Presented at Direct Marketing Association meeting, November 2010

1. ON TARGET
How to Build Your Business
Through Client and Professional Referrals
Presentation by Marc Stein

2. ONTARGET
Lower your business development costs
Take Away
Ensure that prospects, clients and peers think of you
Instantly communicate your value in compelling terms
Keep referrals rolling in
Be a rainmaker without overt selling or marketing
From This Presentation

3. ONTARGET
People Could Not Care Less About You and Your Service
People think of themselves…
 63% of the time
 73% of the time
 83% of the time
 93% of the time
Source: Gateways Institute

4. ONTARGET
IT’S NOT ABOUT YOU!
Reality Check Number One

5. ONTARGET
Ensure that Prospects,
Clients and Peers Think
of You… First!
How to instantly communicate your
value in compelling terms?

6. ONTARGET
IT’S NOT ABOUT YOU!!
Reality Check Number Two

7. ONTARGET
Why Referrals Should Get Most of Your Attention?
Referred prospects are…
 3 times more likely
 5 times more likely
 7 times more likely
 10 times more likely
…to engage you than cold contacts.
Source: American Marketing Association

8. ONTARGET
Why Referrals Should Get Most of Your Attention?
Prospects referred by a Trusted Advisor are…
 25 times more likely
 50 times more likely
 75 times more likely
 100 times more likely
…to engage you than cold contacts.
Source: American Marketing Association

9. ONTARGET
How to Get Your Clients
to Give You Referrals?
Client referrals flow freely when
you “earn the right.”

10. ONTARGET
How to Get Trusted
Advisors to Give You
Referrals?
Professions spell referrals t-r-u-s-t.
The client comes first.
Always attempt to make the
referrer look like a hero.

11. ONTARGET
IT’S NOT ABOUT YOU!!!
Reality Check Number Three

12. ONTARGET
How Much Should You Spend on Referral Marketing?
Successful referral marketing can save…
 25% of direct marketing expense
 50% of direct marketing expense
 75% of direct marketing expense
 100% of direct marketing expense

13. ONTARGET
Be the Best
Commit to and provide
exceptional service.
Be Unreasonably Generous
Look for opportunities to
give referrals, share
resources and help others
achieve their goals.
Get more by giving more
away.
Create a Buzz
Word of mouth is the most
credible of business
development
communications.
On average, we take action
20-50% of the time.
90% of the world is
influenced by the other 10%
How to be a Rainmaker without Selling of Marketing?

14. ON TARGET
Questions and Answers
Marc Stein | www.linkedin.com/in/marcstein