Acquiring. Referrals and. Warm. Introductions

Transcription

1 Acquiring Referrals and Warm Introductions Learning Segment #

2 Self Analytical Instrument Acquiring Referrals and Warm Introductions Directions: Read the questions below and respond appropriately. Referrals are part of my current compensation plan. Yes No I find it easiest to ask for referrals from people that know me. Yes No Even with a referral, it doesn t mean I will get access to the Yes No prospect. My clients say they will refer me but don t. Yes No I need a system that I can use to acquire referrals. Yes No I ask for referrals consistently with both prospects and Yes No clients but have only limited success. I make it easy for people to give me referrals. Yes No Referrals are good, but warm introductions are even better!

3 In this segment you will learn: How to receive more than just names but actual introductions. Why a systematic process works so well. A systematic process to put you in charge of your business and get you introduced to the people you choose. How to partner with your clients to identify the best approaches to the prospects you want to meet. How to work your vertical market deep with the right bridges to the right people. Referral Strategies: Acquiring referrals is an important lead channel to grow your business. But, gaining an introduction or bridge is the key to penetrating and positioning and to actually reaching the referral. Why Are Referrals And Introductions So Important? 1. A referral is the second person to sell, if you reach them. 2. Three referrals typically result in sale. 3. Referrals are often seen as part of your for a job well done. 4. Introductions turn a referred name into a sales opportunity

4 Why Are You Often Reluctant to Ask for Referrals or an Actual Introduction? 1. Your : Don t want to seem like you re pushy. Often had negative results. 2. You are of how to ask. Not experienced asking for or giving referrals. No planned system to build consistency into your approach. 3. Even if you get a referral, it is getting more and more to reach them and gain an appointment. 4. We are never really sure whether the names we get are qualified, or just names

5 Principles That Will Ensure A Successful Referral and Ultimately a Warm Introduction System: Principle #1 Recognize most clients really know how to qualify a prospect. Why? 1. They have experience or education in this area. Only you are the expert! 2. Most of the people they know already a financial professional in their life. So you get further away from qualified responses because they often do not give you their names. Principle #2 Know you want and you want to grow. What you want is: 1. An to the right people, people you have prequalified in your vertical market! Know where you want to grow vertically: 2. A or introduction to reach these prequalified right people. 3. Guidance and on the best approach to meet these right people

6 Principle #3 To gain great referrals and warm introductions, always provide them with a list of people you have prequalified and want to meet in your vertical market! Why does this work? 1. It makes it for them to give you a referral and introduction. They don t have to think up names or qualify anyone, only select and comment on the ones you provide. 2. It demonstrates in your business. It says the whole world is not my market, because I am focused in my efforts. 3. It builds to a name they likely know and to existing relationships they have in their vertical markets. 4. It creates that you know and want to know people just like themselves. 5. It their thinking vertically to help them introduce you. Be sure you: Research every name to be sure they are the right people for you to meet Present them with no more than 15 names on a list each time you ask

7 Always use the right language as in: Here are 15 people in your country club/charitable organization/industry I would like to meet. Who do you know and which ones know you? Let them talk they will treat it like a puzzle and give you feed-back on every name! Be sure the names on the list are people they would likely know, i.e., member of their club or local organization or vertical market, the more prominent the better. After they have reviewed the list, ask them: Who have I left off the list and they will almost always add names because they are thinking about people by market, not by trying to qualify them! Principle #4 Practice self-discipline, not self-indulgence, and make pre-qualified lists of referrals/introductions a foundation for your growth. The difference: Self-discipline Think about Self-indulgence Think about

8 Principle #5 Have a clear plan and process in place to get introductions from clients and prospects. When you: 1. the sale. 2. their account. 3. the policy or paperwork. 4. a review. Principle #6 Have the courage to move past limiting beliefs. How? Business conditions such as: Do not call lists Voice mail Gated communities Over-marketing require changes in frames of

9 Realize: 1. Your attitudes and beliefs about your ability will determine your to proceed and to persevere. Attitude affects. 2. It is impossible to succeed without others and it is your attitude toward others that will determine their attitude toward you. Principle #7 Attitude affects and the desire to help. Always send a thank you note to everyone and anyone who gives you an introduction. To Implement: Review the sample thank you for the referral and introduction note which appears in the back of this section of the workbook

10 A Step-By-Step Process and the Actual Words to Gather Referrals and Gain Introductions to the Right Prospects To Create Introduction Bridges Step 1 Step 2 Create a of prospects in your chosen vertical markets. Start with the local association/club/organization membership lists. Research every name using Internet sources such as: Step 3 Divide the list into 15 name groupings by / or local geographic area. Step 4 When you meet with a client or prospect, present a list of 15 people in their market and ask who they. Script: Here are 15 people, in your (club, industry) I would like to meet. Who do you know and which ones know you? Step 5 After they review the list and comment, then ask Who have I left off this list? Be quiet and let them think and articulate

11 Step 6 Then, ask for their to meet the people they know. Be sure to suggest connection ideas. Script: Be my advisor for a moment how would you go about meeting these people? Should I coordinate a golf outing or perhaps a breakfast, or better yet what would you do? Step 7 Listen carefully as they review the list for social connections and to learn who likes what, gently probe to discover more interests they may have. Note these for future invitations and bridging opportunities. Step 8 Close the discussion by outlining the steps (i.e. the date, the location, the invite). Script: OK, let s see, you believe golf is the best for these two people. When are you available and let s make it a foursome. OR You believe lunch after the association meeting would work great! Should we just make it an outing for all of the people you know? What date works best for you? I would be privileged to have you help me set this up and attend!

12 Implementation Tips: 1. your mindset and expect referrals and warm introductions to bridge you to qualified people. 2. Start your calendar 4-5 weeks out so you know days and events where you can play golf, go to lunch, take prospects to sporting/cultural/theater type events. Keep your company marketing events in mind as well! Allocate at least 20-30% of your week to these marketing activities. This is useful for all networking activities as well. 3. Start creating lists of 15 now and then invest in services to assist you. Example: Hire a marketing and push yourself outside the box. Specifically they can: A. Help find on your best markets. B. Create a of fifteen people for potential introductions for every vertical market face-to-face. C. Research the list thoroughly to be sure they re. D. Help you your calendar so you have events where you can invite the people you want to meet. 4. Take action - go to your Marketing Action Plan at the back of this section on page 182 and log the steps that will begin your bridge to introductions process

13 MARKET ACTION PLAN TO ACQUIRE REFERRALS AND WARM INTRODUCTIONS IN ALL MY VERTICAL MARKETS TODAY S DATE IS Month/Day Knowing I need to: A. Create A list of prospects in my markets B. Identify & Organize The list into groups of 15 names C. Learn & Role Play Repeatedly The script and process to obtain a bridge to introductions The date I will begin this process is. Review this information again when you design your Master Marketing Plan during the last segment of this educational series

14 SAMPLE OF INTRODUCTION THANK YOU CARD Thank you For Preprinted Front Your Introduction Dear Joe, Thanks for your help. Your associates will benefit from your thoughtfulness. You can trust me to show them every professional and personal courtesy. With Sincere Appreciation, Handwritten Note Inside Your Signature YOUR COMPANY 123 Main Street Your City, XX (555) Preprinted Back