1. Boosting Referrals:
How to Collect Referrals
Automatically
Presented by Tyler Garns
Director of Marketing, Infusionsoft
@tylergarns

2. Brett
@tylergarns

3. Housekeeping
A/V Check
You’re all on mute
One question survey when you leave
Ask questions through GoToWebinar - I’ll handle them
at the end
Feel free to tweet if you like our content
This will not be a demo of Infusionsoft - please visit
http://www.infusionsoft.com/demo
This isn’t going to just be an educational webinar, we’re
going to do some work.
@tylergarns

4. Get out a blank piece of
paper & a pen
Draw line down middle vertically
On the left you’ll take notes
On the right you’ll write down insights about your OWN
business
On the back, we’ll do an exercise
@tylergarns

5. Do you have a referral
strategy?
“I don’t advertise. All my business come from word-of-
mouth” is NOT a referral strategy
It means you’re doing a good job making customers
happy, but most likely, you can harness referrals in a
more systematic way
@tylergarns

6. Referral Strategy
(write this down)
A good referral strategy involves FOUR important
components
WOWing customers
Systematically requesting referrals
Systematically giving your customers a way to refer
It’s about REPUTATION, not compensation
@tylergarns

7. WOWing Customers
It doesn’t start after the sale
Every interaction before AND after the sale contribute
to the feeling of WOW
Overdeliver on the promise to make them happy
(EVEN IF THEY DON’T BUY)
@tylergarns

8. Silverton, CO - 4th of July
@tylergarns

9. Ice Cream Shop
@tylergarns

10. @tylergarns

11. We were WOWed &
became happy customers
@tylergarns

12. We were WOWed &
became happy customers
@tylergarns

13. Systematically Requesting
Referrals
Find natural, already existing touch points to request
referrals
Then, make it happen automatically
If you have sales reps/support reps - incentivize them
for collecting referrals
(hint: they do what you pay them to do)
@tylergarns

14. Systematically Give
Customers a Way to Refer
Overcommunicate to your customers how they should
give you referrals
This should be included in just about every
communication where it feels natural
In your email signature, at the bottom of all follow up
emails, on your postcards, on all direct mail, in the
recorded message people hear when they’re waiting
on hold, when you finish a call with a customer, etc.
@tylergarns

15. If you don’t create a system
for generating referrals, it will
never become a sustainable,
dependable source of
revenue in your business.
@tylergarns

16. It’s about reputation, not
compensation
Sure, people like to get a little spiff if they refer, but
they’re much more concerned about what their referral
will think of them after they refer
You want to set them up for an ego-boost after they
refer
The ego-boost creates a desire in them to refer more
People are more altruistic than you might think - give
the referral something as well (it also strokes the
referrers ego - “I can get you a hookup”)
@tylergarns

17. Typical Customer Lifecycle
Generate Interest
Sell, Sell, Sell
Get New Customers
Sigh Of Relief
Go Do It Again
Problem:
3 Holes In Your Funnel
@tylergarns

18. Holes In Your Funnel
Hole #1: Lost Traffic
@tylergarns

19. Holes In Your Funnel
Hole #1: Lost Traffic
Hole #2: Lost Leads
@tylergarns

20. Holes In Your Funnel
Hole #1: Lost Traffic
Hole #2: Lost Leads
Hole #3: Lost
Customers
@tylergarns

21. Holes In Your Funnel
Hole #1: Lost Traffic
Hole #2: Lost Leads
Hole #3: Lost
Customers
@tylergarns

22. When this happens, people
make a HUGE mistake
Most people focus
solely on the top of the
funnel (traffic)
@tylergarns

23. When this happens, people
make a HUGE mistake
Most people focus
solely on the top of the
funnel (traffic)
Meanwhile, stuff is pouring
out of the holes in the
bucket
@tylergarns

24. When this happens, people
make a HUGE mistake
Most people focus
solely on the top of the
funnel (traffic)
Meanwhile, stuff is pouring
out of the holes in the
bucket
@tylergarns

25. When this happens, people
make a HUGE mistake
Most people focus
solely on the top of the
funnel (traffic)
Meanwhile, stuff is pouring
out of the holes in the
bucket
Focusing on referrals is
one of the ways to make
effective change
@tylergarns

