As we help professionals raise their referral proficiency until they operate “BY REFERRAL ONLY”, we encounter people operating at very distinct levels of effectiveness. We call it our “proficiency staircase.” Each step up the staircase provides a dramatically higher level of profitability – our research shows a 300% increase. Each proficiency level is unique and requires a different focus and set of strategies in order to continue moving up. See where you are and what steps you can take to reach the next level of profitability.
NO CLUE: You have no process for asking. You are delighted when referrals fall from the heavens but have no clue on how to replicate the success.
ACTION STEP: Your first step is to re-examine the necessity for and the payoff from referrals in your business. Look at the time and cost to acquire a new client as well as closing ratios and then compare referrals with your other methods. Until you see what you are missing, you will not commit to a course of action to elevate your game.
RANDOM: You wait until “the situation feels right” and remember to ask. Success is therefore random. You are likely holding yourself back because you are concerned that asking “at the wrong time” or “in the wrong way” will damage the goodwill in the relationship. Before you can move forward, you have to take your foot off the brake.
ACTION STEP: Candidly examine the risk of asking. Then compare that to the business risk you take on by NOT asking.
WING IT and HOPE: You promote referrals with such lines as “Don’t keep me a secret” or “Do you know anyone we can help?” You exert no control over the QUALITY of referrals you receive. You get referrals but you can easily get bogged down with low quality prospects and/or with a prolonged commitment cycle to get the referral to meet with you.
ACTION STEP: Clarify who you want as a prospect and communicate that to your clients so they only introduce you to exactly the quality of person you want.
STRATEGIC AND FOCUSED: You have a defined process and provide clear guidance on who you want as a referral. Your consistently get quality names however your challenge may be securing the appointment because the referral “already has someone.”
ACTION STEP: Conduct a detailed qualification of the referral so that you have a compelling reason for the referral to meet with you and for your client to play an active role in introducing you. Make sure your referral source communicates that compelling reason. With this step, your appointment closing rate will soar.
MASTERY: Your referral strategies are tightly woven with your other marketing and service strategies so each reinforces the other and combine to build your marketing power in the most profitable target markets. Your have a clear objective for every client and every meeting. You know precisely to whom you want to be referred. You have a clearly defined strategy on how to initiate the conversation, how you can provide unique value to the referral, and how your client should introduce you in a powerful way.
Each step up generates a 300% increase in production from referrals. If you generated $20,000 last year from referrals, you can add $60,000 this year if you commit yourself to a development process that will raise you up one level. You can add $180,000 by committing yourself to rise up two levels.
How BIG a raise do you want?
If you’re serious about raising your game, here are two resources that will help.
The first is the Referral Mastery Lesson Series. This lesson series is a year-long learning and development process where you construct a powerful referral system on a step-by-step basis. In the next year, you will receive 26 lessons (1 every other week). Each lesson is a building block in constructing a comprehensive system that you will use to move up the profitability staircase. The investment is very small. For details, go to the productivity tools section of this website.
The second is the Referral Mastery Coaching Program. You work 1-on-1 with an experienced coach who will design a referral process that is tailored to you, your personality, and the type of referral you desire. You will learn the most powerful and state-of-the art strategies. Then your coach will guide you to implement a comprehensive system that consistently generates exactly the type of referrals you desire. Your coach helps you sort through team member’s roles and responsibilities, how to structure your database to capture the right information, and how to use network information to get precisely the referrals you want. Your coach supports you in changing behaviors and helps hold you accountable. The typical performance gain for advisors who commit to the Referral Mastery Coaching process is a net gain of $15-40 million in new assets from referrals within 24 months.
And it’s GUARANTEED.
For more information, call Mike at 800-865-2867 or complete the define your objective sheet.