Strategic Referral Marketing

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Strategic Referral Marketing

• How to get the
• most out of your networking group!

Michelle R. Donovan Pinnacle Training Services
MPI Pittsburgh Chapter
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Overview

• What is referral marketing?
• Who should you be networking with?
• Where should you be networking?

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Referral Marketing

• Leveraging your networks
• Referral marketing is what you do to get in front
  of your prospect
• Selling is what you do to close the deal

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Good Networkers

• Know a lot of people
• Are seen at many networking functions
• Collect a lot of business cards
• Dont get any return on their networking
  investment

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Effective Networkers

• Know select people very well
• Go to specific networking functions with a goal
• Know how to leverage their networks for a
  continual stream of referrals
• Get the most out of their networking groups

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Who should you network with?

• People who know you, like you, and trust you
• People who genuinely want to help you grow your
  business
• People who are in front of the same people you
  want to meet

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Target Market Profile

• Business to Consumer
• gender, age, location, income, marital status
• Business to Business
• of employees, type of ownership, location,
  revenue, structure

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Pinnacle Training Services

• Women Owned Businesses
• 4 years in business
• Pittsburgh and surrounding counties
• Dependent on word of mouth referrals
• Small marketing or advertising budget
• Business owner or sales director

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Recruit Your Contact Sphere

• Contact Sphere
• People who are in front of your same target
  market but for a different reason.

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Contact Sphere Like Industries

• Personal Fitness Trainer
• Chiropractor
• Health Food Sales
• Fitness Equipment Sales
• Life Coach
• Massage Therapist

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Contact Sphere Same Target Market

• Personal Fitness Trainer
• TM Male CEOs, Pittsburgh, Fortune 500 or more,
  travels for services, expendable cash
• Financial Advisors
• Travel Agents
• Custom Suit Designers
• Corporate Gift Company
• Leadership Coach

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Contact Sphere Referral Sources
YOU
Target Market
Referral Sources (Contact Sphere)
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Reciprocal Relationship

Referral Sources
Target Market
YOU
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What most people do


YOU
Target Market
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Where should you be networking?

• Five Steps in Selecting Your Networking Groups
• Determine the type of group
• Evaluate based on your networking goals
• Visit the group
• Talk to the members
• Visit again to confirm

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Types of Networking Groups

• Casual Contact (Chamber)
• Strong Contact (BNI)
• Professional Associations (MPI)
• Community Service (Rotary)
• Social/Business Clubs (Jaycees)
• Womens Business Groups (WBN)

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Are your goals aligned with your networking
groups mission?

• What are your networking goals?
• Does your networking group provide you with a
  means to meet your goal?

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What would your business look like . . .

• If you knew how to leverage your networking group
  for a continual stream of referrals?
• If you stopped wasting your time at unproductive
  networking functions?
• If you were networking with the RIGHT people?

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Certified Networker

• A business generating system for word of mouth
  referrals
• Next course
• Fridays, Feb. 10 Mar. 17, 2006
• 800am-1200pm
• Regional Learning Alliance in Cranberry

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Final Thought

• If you keep doing what youve always done,
• youll keep getting what youve always gotten.

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Football fan or not

• GO
• STEELERS!