Make Contact - Financial Executives International

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Make Contact - Financial Executives International

A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

Building a

Referral Machine

Financial Executives International

Gene Rosendale

grosendale@theasadvantage.com

866-810-1920

www.theasadvantage.com

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


1. Broadening your Network of Contacts &

A S A

Resources

Why Network?

2. Creating Ambassadors sending Positive

Messages about You in your marketplace

3. Having others Recognize & Refer

Opportunities for you as they arise

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Networking Activities

• Networking activities taking a lot of time and energy?

• Networking taking a long time to produce real results?

• Networking better suited for more “social” personality types?

• Feel you’re asking for favors?

• Feel you have little offer others?

• Feel like you’re “Selling”?

• Feel like you’re giving more than getting?

• Have you heard this before?

• “I gave Your Name to several people…Nobody’s called you?”

• “You called her and she Hasn’t Returned Your Call yet?”

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

First Challenge

Why Don’t People Make More Referrals?

• They Don’t know you Want or Need Help

• They Don’t want to Take the Risk

• They just Aren’t Thinking about You

• They Don’t know How to Help You

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Second Challenge

“Salesperson” “Trusted Advisor”

• Pushy/Aggressive

• Persistent

• Smooth Talker

• Biased

• Self-Interested

• Commission

• Low Integrity

• Insincere

• Inconsiderate

ALLIANCE FOR

STRATEGIC ADVANTAGE

• Objective

• Knowledgeable/Expert

• Resource

• Good Listener

• Genuine

• High Integrity

• Sincere

• Considerate

• Uncommon

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Two Challenges

1. Remove the psychological roadblocks that cause

people to resist making referrals, and have them

want to refer you

“Building a Referral Machine” 2/5 - 2/19 - 3/4

2. Behave in a way that projects “Trusted Advisor”

and not “Vendor/Sales” behavior

“Vendor Trusted Advisor in a Single Meeting”

2/18 - 2/23 - 3/18

http://www.eventbrite.com/org/215645022?s=1272016

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Networking & Referrals

The Objective

ALLIANCE FOR

STRATEGIC ADVANTAGE

What’s Realistic?

For every 10 new people you meet, how

many introductions can you expect from

them within the next 30 days?

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

Referrals

Why Don’t People Make More Referrals?

• They Don’t know you Want or Need Help

Get them to Want to Help you

• They Don’t want to Take the Risk

Get them to see you as a “No Risk” Referral

• They just Aren’t Thinking about You

Get them to always be Thinking of You

• They Don’t know How to Help You

Get them to make the “Right” Connections

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


Building your Referral Machine

Five Stages to Referral Success

• Stage 5: Receive sustained flow of “Positive Reflection”

Introductions – Becoming a Network “Hub”

• Stage 4: Receiving Sustained flow “Multi-Generation”,

“No Risk” Introductions & Target List Introductions

• Stage 3: Receiving “First Generation” Introductions

• Stage 2: Re-energizing your Current Network --- Getting

them to “Want” to Refer to You

• Stage 1: Re-Thinking your Business and Messages thru

the eyes of a “Connector”

A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


Stage 1: Re-Thinking as a “Connector”

Making Networking Effective

Others have to know:

• Who is your Prospect Profile,

• When a Profile becomes a Prospect,

• Who is a Good Connection for you

You Must be Clear & Crisp about your Targets

A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Building a Referral Machine

Starting the Machine

Give to

Receive,

But

Never Give

to Receive

Make Contact

• Demonstrate a Specific Set of Non-Vendor Behaviors

• Remove Barriers to Accepting a Meeting

Identify Introductions

to Make

• Unusual behavior

• Surprising Impact

• Reveal Connectors, Resources,

Prospects

ALLIANCE FOR

STRATEGIC ADVANTAGE

Make

Introductions

• Power of Reciprocity

Coach Your

Connections

• Specify specific set of

Non-Vendor Behaviors

• Eliminate Risk

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Building a Referral Machine

Starting the Machine

Receive

Introductions

• Qualify for level of

Investment

• Set up compelling contact

Help Others

Help You

• Ensure you Receive only

Valuable, Productive

Introductions

Make Contact

• Demonstrate a Specific Set of Non-Vendor Behaviors

• Remove Barriers to Accepting a Meeting

ALLIANCE FOR

STRATEGIC ADVANTAGE

Make

Introductions

• Power of Reciprocity

Identify Introductions

to Make

• Unusual behavior

• Surprising Impact

• Reveal Connectors, Resources,

Prospects

Coach Your

Connections

• Specify specific set of

Non-Vendor Behaviors

• Eliminate Risk

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

Building a Referral Machine

Starting the Machine

Receive

Introductions

• Qualify for level of

Investment

• Set up compelling contact

Help Others

Help You

• Ensure you Receive only

Valuable, Productive

Introductions

Make Contact

• Demonstrate a Specific Set of Non-Vendor Behaviors

• Remove Barriers to Accepting a Meeting

ALLIANCE FOR

STRATEGIC ADVANTAGE

Make

Introductions

• Power of Reciprocity

Identify Introductions

to Make

• Unusual behavior

• Surprising Impact

• Reveal Connectors, Resources,

Prospects

Coach Your

Connections

• Specify specific set of

Non-Vendor Behaviors

• Eliminate Risk

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


Building a Referral Machine

Why It Works

• Want to Help You

• Feel referring you is No

Risk

• Feel it’s Positive

Reflection on them

• To keep Thinking about

You

• Understand How to Best

Help You

A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

• Appreciative and Indebted

• You’re a Mentor & Model

• You Never Offend

• You’re always Helping &

Connecting

• It’s not an Event, but a

Relationship & Process

• They understand How to

Help You

• You are “Someone people

just have know.”


A S A

Referrals to Prospects

Closing / Commitment

Position / Profile Presence / Prospect

ALLIANCE FOR

STRATEGIC ADVANTAGE

• Stage 5: Receive “Positive Reflection”

Introductions Becoming a Network “Hub”

• Stage 4: Receive Sustained “No Risk”,

“Multi-Generation” and Target List Introductions

• Stage 3: Receiving a flow of “Reciprocity”

Introductions 1st Generation Introductions

• Stage 2: Re-Energizing your Network with

the Power of Reciprocity

• Stage 1: Re-Thinking your Business and

Messages thru the eyes of a “Connector”

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


Receive

Introductions

Help Others

Help You

A S A

Make

Contact

Make Introductions

Stimulate Reciprocity

Referrals to Prospects

Identify

Connections

Coach Your

Connections

ALLIANCE FOR

STRATEGIC ADVANTAGE

Approach is the same: “How can my Network of

connections, Clients, & resources be of use to you?”

Intro to More

• Connectors

• Resources

Introductory Calls

Connectors Resources Prospects

30-Second Commercial

Identify themselves as

Prospects

Proceed with a

Prospect Call

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved


A S A

ALLIANCE FOR

STRATEGIC ADVANTAGE

Building a

Referral Machine

For a listing of all public ASA events:

http://www.eventbrite.com/org/215645022?s=1272016

Gene Rosendale

grosendale@theasadvantage.com

866-810-1920

www.theasadvantage.com

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved

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