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Referral Marketing

How to Target Neighbors of your Best Customers

Session Framework

•Engage with your best customers.

•Start off small.

•Test measure & repeat. •Five action points to start today.

Session Framework

Lora.ullerich@coleinformation.com

•Cole Directory published in 1947.

•Crisscross directory of addresses and phone numbers.

•Invaluable information for a number of industries:•Telemarketing•Debt collection•Law enforcement

•Today, online lead generation for small business.

Background

http://www.colecommunity.com/

Features:• Webinars• Articles• Buddy’s Blog• Resources

Referral Marketing

•Word-of-mouth promotion.

•Usually happens organically.

•Cole can help you influence new customers.

Referral Marketing

• Don’t leave this to chance!• Consider your 10 BEST customers:

– Age– Home worth– Length of residence– neighborhood

Cross-promote referral opportunities!

• Reasons to call:– Birthday– Anniversary– Policy renewal or recent order:

• Thanks for your business.• Build customer base with friend referral.• Incentivize!

Referral Marketing

Thecrazyfilmgirl via flickr

Approach and Offer

–Introduction:• Be clear

– “Hi I’m Lora Ullerich, your local Allstate Agent…”

• Stress local – Differentiates you from those UNKNOWN callers.

Approach and Offer

• Approach:– “I just wrote a new policy for Bob Smith and was

able to save him a bunch of money on his homeowners insurance.”

• Alternate: – “Bob Smith is a good customer of mine and gave

me your name.”– “Your neighbor, Bob Smith, recommended that I

call...”

Approach and Offer

• Offer:– “I would like an opportunity to quote on your

homeowners insurance to see if I’m able to save you money like I was able to for Bob?”

– “Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?”

– “Is there a better time I can call and ask questions to prepare a quote on your insurance?”

Neighborhood Search

•Google Map technology

•Accurate information

•Easy to use

Once again, track and measure

Again, Track & Measure

Referral Campaign Benefits

• Working referrals= Revenue Generator– This approach will make you more successful at

working renewals

Plus

Referral Campaign Benefits

• It creates a sound foundation for success at the next level in direct marketing.

Marketing

• If you:– Don’t do your homework– Don’t know which approach and offer works best– Buy a list, pick a postcard with a pretty picture and

mail it to everyone

You’ll fail every time.

Five Action Points

• Pull your best customer files.

• Create a script.

• Offer incentives of value.

• Start off small.

• Track and measure.

www.colecommunity.com

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