Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients - Softcover

Cates, Bill

Softcover

ISBN 10: 0071791663 ISBN 13: 9780071791663

Verlag: McGraw-Hill Education, 2013

Inhaltsangabe

More Introductions! More Appointments! More Clients! You face four hurdles to gaining new clients: finding enough of the right prospects, getting their attention, making the sale, and multiplying your clients through referrals. While referrals are important, they're not the endgame. Beyond Referrals helps you turn referrals into introductions, appointments, and sales--showing you how to turn referrals into introductions to the prospects who are eager to hear from you. Then, you'll learn proven ways to convert a high percentage of prospects into high-value clients. "Bill's referral system is being used throughout our company because the results are undeniable. He has truly revolutionized the way our advisors are acquiring new clients through referrals. This book will turbocharge your client acquisition!" -- JOE JORDAN, Senior Vice President, MetLife "Beyond Referrals is a gold mine of value-based, profit-creating information. Utilizing Bill's Perpetual Revenue System, we learn that obtaining the referral is only the first step in an ongoing and very profitable cycle." -- BOB BURG, coauthor of The Go-Giver and author of Endless Referrals "Beyond Referrals explains how to avoid leaving money on the table from what I call the 'second sale.' You can read this book and double your business, or you can merely work twice as hard. That's not much of a choice." -- ALAN WEISS, PhD, author of Million Dollar Consulting and Million Dollar Referrals This is the ultimate blueprint for converting referrals into clients." -- Ivan Misner, PhD, New York Times bestselling author and founder of BNI

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Beyond Referrals

How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients

By BILL CATES

The McGraw-Hill Companies, Inc.

Copyright © 2013 Bill Cates
All rights reserved.

ISBN: 978-0-07-179166-3

Contents

FOREWORD
PREFACE
ACKNOWLEDGMENTS
INTRODUCTION
SECTION I Get More Referrals: Leverage Your Successful Relationships
1 Your Referral Mindset
2 Enhance Your Referability
3 Promote Referrals
4 Ask for Referrals
5 Create "Word of Internet"
SECTION II Get More Introductions: Create Connections to Your New 
Prospects
6 Introduction Basics
7 Securing Effective Introductions
8 Event Marketing
SECTION III Get More Appointments: Reach Your New Prospects and Begin the 
Conversation
9 Crafting Your Approach
10 Contacting Referral Prospects
11 Staying in Touch with Prospects
SECTION IV Get More Clients: Confirm the New Relationship with High-Value 
Clients
12 Building Trust
13 Asking the Right Questions
14 Creating an Effective Sales Process
15 Talking About Your Value
16 Dealing Effectively with Objections
17 Asking for the Business
APPENDIX 1 What's Your Referral Confidence Quotient?
APPENDIX 2 Professionals Never Stop Practicing
APPENDIX 3 Get Your Assistant or Staff Involved
INDEX

Excerpt

CHAPTER 1

YOUR REFERRAL MINDSET

STRENGTHEN YOUR REFERRAL MINDSET

Your beliefs and awareness with regard to referrals is what will ultimatelydetermine your success with generating referrals. If you believe something ispossible, then you'll see the opportunities. Once you see the opportunities, youcan apply the right strategy or tactic to produce results. On the other hand, ifyou do not believe something is possible, then your awareness will be shut down,along with the possibilities of taking action and producing results. Ultimately,your belief system is your foundation for all success in life—business andpersonal.

Applying the above concept to referrals, I call this having a referral mindset.This chapter will help you examine your own referral mindset—where it'sstrong and where you might need to work.

ELEMENTS OF YOUR REFERRAL MINDSET

There are many qualities that go into a powerful referral mindset. Here are thetop five:

1. Are you committed to referrals? Have you made the decision to build abusiness based on how your new clients would prefer to meet you? I don't carewhat industry you work in; it won't affect the way your next great client wouldprefer to meet you—and that is through an introduction from someone theprospect already trusts. Are you dabbling in referrals, knowing what to do withone when you trip over it? Or have you made a commitment to referrals? How doyou know? Look at your actions, not your intentions. The way of the world ismeeting people through other people, and the referral is the warm way we getinto their lives.

2. Do you believe asking for referrals is safe? I've been teaching my referralsystem since 1996, and one thing is very clear to me. Most people are afraid toask for referrals. They don't see asking for referrals as a safe thing to do. Ifyou believe that asking for referrals is risky, guess what? You won't even seethe opportunities that are right in front of you. This is a limiting belief thatshuts down your awareness, actions, and results. Never fear, Chapter 4 will showyou that there are ways to ask for referrals that aren't pushy and don't comeacross as begging. You'll see that being proactive for referrals is a very safething to do. Then this limiting belief will be transformed into an expansivebelief.

3. Are you giving referrals? Finish this sentence for me: "As you giveyou__________." Receive! It works in all aspects of our lives, including thereferral process. One of the fastest ways to start getting referrals is to startgiving referrals—to your prospects, your clients, your colleagues, yourfriends, and your family. Just start playing the giving game, and you will seehow it comes back to you. If you are reluctant to give referrals, how can youexpect to create a culture of referrals within your business where clients aregiving referrals to you?

4. Do you have a process to generate referrals? Most people see referrals as abonus for doing a good job with their clients. They don't have any processes inplace to make sure they are leveraging their hard work. Generating referrals isnot just about serving your clients well, though that's important. To get morereferrals that turn into clients, you have to be more referable, and you have tobe more proactive. You can wish and hope for referrals. Not a good plan. Or youcan adopt a few processes that start generating referrals right away. That'swhat this book is all about.

5. Do you expect referrals? Would you agree that going into any particularsituation expecting a certain result increases the chances to achieve thatresult? Of course it does. It doesn't guarantee it, but it increases thechances. Enter every new relationship with confident awareness. You areconfident in the work you do and how you help your prospects and clients. Andyou are aware of all the connections in their lives. You look for thoseconnections with genuine curiosity, because at some point you may be a greatresource for them. I do not recommend you tell your prospects and clients thatyou "expect referrals" from them. That can actually hurt your chances forreferrals. Just enter every new relationship with an expectation of confidentawareness. With your confident awareness, you'll see the connections in yourprospects' and clients' lives. This book will give you the tools to step intothose connections.

PREFERRED STATUS

Michael Vickers, in his book Becoming Preferred: How to Outsell Your Competition(Summit Press; see http://www.MichaelVickers.com), says, "All of us as serviceor product providers seek to achieve Preferred Status with our customers andclients." There are three levels of preferred status.

Loyalty

Vickers makes the case that loyal or satisfied customers are simply not enough.He says that, for instance, if customers are loyal to you on your price, theycan be lured away by a lower price elsewhere. While we all want satisfied andloyal customers, there are higher levels to achieve.

Advocacy

On this level, your customers have become advocates for you. They are talkingabout you to others. Word of mouth is a form of referral. Vickers says, "Assales and service organizations we should be continually striving to move ourcustomers from loyalty to advocacy."

Insistence

Insistence is advocacy on steroids. Not only are your clients talking about youto others, but they have become evangelical about you. Vickers says, "Companiesthat enjoy this level of status with their...

Details zur Ausgabe

• Verlag: McGraw-Hill Education
• Erscheinungsdatum: 2013
• Sprache: Englisch
• ISBN 10: 0071791663
• ISBN 13: 9780071791663
• Einband: Taschenbuch
• Anzahl der Seiten: 256
• Kontakt zum Hersteller: Nicht verfügbar
• Verantwortliche Person: gpsr@libri.de; gpsr@libri.de; ; Friedensallee 273; Hamburg; 22763; Deutschland