Stop Asking for Referrals!

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Silas McDaniel
6 years ago
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1 Stop Asking for Referrals! Referral Marketing Program Participant Workbook The CLIENT DRIVEN PRACTICE

2 Pre Assessment What do you do? What is your target market/niche? Your ideal client? What do your clients value most about what you do? Why should clients make referrals to you? How many referrals do you get a month? How many become clients?

3 Niche Marketing A niche is a. Finding Your Niche Your special strengths Your special skills or knowledge Your interests Common themes in your client base: Special planning challenges Life situation Learning style Profession Employer Industry Association membership Products or Strategies What do you want to specialize in?

4 Differentiation What sets you apart? Why should clients choose you over other advisors? (Start with what you can say now, then consider what you would LIKE to be able to say) Skills Expertise/Knowledge Services Access to people or resources

5 Client Advisory Board Survey date: Value Meetings Prepare client list Goal to complete meetings Date to compile results Client Advisory Board Client invitation list Large clients Influential clients Ideal clients Representatives of target market Centers of Influence Characteristics of Board members: Prospective Invitation List

6 Client Advisory Board Venue: Date: Agenda Items:

7 A Customized Experience Elevator Speech: People like come to me for. Long Version: What solution or experience do you represent? What non-financial needs do your target clients have? Skills you need to deliver your solution:

8 Learning Plan Knowledge and skills you need to develop: Books: Courses: Conferences: Study Schedule

9 Productizing Your Service Issues your product will address Outcomes or Deliverables Steps or Components Name Process for delivering

10 Success Stories Introduce the Hero Exposition Rising Action Climax Falling Action - Resolution Sample: Client situation Your solution Client Outcome Trigger Phrases/Scenarios calling for stories Trigger Story

11 Communication Plan Staff Training Brochure Web site Other Opportunities The New Referral Conversation How you will ask clients for advice How you will ask for introductions Conversation with a referral outside your target Center of Influence conversation Skills you need to find in COIs to refer to

12 Content Creation Short Form Blog posts Articles Case Studies Topics: Long Form White Papers Books Topics:

13 Networking for Referrals Influencers in your niche Associations Publications Events

14 Referral Marketing Plan Step Target Date Value Meetings goal: Client Survey Client Advisory Board (download the white paper at Clarify definition of niche Identify Services/Products/Resources your target clients need Learning Plan Revise Elevator Speeches Conduct New Referral Conversation with clients. Goal: Staff Training Update marketing materials Disciplines to network with Centers of Influence to call Organizations to network with Productized Offering Develop Case Studies

15 Value Meeting Agenda Why did you select me as your advisor? Why do you stay with me? What is the most valuable thing I do for you? What can I stop doing? What would you most like me to do for you that I don t do now? Read value proposition. Do you think this is a good description of what I do? I want to find more people like you to help with these issues. If you were in my position, what would you do?

16 Notes Get more tips and tools to boost your referrals automatically in your inbox! or get our free white paper on making your client advisory board a success:

2015 NAFIC Convention 2

2015 NAFIC Convention 2 Dan Allison-A Professional Approach to A Professional Approach to Referrals and Prospecting How to Turn Clients and Prospects into Advocates for Your Brand Why did you select this advisor? How does your