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Building Advocates
Ron KranzThought ProvokerApril 2012
How to develop referral advocates
COPYRIGHT 2012 Beyond the Benchmark. All rights reserved.
What’s better than a loyal client?
Give
Referral
s
Willing to Give;
But Don’t
No
Referrals
20% 60% 20% Value Demonstrated No Value
Trust Lack Trust Time No Time No Interest
Appreciated Liked Not Liked Ideal Fit Good Fit No Fit
Proactive Reactive Inactive Committed Indifferent
Understands Offering
Uneducated To Offering
ADVOCATE REFERRAL OPPORTUNITY
Advocates are… “…personal walking ambassadors”
Clients
Other Trusted Professionals
(Non-Clients)
Paradigm Shift: Think DifferentlyCLIENTS REFERRAL
PARTNERS TRIADS QUADS GROUPS
Referral Sources
Seek AdvocatesClients Will Follow
Ideal “Bull’s Eye” Client – Aim for your…
And share your profile with your advocates.
Ideal “Bull’s Eye” Client – Two Components
IdealClient
Demographic
Psychographic
COLLABORATIVE REFERRAL RELATIONSHIPS
Firs
t
PartnerSe
cond Partner Third Partner
Four
th Partner Fift
h
Partner
Be referral-centric.
Build a Network of Advocates:
GOAL: 20 to 30 partners
Qualities of a Good Referral Partner
Go-Giver
Relational Capital
Accountability
Going A Mile Deep – Be Strategic and Leverage Time
CLIENTS REFERRAL PARTNERS
TRIADS QUADS GROUPS
Referral Sources
CLIENTS REFERRAL PARTNERS
TRIADS QUADS GROUPS
Referral-Centric Marketing
Identify and Profile Bull’s-Eye Client
Pursue and Commit to Referral Relationships
Be Strategic and Leverage Time
THANKS FOR LISTENING