26. Referrals are your most cost
effective way of driving
qualified traffic
@tylergarns

27. Framework for Strategy:
The Perfect Customer Lifecycle
@tylergarns

28. Let’s create your strategy
Turn your paper over (make a quick sketch of the
customer lifecycle - funnel, $, arrow)
Where is your biggest opportunity
Do you have more traffic, or more leads, or more
customers, or more partners to work with?
Where is your second biggest opportunity?
Write those both down
@tylergarns

29. Let’s see examples in each
of these areas?
Leverage your traffic for referrals
Leverage your leads for referrals
Leverage your customers for referrals
Leverage your partners for referrals
@tylergarns

30. Leverage your traffic
Make it easy to share
Sharethis.com, Addthis.com, GetSocial,
Embed Facebook comments (there are Wordpress
plugins, widgets, etc) - Facebook is the best referral
machine ever invented
Use Google +1 on your site
Offer great stuff - ask people to share it - make it easy
@tylergarns

31. Leverage your leads
After people opt-in, offer them a bonus, require referrals
Example - Master of the Moment
@tylergarns

32. @tylergarns

33. @tylergarns

34. Another example
Initial offer
Create further
engagement
Request referrals for
more bonus material
@tylergarns

35. Another example
Initial offer
Create further
engagement
Request referrals for
more bonus material
@tylergarns

36. Another example
Initial offer
Create further
engagement
Request referrals for
more bonus material
@tylergarns

37. Leverage your customers
Post-sale bonus
Find the point of climax (referring to the WOW factor)
and ask for referrals then
Ask for referrals in order to get a discount on your next
upsell
Ask for referrals after sending a customer satisfaction
survey (only to people who say they were satisfied)
@tylergarns

38. Example: Heating & A/C
Business
They’ve crafted a
perfect customer
experience that
culminates in a request
for referrals
@tylergarns

39. Heating & Air Conditioning
@tylergarns

40. @tylergarns

41. @tylergarns

42. @tylergarns

43. @tylergarns

44. Leverage Partners
Many people do
partnerships wrong
It shouldn’t be like
playing catch - “I’ll
throw you a lead,
you throw me a
lead”.
@tylergarns

45. Leverage Partners
Find a handful of committed partners that have
complimentary businesses (and their target market is
the same as yours)
Build your referrals offers DEEP into each others
businesses
Make sure the referral engine is part of the standard
operating procedures
Make sure partners are compensated enough to be
motivated to drive business for you
@tylergarns

46. If you do all this right...
....You will build a referral engine that feeds you good
leads every day without you having to do much.
@tylergarns

47. Poll: How much more
revenue?
$1,000
$5,000
$10,000
$25,000 or more
@tylergarns

48. How do you put all these
strategies in place?
One step at a time
Build the system (don’t include yourself in the system
or you won’t be able to implement the next one)
Use web-based automation tools to automate as much
of the work as possible
@tylergarns

49. What is Infusionsoft?
If you combined ACT!, 1ShoppingCart, Aweber,
Salesforce.com, ConstantContact, and Outlook - you
still wouldn’t have Infusionsoft.
Infusionsoft is less expensive than adding all those
thing together, and it has some secret sauce (hint:
automation) that you can’t get anywhere else.
#1 Marketing Automation solution for small business,
used by 6,000+ businesses and many gurus.
@tylergarns

50. The beauty of the all-in-one
system
@tylergarns

51. Who is Infusionsoft for?
Professional Services: Other Services:
Doctors, Lawyers, Landscaping, House
Real Estate, Insurance, Cleaning, A/C
etc. Repair, Pest Control,
Martial Arts, Dance
Online Retailers
Info Marketers &
Widgets, Accessories,
Internet Marketers
Camping Gear, etc.
@tylergarns

52. Let us know if you’d like to
find out more
Click “Yes” on the GoToWebinar Poll
@tylergarns

53. Future webinar topics?
When you exit the webinar, please take a second to let
us know what topics you’d like us to present in the
future.
@tylergarns

54. Questions
Through today only - get a free
consultation on how Infusionsoft can help
you drive more referrals
Call 866.800.0004 ext.1
Or call your Infusionsoft sales rep
@tylergarns