New age Lead generation

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New age Lead generation - Expand your referral
business in 210 David Phelan
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The Trilogy of Trust
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Benefits of the nem approach

• To the Service Provider
• Relationships can be measured
• Structured Framework
• Referrer Client Focused
• More profitable
• Tension free
• More integrity credibility
• Creates continuous lead generation

Service Provider
Referrer
Referrers Contact
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Benefits of the nem approach

• To the Referrer
• Strengthens client relationship
• Clients need is addressed
• An alliance formed with service provider
• Reputation is enhanced
• Reciprocal seed planted
• More personal
• Shows you care!

Service Provider
Referrer
Referrers Contact
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Benefits of the nem approach

• To the Referrers contact
• Efficient solution to an existing need or problem
  
• Tested, Tried Trusted Introduction
• Saves time/money
• More secure
• More personal
• Tension free
• Creates value

Service Provider
Referrer
Referrers Contact
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Do you have a referral Mindset?Score yourself
out of 8

• Do You?
• Consistently refer your Clients to trusted 3rd
  parties in your network
• Leverage your relationship
• Sow the seed for referrals when a prospect talks
  up the value of Financial Planning in the first
  meeting
• Regularly meet with your network and look for
  opportunities to refer your colleagues to an
  opportunity

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• Develop a framework/process around obtaining
  referrals
• Consider Referral Marketing to be a main stream
  activity
• Recognise that your clients are happy to have a
  conversation about referrals
• Recognise that asking and obtaining referrals
  will benefit your relationship with your client

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EFFECTIVE NETWORKING

• Step one
• Do not blindly network with strangers or
  
• organisations with which you have no
• connection
• Step two
• Develop your own network map

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EFFECTIVE NETWORKING

• Step three
• List everyone you know in each category
  dont just list the ones that you think will be
  able to help. Everyone you know is capable of
  referring you
• Step four
• Grade your Network

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EFFECTIVE NETWORKING

• Group A Individuals that you know both
  professionally and personally (absolutely
  confident of obtaining a coffee meeting)
• Group B Individuals that you know
  professionally or socially not both ( Likely to
  obtain a coffee meeting)
• Group C - Individuals you know but with whom you
  are out of contact (need to reacquaint and then
  obtain a coffee meeting)

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EFFECTIVE NETWORKING

• Structuring network coffee meetings
• Greet rapport, pleasantries
• Position purpose, benefit, permission
• Funnel open general questions and open
• exploring questions about their business or
• profession. Close questions and summary
• Ask for a referral to a prospect, another
• network or an Accountant

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OBTAINING REFERRALS FROM CLIENTS

• Key issues
• Identify with the Trilogy of Trust
• Develop a framework / process
• The power of the value discussion
• Being well prepared if names arent forthcoming
• Scripting
• How to involve your client in approaching their
  friend

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OBTAINING REFERRALS FROM CLIENTS

• The power of the three way meeting
• Referral protocols
• Keeping you client in the loop

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OBTAINING REFERRALS
THE FRAMEWORK
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OBTAINING REFERRALS
THE FRAMEWORK
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OBTAINING REFERRALS FROM CLIENTS

• Effective questions
• Value discussion
• Over the past 6 weeks we have covered a lot of
  ground culminating in putting this plan together.
  I am interested to know what parts of the process
  have you found the most valuable?

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OBTAINING REFERRALS FROM CLIENTS

• Value discussion at the review meeting.
• Now that we have reflected on the year just
  gone and reviewed your portfolio there is one
  other question I would like to ask is that ok?
• We have been in a client/ planner
  relationship now for 4 years. I am interested to
  know what parts of the relationship have you
  found the most valuable?

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UNDERSTANDING ACCOUNTANTS

• Need to meet the expectations of their clients
• Relevance to the SME market
• Trusted relationship
• Generating new revenue streams via additional
  services
• Technology/Government policy
• Succession

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ESTABLISHING THE RELATIONSHIP

• Develop a structure and an outcome
• Ask questions about their business NOT their
  client base
• What are the biggest issues facing your business
  in the next 12 months
• Look for opportunities to add value outside your
  products and services

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DEVELOPING THE RELATIONSHIP

• Follow through on adding value
• Begin to match your services to their needs
• Showcase the Client experience at your office

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FORMALISING THE RELATIONSHIP

• Recording of important information
• Letter of Understanding
• Identifying Prospects
• The process of delivering a Prospect to your
  reception

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MAINTAINING THE RELATIONSHIP

• Information exchange
• Value meetings
• Invitation to Networking events
• Ongoing introductions

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NEXT STEPS

• QUESTIONS
• WORKSHOPS IN 2010
• BRISBANE MELBOURNE SYDNEY
• COMMENCING MID FEBRUARY