SFiO Global chapter 2017-02-22

Copyright © Business Services Leeds Ltd 2017

HELP MORE PEOPLE AND GROW YOUR SERVICE USING SFPPresented by

Andrew Gibson


TODAY’S OUTCOMES

At the end of this workshop… Consider the application of SF to

your own services Develop a strategy based on

helping more people Get your clients giving you

repeat business, internal and external referrals.


WHEN NETWORKING…

The question is always:

“So what do you do?”


BREAKOUT

Explore with each other



BREAKOUT



Feedback…


FROM “DO” TO “HELP”

We are all good at describing what we do.

Is that what people buy?


DO PEOPLE BUY…

Radiator balancing… Business coaching… Dispute resolution… House rewires…


NO


THEY BUY…

A warm houseSales growthRemoval of stressSafety at home


HOW DOES “WHAT YOU DO” HELP PEOPLE?

We need to know (how we help people…)


BREAKOUT


“So how do you help?”


BREAKOUT


“So how do you help?”

Feedback…


FROM “I DO” TO “I HELP”

Ask the question, “So what do you do?”

Answer with, “I help people…”


FROM HELP TO WHO?

You have worked out the help you provide.

Who needs that help?


EVIDENCE

Who have you already helped?

Use your evidence of success.

How did you make a difference?


STARTING SOMETHING NEW?

Who has somebody else like you already helped?

Use their evidence to start a conversation?


WHEN NETWORKING…

When someone asks you “So what do you do?” Answer with,

“I help people like <…> with <…> ” Practice so you are ready with examples


BREAKOUT



“I help people like… with …”


BREAKOUT



“I help people like… with …”

Feedback…


SO WHAT DO YOU DO?

I help families expecting a new baby to create the space they need

I help (food) manufacturers to grow profitable sales by typically 20%

I help middle-aged people to plan a happy retirement


AND THEN…

Your colleague will ask…

“So how do you do that?”


SO, WE HAVE…

How we help

Who we have helped

Evidence of success

How do we find people to help?


RESEARCH FOR PEOPLE WITH SIMILAR NEEDS

Who has similar needs? Find their details; Ask for an introduction or referral.


TELL THE STORY

When you are networking… Ask for the referrals where you have

measurable evidence Be ready to tell the story The story “resonates with others” and

“compels them” to find you the referralQuote – Dr Ivan Misner,

Founder of BNI


EXAMPLE

“I am a plumber and I want to talk to Head Teachers in Leeds”


INTERESTED?

I want to talk to Head Teachers in Leeds as I can help improve concentration in class?


AND THEN…

Your colleague will ask…

“So how do you do that?”


REASON?

My services will improve Educational Attainment

How?

By ensuring an efficient heating system, kids will concentrate better in class.


WHO ELSE?

Who else benefits from this?GovernorsTeachersParents

Much easier to find these They can introduce you to the Headteacher


UNLOCKING REFERRALS

Now you know how you help… Two approaches

1. Evidence of Success2. Evidence of Need


LOOK FOR THE NEED

We all look for signs for ourselves so…

Educate your network to look for these observable signs – and think of you.


YOU SHOULD HAVE…

1. What you look for yourself (an observable need) to identify a client;

2. A measurable outcome you have delivered elsewhere;

3. The supporting story.


BREAKOUT


The needs you have metMeasurable OutcomesSupporting storyWho else might have similar needs?


BREAKOUT


The needs you have metMeasurable OutcomesSupporting storyWho else might have similar needs?

Feedback…


REVIEWWe have worked out how you

helpWe have evidence of

success/needWe know specifically who we

want to talk to We can educate our network to

find them for us by talking about help


LET’S TAKE A BREAK…10 minutes…


REPEAT WORK AND REFERRALS FROM REFERRAL PARTNERS AND CLIENTS


TWO APPROACHES

Develop Regular Referral Partners

Generate Repeat Work and Referrals from clients


FINDING REFERRAL PARTNERS

Can you take the help approach and go up a level in the chain?

How do you help those who help your direct prospect clients?


MULTIPLE REFERRALS

Think of your best recent customer

Who else helps them?Do they help others like

them?


EXAMPLE

Accountants work with lots of businesses

We want to talk to Accountants so they can introduce us

Ask yourself the following:


REMEMBER – THE NEEDS

What are the needs of the Accountant? How do you help them? If you help them, they could be Referral Partners


REPEAT THE HELP PROCESS

Three simple things to look for:Save timeSave moneyMake money


REVIEW

Potential referral partners help prospective clients.

Work out how you help the referral partner.

Ask for referrals based on how you help them.


RESPONDING TO ENQUIRIESHave you ever received one of the following:1. “How much for…?”2. “Could you please provide…?”3. “Can you deliver…?”

…followed by a quantity of what you do?


I HAVE SOME NEWS FOR YOU:

The Customer is NOT always right


CLIENT OFTEN PROPOSES THE SOLUTION

Can I have a price for xyz?

How do you know xyz is what they want?

The price should be the last thing you discuss!


FROM NEEDS TO OUTCOMES

We need to establish how the customer wants things to be after our intervention.


SOME EXAMPLES

Does the builder build the extension without finding out what it is for?

Does the carpet layer supply the flooring without establishing what room it is going into?

Do we deliver training without finding out the differences the client is looking for afterwards?


DEVELOPING THE ENQUIRY

Here are some questions you can ask…which you will recognize from SF!


QUESTIONS…

If we were to deliver <intervention>, what would you notice was different at the end of it?

What else?


QUESTIONS

What will you/your team/etc notice is different at the end of the project?

What else?

And so on for all stakeholders


WHAT ARE WE DOING?

Developing a specificationGoals and OutcomesObservable Differences at the endHow we will deliver theseHow we will measure and evaluate


SPECIFICATION DEVELOPMENT

If you know the client’s real needs, you can then DeliverReferDecline


PROCESS

Three stage buying process1. Does this meet my needs2. Do they deliver with

Credibility3. Can I afford it?

The actual price is not important.


NEEDS/CREDIBILITY

While you explore their needs and the options, you are developing your credibility.


SPECIFICATION

Submit the specification Don’t include prices – yet


IF PRICE IS ALL IMPORTANT?

Don’t worry – and don’t send them a price without a specification!


AND IF THEY INSIST?

No problem – tell me your budget and I will tell you if I can work within that…


FOLLOWING UP

When you follow up it is to review the specification.

Client will take your call – no pressure to commit to buy.


SPECIFICATION AGREED? Once you have submitted and refined your project

specification, ask if it is what they are looking for. If the answer is “yes” then you can move onto price


PROPOSE THE PRICE

Your prices should deliver the project specification

If they can’t afford it, reduce the spec and reduce the outcomes that will be delivered


DELIVERY

When you deliver, set up the measures that relate to the Goals and Outcomes

These should be in your specification


DELIVERED

At the end, you will have delivered the difference that the client wanted, for the budget they could afford.

The customer will be happy Repeat work and Referrals will

follow…


AND AS A BONUS

You will have more great stories to support referrals to similar customers.


TOP 10 TIPS1. Describe specifically “how you help”2. Work out specifically “who you help”3. Gather evidence and stories4. Do your own research for similar clients5. Think how you help those who help your clients6. Share the stories with your network7. When you are working on a live project, explore actual needs at the

start8. Always work out specification and build credibility before price9. Measure and deliver specification – more referrals, and more stories10.Celebrate!


THANK YOU

Leadership & Management

SFiO Global chapter 2017-02-22