In every chapter of this book there is made mention of a money making secret which has made fortunes for more than 500 exceedingly wealthy men which have been carefully analysed for a long time. It is mentioned at least one hundred times throughout the book. It is not directly named for it seems to work more successfully when it is discovered by those who are ready and searching for it – rather than giving it a specific name. If you are ready you will recognise the secret in every chapter.
The first half of the secret is: All achievement, all earned riches, have their beginning in an idea. When you’ve read the book – share with me your thoughts on what the secret is.
Adopt A Referral Mindset
Do Not Call Lists. The Death of Cold Calling
“Cold calling is God’s punishment for failure to get enough referrals”
Cold Calling is on the way out due to more and more restrictions. It annoys people, wastes your time and is really last century. Make a commitment to build a referral based business. NOW
Building Your Referral Based Business
- Adopt a referral mindset, enhance your referrability, prospect for referrals, network strategically, target niche markets.
- Get ready to get picky. Being truly referral based means that you will get more referrals than you need.
Relationship is Everything
Work toward a partnership. Don’t be a vendor or a supplier – be a partner. It is a new way of selling – stop using words like – close which indicates the old way of selling. Referrals eliminate tension in the sale. Be a really good listener.
Develop A Referral Mindset
Believe that
- My new clients prefer to meet me through a referral
- Referrals are the most cost effective way to get new business
- Lifetime value is greater with a referral
- Have an attitude of leverage
- I look for relationships based on a strong mutual trust
- I am looking for problems to solve
- I have a comprehensive a nd systematic approach to referrals
- Be always making use of opportunities to get referrals
- EXPECT to get referrals
Enhance Your Refer-ability
Exceed Your Clients Expectations
What is it your clients expect. And make sure you exceed that.
Put Your Attitude of Service Into Action
Turn your attitude into action, your integrity will be tested (do what you say and stand by your principles), tell the truth, thank your clients often, show your appreciation, deliver superior internal client service, clarify don’t assume, know your competition, record every service transaction and never tell clients that they are wrong.
Make Your Clients Go WOW
Call clients with status reports, always ‘install” your product or service, be careful how you turn your clients over to “customer service”, maintain good relations with vendors, get to know your clients better, get to know your clients companies, help your clients to really know your company, find ways to compliment your clients, keep serving your clients after the sale, survey your clients over the phone
The Value of the Complaining Client
Get your clients to complain, hit the jackpot, deliver bad news right away, take their satisfaction temperature. Includes 8 steps to handling a complaint
Prospect for Referrals
Plant Referral Seeds
A Client Centred Approach, promote the referral process, foreshadow your request
Ask for Referrals at the Right Time
It is based on your value, knowing what it takes to provide value.
Three Keys to Asking
- Serve them before you sell them
- Plant seeds that you are building a referral based business
- When the rapport is good ask them directly for referrals
Ask for Referrals in an Effective Way
The 4 step method for asking for referrals
- Discuss the value recognise
- Treat the request with importance
- Get permission to brainstorm
- Suggest names and categories
Always use words and scripts that are natural and genuine for you.
Explore Client Resistance
Always handle objections from clients who resist giving you referrals. This is usually something that can be overcome with some work.
The Power of A Profile
Who fits your business and who doesn’t, determine your “A” clients, make it client centred, determine strategies for “B” clients,
Upgrade the Quality of Referrals
Ask great questions to help upgrade the referral, determine what it takes to get quality,
Get Introduced to Your New Prospect
Ideas on following up on a suggestion, an introduction, the face-to-face,
Create a Great Referral Experience
Contact your referral prospects right away, keep your referral sources in the loop, thank your referral sources, get the new client to thank the referral source,
Correct Mistaken Assumptions
No more excuses about assumptions made as to why clients don’t give referrals. Keep working on the mindset.
Strategic Networking
Build Your Own Personal Sales Force
Networking, contact spheres, referral alliances, win/win alliances
Have A Strategy for Business Events
Have a long term strategy, go from talking to trusting, join the right organisations, upgrade your networking partners,
Get the Most Out of Business Events
Prepare to be spontaneous, have a goal, remember names, have an answer to what do you do, are you waiting to talk or waiting to listen, don’t firehose people.
It is Not Over When The Event Is Over
Evaulate your success, follow up after the event.
Target Niche Markets
Your Most Powerful Marketing Strategy
There are lots of benefits from targeting niche markets, people buy what is familiar, they are for the committed only.
Targeting Your Niche Market
Choose your niche market, determine the universe of your target industry, figure out how to reach the target, work the numbers, get to know your competition, form referral alliances with niche suppliers, look for overlaps with your target industry and read what your target prospects are reading
Cultivating Your Reputation
Get involved in industry associations, identify the industry influencers, write articles for industry publications, produce a company newsletter, write special reports booklets and e-books, use media publicity, create educational opportunities, sponsor and event, master public speaking, adapt your marketing materials, place ads your prospects will see, create a reputation with direct mail, harness the power of testimonial letters and modify existing products and services or create new ones.
Your Target Marketing Plan
Develop your market profile including
- The market
- The demographics
- Organisations to which they belong
- Publications they read
- Meetings that they attend
- Industry Influencers
- Needs, fears and goals
Putting it All Together
People will spread the word about you, working from referrals is a mindset, Test your attitude of service, understand the power of leverage, build a solid foundation and your competencies.
Building Systems Into your business
