Referral Generation from Existing Clients

Speaker: Warren Kennaugh

Date: November 22nd 2006

Why Customer Referrals?

Customers

•Seeking ongoing advice

•More educated

•Demanding more

Why Customer Referrals?

Business

• Cheaper

• Quicker

• Easier

• High return

Why Customer Referrals?

Industry

• Move to Ongoing Service

• Greater competition

• Continued margin squeeze

• Compliance driven

Your Referral Style

1. Proactive

• Style – extrovert, confidence, like meeting new people and unfamiliar environments.

• Approach – asking, questioning, positioning, on the front foot.

• Customer Relationship – centre of influence, authority, leading the customer, respected.

• Environment – networking, presentations, impromptu, “unique selling proposition”.

Your Referral Style

2. Receptive

• Style – relaxed, introvert, comfortable with existing relationship, proving value over time.

• Approach – listening, offering, servicing, driven by the customer.

• Customer Relationship – trusted, proven, thoughtful, invited.

• Environment – longer term relationships, within existing base or networks.

Opportunity Points

• Up front, first interview (Proactive)

• During first Interview (Receptive)

• Conclusion of Plan Presentation (Proactive)

• Six weeks post business written (Proactive)

• At points of interest (Proactive)

• At reviews (Receptive)

• External functions / networking (Proactive)

Customer Referral Types

Dog

• Characteristics – loyal, always happy to see you, committed, doesn’t always buy, very friendly, do what you say, allows you to lead their buying decision.

• What To Do – make time for them, tell them what you like about them and how they can help you, thank them, be grateful, keep in contact.

• What Not To Do – expect them to buy or refer every time, focus only on task or business, be dismissive or flippant, lose patience or forget about them.

Cat

• Characteristics – self serving, done under their terms, secretive, aloof, won’t always disclose all information, makes the buying decision without you.

• What To Do – allow them to do it their way, make them feel they are important and a co-contributor, expect little and thank them, demonstrate uniqueness, give information freely.

• What Not To Do – treat them like a Dog, try and train or lead them, rush them with your agenda, think that because they like you they’ll refer, badger them with follow up.

Flea

• Characteristics – fast moving, self interested, all about the deal, have multiple relationships, transactional, makes the buying decision quickly on limited information.

• What To Do – let them drive the pace, support their drivers and “currency”, stay in touch (high level), allow them to have their way (even when it could be wrong).

• What Not To Do – trying to make the relationship something it’s not, expecting a lot of repeat business or referrals, get upset when the business moves, lose touch, demand loyalty.

Yeh, Not BadProactive

• Who would you say amongst your peers is most likely to succeed in business?

• Why would you chose them?

• It seems they are somewhat similar to you.

• It appears that I may be able to assist them just as I have assisted you?

• Would you mind if I made contact with them?

• Could you let them know that I’d like to make contact and have a chat?

Questions?

warrenk@zip.com.au