how to get referrals : without all the bs

52
Simple & powerful systems and tools to build reputation & referrals

Upload: guy-arnold

Post on 17-Jul-2015

58 views

Category:

Business


5 download

TRANSCRIPT

Simple & powerful systems and tools to build

reputation & referrals

Agenda

1. Background

2. Be ‘referrable’

3. Make it easy for them

4. Keep improving

1. Background

The World is bogged down in data

Your message is lost!

Customers have global choiceAre more price driven

And MUCH less loyal!

‘Traditional Marketing’ isn’t working

And social media soaks up the hours

Costs & competition are rising

Customers toy with your reputation at the touch of a button

And so can your staff

Beware of snake oil!

Quick fixes doesn’t work!

1. Be referrable

2. Feedback first

3. Systems to make it easy

1. Be Referrable

‘Old World Selling’

Marketing

Selling

Delivery

After Sales

Sales

Close

InterestFind

And then what happens?

Bombard

Ignore

HopeBribe

Give up and find others

‘New World Selling’

The Customer Empowered Sales Process

Sales

Referrals

Cross Sales

Up sales

Engage and deliver

value

Feedback

Get BetterEnergise & Empower

Attract more

Recommendations & Public Reputation Competitive

Advantage

Loyalty and Continual Improvement

Increased Conversion rate and

reduced marketing cost

How to make things happen?

Luck or systems?

The big questions

If customer experience is so VITAL, why is it so often not systemised?

Why do organisations then wonder why they can’t get things done?

• Engagement is PRIMARY

• Selling is a SECONDARY

In a Nutshell

People Systems

beliefs

Emotions

ActionsResults

The System

The System Applied specifically to referrals

Be Referrable

Make it easy

Keep Improving

Measure & respond

2, Feedback First

Tools

Where do the inches come from?

Net Promoter System

> NPS is copyright to Fred Reicheld & Satmetrix

What then?

3. Make it easy to refer you

You can’t lose

Great

Satisfactory

Poor

Horses for Courses

Customer Relationship

Partnership

Relationship

Engagement

Transactional

Transactional

Simple Feedback

Engagement

> VIP Club

> Reviews

Engagement

Basic Quality Feedback

Engagement

> VIP Club

> Reviews

> Referrals

Relationship

Top Quality Feedback

Partnership> VIP Club

> Bus Development

> Reviews

> Referrals

> Partnering

3. Systems to make it easy

From Right PeopleTo Right PeopleRight TimeRight Way

From Right People

• People who love you and give you permission

• Inch by Inch

To the right people

• Who are they?

• What roles?

• What do they want to achieve?

Right Reasons

• Your Customer Focused Mission

• Why would they WANT to refer you?

• Wiifm?

• How can you spread a reputation of being someone worth referring?

Right Way

• Feedback First• Those who think you’re ‘great’• Inch by inch: make it easy• Make it fun• Explain why you’re asking• Ask permission (no is OK)• Follow up• Thank them• (and again 3 months later)

Remember to invest

• It’s at least 6X as effective as ‘trad marketing’

Remember to say…

Keep repeating

• Also ask

• Suppliers

• Your own people

• People you helped

• Complementary organisations

4. Keep Improving

4. Keep Improving

Stars

Google

Samsung

Toyota

Richer Sounds

Black Holes

Lycos

Blackberry

GM

Circuit City

4. Keep Improving

The Customer Empowered Sales Process

Sales

Referrals

Cross Sales

Up sales

Engage and deliver

value

Feedback

Get BetterEnergise & Empower

Attract more

Recommendations & Public Reputation Competitive

Advantage

Loyalty and Continual Improvement

Increased Conversion rate and

reduced marketing cost

Support@ .com

Q&A