Silver Tree Consulting Blog

Step #2 - Identify your ideal referral client - In order to receive high quality referrals you must be able to quickly communicate the exact type of person or business that makes a great referral.

This is kind of like writing a personal ad. Think about all the qualities that your tall, dark, smart and savvy clients should have. Then, tell everyone about these qualities and how you can help solve the pains or problems your ideals clients have (and resist the urge to tell them how great you are, which really doesn't sell you anyway...).

Most importantly, don't give up on your ideal. You will attract clients who fit with your company and with whom you fit when you stay the course.

Stay tuned for Step #3 ...

This is the first post in a seven-week series of postings. These steps are taken from the Duct Tape Marketing Website: http://www.ducttapemarketing.com/blog/2004/09/22/the-ultimate-referral-system-in-7-steps/. The advice below the step are my additional thoughts.

Step #1 - Create a referral target market(s) - you must create a target list of companies and individuals who can be motivated to refer. This can be clients or a network of related businesses. 

Sounds easy and it is. First, group or tag your contacts in your database to include those who you refer to and those from whom you receive referrals. Then, print this list out, review it and carry a copy around with you to keep your referral sources/recipients "top of mind."  Finally, once a week, place a call to one referral source/recipient to ask about the kind of leads they are looking for and share the kind of leads you'd like.


Keep this system light and simple in order to stick with it.

Stay tuned for Step #2 next week...

Have you ever noticed how many ads talk about how wonderful their product or service, is but rarely address the problem you have, which is what really drives them to buy what you offer?

Many ads use soft (and ineffective) tactics to get your attention. They use kind words about the features and benefits (and cost) in hopes that you'll be moved to buy. They also use cliche phrases like 'best service" and "top quality."

Is it any wonder that you've tuned these ads out? They don't address your problem and they use verbiage that has been used in almost every other ad for the past hundred years.

My challenge to you as small business owner: Use your valuable ad space to address your audience's pain. Talk to them about what bothers them and don't mention your "best service." They're going to expect the best service anyway and they want to know how you'll help them. Always remember that all people buy because of some pain they have, not because of the features and benefits your product or service offers.

As part of my work, I perform rewrites on my clients' letters, emails, web content and other pieces. The rewrites are made to enhance existing text, giving it more power and clarity.

For your interest and enjoyment, I've done a rewrite on an blast email I recevied from a LinkedIn group manager.

Here's the original email (with a few changes made to protect the group):

All,

If you have visited the CCC Professionals group today you probably have noticed significant changes to the group. LinkedIn has rolled out a new user interface. Unfortunately they have taken away many of the items group managers have used to organize groups and limited the ability to reduce spam in groups. LinkedIn is currently getting a lot of negative response from group owners and managers. I am not sure how things will progress, but my hands are tied in how I can manage the group for now.

As you probably know I have tried to keep the main discussion area to general discussion on ccc issues. LinkedIn has combined all news and discussion posts, so it will be a mixture of both items. They are supposed to introduce more moderating features, but we don't know when that will occur. I will do my best to bring value to you as a member of this group. I hope you have enjoyed the group so far, and I will continue to work on keeping people interested and involved, while reducing the time required to get to the information you need. When I hear of proposed changes from LinkedIn I will notify the group. If you have any questions or suggestions please notify me; however, understand there are now over 20,000 members and I do have a full-time (and time consuming) job! So, I may not get back to people. Thanks.

Here's my rewrite:

All,

If you've visited the CCC Professionals group today, you've most likely noticed significant changes to the group.

With the new interface and other changes, LinkedIn has removed many of the items managers have employed to organize groups and limited our ability to reduce spam. LinkedIn has also combined all news and discussion posts, so there's now a mixture of these items in one section.

LinkedIn is getting a lot negative response from group owners and managers regarding these changes. It's my hope that LinkedIn will respond to the feedback with additional changes and corrections.

A number of moderating features are expected to be introduced, but we don't have any rollout dates just yet. When I hear of proposed changes from LinkedIn, I will notify our members.

I will continue to bring value to our group members. I hope you've enjoyed the group to date and I will continue to strive to keep people interested and involved, while reducing your time needed to gather information.

If you have any questions or suggestions, please notify me. However, please understand there are now more than 20,000 members in our group and I do have a full-time (and time-consuming) job! I may not be able to respond to everyone I hear from.

Okay, I'm going to nag you a bit. Are you ready? Good.

First, let's go back in time. Remember when you received a gift from your Aunt Hilda and you'd send her a thank you note to acknowledge it? Good.

Okay, now fast forward to today. You're in business and your clients, strategic partners are often giving you "gifts" through various means. Your clients give you the gift of their trust and business. Your strategic partners give you the gift of leads and, perhaps, their industry knowledge.

With this being said, I would like to remind you to send them thank you notes.

Why?  Here's a list of reasons:

• It's just polite
  
• With your clients, it will set you apart from most other businesses who never acknowledge their gratitude
• With your strategic partners, it will help keep you more "top of mind" and perhaps prompt them to send more referrals your way
  

Today, I spoke with a prospect who's expressed interest in doing marketing work. He's able to do the marketing work (financially and with time resources) but he's just not willing at this moment.

Is the sale lost? It's definitely on hold until my prospect becomes willing to move forward. Willingness comes from within, not via any pitch I can make or any pressure I can put on him.

This concept of being "willing and able" is not my own. My trainer, Ken Smith, at the Sandler Sales Institute espouses it and his words rang true during my call today.

Carefully consider this concept when speaking with your prospects. And, don't buy into the hope they give you or give themselves that they will do the work once some outside force changes. Only after they become willing (internally) can they actually do the work.

Listening: For some, it might be considered a virtue. For me, it's a skill I'm learning to share and enjoy more and more.

With the extraordinary amount of outbound communication going on (via your website, email blasts and social networking), there's a forceful perception that you must be constantly speaking in order to be effectively marketing.

I'd like to propose that listening is one of the strongest tool in your marketing arsenals. It does take time and practice to develop, but the payoff  is huge.

Your clients and prospects have information to share with you. And, the information they share is very useful in how you can effectively and sincerely market to them.

If you're operating from the standpoint that you don't need or have time to listen, you'll be missing critical information that they provide about their needs and your offerings (as they relate to their needs).

Want more information? Read the "Eight Barriers to Effective Listening."

Before I started reading the book entitled "The Power of Promotional Products", I was unclear on the difference between a promotional item and a giveaway.

A promotional item encourages action on the part of the recipient (by promoting your company, a new product or new service). Done correctly, the promotional piece will play a key part in encouraging your audience to do something once they've received your item.

A giveaway is just what the name implies. It's something that you give away to clients, prospects or tradeshow attendees without any expectation that they will do something once they've received your gift.

Both have their place in the world, but if you're looking to generate more leads, which one do you think is a more effective?

More useful information on the subject of promotional items versus giveaways can be found here.