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DuctTapeMarketing.com
June 02, 2004
In this issue:
Featured Resource - The InfoGuru
Marketing Manuel - Robert Middleton
Featured Tip - Your Actions Tell Your
Clients How You Expect To Be Treated
Featured Reading - The Tipping Point -
Malcolm Gladwell
Featured Listening - Renee Olstead
- Renee Olstead
Need Referral?
Sometime this month I am releasing an ebook
and CD audio program titled: Referral Flood
- How to generate a flood of new business without spending one dime on
advertising.
From the early feedback I have received this is a very
hot small business marketing topic. I have created an entire turn-key
referral marketing system and documented well over 100 real life
referral marketing success stories. The book also includes
example referral marketing letters, postcards, coupons, gift
certificates and forms to allow you to create and customize the system
to your business.
Prior to releasing this book to the public I am going to offer my loyal
readers an advanced copy with special pricing. I will also have a
referral program for those interested in referring this book to others
for a little piece of the sales pie.
Stay tuned!
Thanks
for subscribing - John
Featured Resource
The
InfoGuru Marketing Manual - Robert Middleton
This comprehensive marketing manual contains everything you need to
attract more clients to your professional service business. Manual
includes complete 23 chapter text with hands-on action plans, audio
tutorials, articles, marketing discussion group, and many additional
bonuses.
Featured Tip
Your Actions Tell
Your Clients How You Expect To Be Treated
If you don't expect and demand referrals from your
clients you may be telling them that you don't think you deserve them.
By John Jantsch
There is a widely accepted principle of
human behavior that goes something like this. "Your actions tell the
world how you expect to be treated." Look all around you and you will
find that the truth of this statement is as evident as the clothes you
wear.
So, if you don't expect to be successful, you're telling the world you
probably don't think you have what it takes to succeed, if you don't
expect to get the order, you probably won't, if you don't expect to get
referrals from your clients, you probably don't believe in your heart
that you deserve them.
Recently, I did a survey of the readers of this newsletter (thanks to
those who participated) asking what the number one thing was that you
wanted to know about generating referrals. Somewhat to my surprise, an
overwhelming amount of people suggested that the number one thing that
held them back was fear of asking for referrals.
Now what is that saying to your clients?
One the absolutely most effective way to generate a flood of new
business by way of referral is to simply make receiving high quality
referrals a condition of doing business with your firm. Build referral
lead generation right into your service.
Here is how you can do it. The next client you land must be presented
with the fact that part of their responsibility in the relationship is
to provide you with 3 referrals in the next 90 days. (Now don't worry,
you're going to tell them exactly how to do that.)
Try this statement on for size: Mr.
Client, we intend to make you so outrageously happy with our service and
the results we provide that we know that at the end of 90 days you will
want to refer 3 more people just like you.
I dare you to try this out.
Guess what your clients will say?
"Well, sure, okay"
Of course they will agree, what else are
they going to say.
But here's the real beauty of this
statement and strategy. Look at what your actions are saying. We know
you are going to be thrilled. We know we deserve referrals. We sure as
heck plan on delivering the goods.
So now how is the world going to treat
you?
Here are some pointers on how you can
implement this strategy.
● You can make it part of your "getting to
know you" meeting
● You can have a set 90 day check-up
referral meeting
● You can look for "moments of truth" or
anytime you or someone on your staff
gets a compliment from a client.
● You can make a game out of it - Say the
magic word and set off the referral
flood.
Some rules to make it real
● Be prepared to educate your referral
source about your business
● Tell them exactly the type of client you
are looking for
● Make sure they understand you want people
who want the same level of
service they receive
● If you have specific target clients in
mind, show them the list
● Make it easy - give them stamped referral
postcards and sample referral letters
~ ~ ~ ~ ~ ~ ~ ~
John Jantsch is a marketing consultant based in Kansas City, Mo. He
writes frequently on real world small business marketing tactics and is
the creator of “Duct Tape Marketing” a turn-key small business marketing
system. Check out his blog at
http://www.DuctTapeMarketing.com/weblog.php
- gets these kinds of killer tips weekly by sending an email to
subscribe@ducttapemarketing.com
Featured
Reading
The Tipping Point - How little things make a difference - Malcolm
Gladwell
This book has been around
for a while so I suspect most of you have at least heard of it. The best
way to describe it is to say that that author studies many different
aspects of life throughout history to try and discover why one thing
makes it while another does not. Why something becomes hot, why unknown
authors suddenly skyrocket to the top of the list. It is a fascinating
study for every marketer.
Featured Listening and Such
Renee Olstead - Okay, this kid is only in high school and I'm
jumping on the band wagon a bit here but man, what a voice. She tackles
some classic American songs with a blues and jazz sense that many old
timers would respect. |
