intro to rcm
DESCRIPTION
90 minute presentation on referral-centric marketingTRANSCRIPT
Referral-Centric MarketingTM
For a Steady Flow of Perfect Prospects
Who’s in the room today?
Please Introduce yourself
Name, Title, Company
“For me, referrals are…”
Why are referrals so valuable?
Referred prospects are…Easier to engage
Likely to be more loyalEasier & quicker to close
Less sensitive to price issuesGiven direct or indirect testimonials
Cost effective leads for small businesses
Gifts you get while you do other work
We believe…
…referrals are
a vital source of
new customers
for our
businesses.
We believe referrals behave like…
6 Laws of Electro-Magnetic Referrals
1. Energy
2. Direction
3. Compatibility
4. Polarity
5. Proximity
6. Impedance
Referral-Centric MarketingTM…
…shifts marketing efforts from chasing prospects to developing and nurturing
referral relationships
Referral-Centric MarketingTM…
…turns
Subtracting
into
Multiplying!
10
0
10
100
10,000
Referral-Centric MarketingTM…
Referrals are gifts
Thoughtful selection
Artful wrapping
Personal exchange
Gracious acceptance
Referral-Centric MarketingTM
Relationship Circles
Advocates
Amiables
Acquaintances
Referral-Centric MarketingTM
Relationship Intimacy
Advocates
Amiables
Acquaintances
Know
Like & Trust
Committed
Referral-Centric MarketingTM
Receiver Messaging
Advocates
Amiables
Acquaintances
Know
Like & Trust
Committed
Inform
Connect
Engage
Referral-Centric MarketingTM
Giver Actions
Advocates
Amiables
Acquaintances
Know
Like & Trust
Committed
Inform
Connect
Engage
Reactive
Responsive
Proactive
Referral-Centric MarketingTM
Relationship Circles
Advocates
Amiables
Acquaintances
Know
Like & Trust
Committed
Inform
Connect
Engage
Reactive
Responsive
Proactive
Referral-Centric Mindset
Be Yourself Build Networks
Add ValueTouch Lives Stay Open
Referral-Centric Action Plans
2. Engagement (Build Networks)
3. Enrichment (Add Value, Touch Lives)
1. Authenticity (Be Yourself )
4. Reception (Stay Open)
1. Authenticity Plan
1. Know your “Why”
2. Define your market
3. Identify customer needs
4. Bullseye prospect profile
5. Compelling value proposition
Align your “Why” with Bullseye
Prospect
2. Engagement Plan
Build your Relationship Circles 1. Inform Acquaintances
2. Connect Amiables
3. Engage Advocates
Develop a plan– Target each ring– Set goals– Track efforts and results
Engage and energize your Advocates
2. Engagement Plan
• Collaborate– Bullseye prospect profile– Create a prospect list – Share prompting lists
• Ask for referrals– Who do you know…?– Don’t keep us a secret…
Extend your referral circle
3. Enrichment Plan
• Create “Wow” moments
• Say thank you
• Connect emotionally
• Own & fix mistakes
Perform random acts of enrichment
4. Reception Plan
• Commit to your Advocates
• Accept what you get
• Be prepared to respond
• Close the feedback loop
Let no opportunity go unfulfilled
Advocates
Amiables
Acquaintances
What should I do next?
Advocates
Amiables
Acquaintances
Action Plan Clinics (4 sessions)
1. Authenticity Plan– Authenticity Assessment
2. Authenticity Plan– Bullseye Prospect Profile
3. Engagement Plan– Marketing Mix Matrix– Referral Scenarios
4. Enrichment & Reception Plans– Advocate Agreements
Action Plan Clinics
Advocates
Amiables
AcquaintancesFour 2-hour sessions
Monday’s on Mercer Island
Dates#122 10:00am – 9/24, 10/8, 10/22, 11/5#123 1:00pm – 10/8, 10/22, 11/5, 11/19#124 10:00am – 10/29, 11/12, 11/26, 12/10
Cost$96 all four sessions through 2012
Follow-Up Resources
BooksStart with Why: How Great Leaders Inspire
Everyone to Take Action (Simon Sinek)
Endless Referrals (Bob Burg)
The Referral Engine (John Jantsch)
The Go-Giver (Bob Burg & John David Mann)
Go-Givers Sell More (Bob Burg & John David Mann)
Give Your Elevator Speech a Lift (Lorraine
Howell)
Creating a Collaborative Enterprise (Bob
Nitschke)
Follow-Up Resources
BizEnrich Experts
Ron Kranz (biz coaching)
Lorraine Howell (messaging)
Zita Gustin (networking)
Michael Hartzell (inbound marketing)
Pete DiSantis (DIY social media)
Bob Nitschke (collaboration)