Author: Bill Cates
Overview
This is a great book that is basic and foundational in its message of building your business through referrals. It focuses on the idea of building referral relationships by developing 4 key skills:
- Enhancing your referability by exceeding client expectations, having an attitude of service, and finding value in a “complaining” client.
- Prospecting for referrals by asking for referrals at the right time and the right way. Work with your clients to educate them on what you are looking for. Most of all…ask for an introduction!
- Strategic Networking is the idea of building a personal sales force of people that bring you qualified leads. Always have a strategy for every event you attend.
- Targeting Marketing Niches is focusing on what you do best and who fits best with your services. You then build your target marketing plan for referrals based on your niche.
Top 5 Points
- Referrals close at a MUCH higher rate than traditional cold calling. In a large life insurance study it was 40% to 11%.
- Client service and good communication with them is vital!
- The best clients want to refer business to you. Work with them!
- Referrals create win-win situations for you and the clients.
- Follow-up is the key!
I decided to re-read this book after we started the 10x goals. It has helped me get my mindset into actively looking for referrals. This book contains several strategies that the entire team can use to help in the areas of referrals.
- Accurate and timely billing
- Great execution of services
- Correction of issues/errors quickly
- High value adds
- Using “thank-you” more often
- Returning calls promptly
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