Technology Alliance
  11. 11. Committee Member – Excalibur Awards</li></li></ul><li>Referral Marketing - Agenda<br /><ul><li>Networking / Referral Marketing Defined
  12. 12. How it fits into your Overall Business Development Strategy
  13. 13. The Basics
  14. 14. Some Advanced Topics
  15. 15. Measuring Results
  16. 16. Next Steps</li></li></ul><li>Networking / Referral Marketing<br />Networking:the cultivating of mutually beneficial, give-and-take, win-win relationships.*<br />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.*<br />Referral Marketing: lead-generation through word-of-mouth introductions from people in your network.<br />* Bob Burg in “Endless Referrals”<br />
  17. 17. How Referral Marketing Fits<br />Business Development Function<br />Product Development<br />Marketing & Sales Tool<br />Lead Generation<br />Direct<br />Sales<br />Channel Sales<br />Market Positioning<br />Accelerates Results<br />Shortens Sales Cycle<br />Benefits from Clarity<br />Influence & Feedback<br />Shortens Sales Cycle<br />Leverages<br />Networking / Referral Marketing<br />Can help with<br />Customer Service & Satisfaction Access to Channel Partners<br />Acquisition Targets Potential Buyers Access to Capital<br />
  18. 18. The Basics<br /><ul><li>“Give to Get” philosophy
  19. 19. Focus on what people care about
  20. 20. Specific is more effective than general
  21. 21. Connecting quickly
  22. 22. Building (or breaking) trust
  23. 23. Targeting where / who to network
  24. 24. More ≠ better
  25. 25. Is “win-win” the same as “tit for tat”?
  26. 26. Hints for working a social network</li></li></ul><li>Some Advanced Topics<br /><ul><li>Gate Openers
  27. 27. How / when to quit
  28. 28. Why customers aren’t usually your best referrals partners
  29. 29. LinkedIn</li></li></ul><li>Measuring Results<br /><ul><li>At a minimum
  30. 30. Track closed business and capture
  31. 31. Source of referral
  32. 32. Company name, revenue
  33. 33. Length of sales cycle
  34. 34. Keep history
  35. 35. Consider measuring
  36. 36. Referrals
  37. 37. Prospects
  38. 38. Centers of influence
  39. 39. Ultimate referral source
  40. 40. Frequency of touches
  41. 41. Quality of touches
  42. 42. Set criteria and categorize
  43. 43. A, B, C referral partners
  44. 44. Roles
  45. 45. Relationship owner
  46. 46. Who else knows the person
  47. 47. Rules of engagement</li></li></ul><li>Next Steps<br /><ul><li>Review notes tomorrow morning
  48. 48. Turn “good ideas” into 1 or 2 MMA’s(Monday Morning Actions).
  49. 49. Consider:
  50. 50. Networking’s importance to the success of your 90-day, 1-year, 3-year plan
  51. 51. What your skill level is and where it needs to be
  52. 52. The skill level of others in your organization
  53. 53. Your other commitments
  54. 54. What you can do this week to claim a success
  55. 55. Act (understanding ≠ doing)</li></li></ul><li>Questions / Comments<br />Tony Rushin<br />770.418.1324<br />tony.rushin@harvestbusinessadvisors.com<br />
  56. 56. 11<br />A Growth Strategy Management Consulting Firm<br />

×