Simple & powerful systems and tools to build reputation & referrals
AgendaBackgroundBe referrableMake it easy for themKeep improving
The World is bogged down in data
Your message is lost!
Customers have global choiceAre more price driven
And MUCH less loyal!
Traditional Marketing isnt working
And social media soaks up the hours
Costs & competition are rising
Customers toy with your reputation at the touch of a button
And so can your staffBeware of snake oil!Quick fixes doesnt work!
Be referrableFeedback first Systems to make it easy1. Be Referrable
Old World SellingAnd then what happens?New World SellingThe Customer Empowered Sales ProcessRecommendations & Public ReputationCompetitive AdvantageLoyalty and Continual ImprovementIncreased Conversion rate and reduced marketing cost17How to make things happen?Luck or systems?
The big questionsIf customer experience is so VITAL, why is it so often not systemised?
Why do organisations then wonder why they cant get things done?
Engagement is PRIMARYSelling is a SECONDARYIn a Nutshell
People SystemsThe System
The System Applied specifically to referrals2, Feedback FirstTools
Where do the inches come from?
Net Promoter System
> NPS is copyright to Fred Reicheld & SatmetrixWhat then?3. Make it easy to refer you
You cant loseHorses for CoursesCustomer Relationship
TransactionalEngagementRelationship3. Systems to make it easyFrom Right PeopleTo Right PeopleRight TimeRight WayFrom Right PeoplePeople who love you and give you permissionInch by InchTo the right peopleWho are they?What roles?What do they want to achieve?Right ReasonsYour Customer Focused MissionWhy would they WANT to refer you?Wiifm?How can you spread a reputation of being someone worth referring?Right WayFeedback FirstThose who think youre greatInch by inch: make it easyMake it funExplain why youre askingAsk permission (no is OK)Follow upThank them(and again 3 months later)Remember to investIts at least 6X as effective as trad marketing
Eg: plusnet give 75p / month for every successful referral: average successful referral rate is 2.5 per customer: a number of customers pay no fees some months42Remember to say
Keep repeatingAlso ask
SuppliersYour own peoplePeople you helpedComplementary organisations4. Keep Improving
4. Keep Improving4. Keep Improving
The Customer Empowered Sales ProcessRecommendations & Public ReputationCompetitive AdvantageLoyalty and Continual ImprovementIncreased Conversion rate and reduced marketing costThe Key50