Denise Praul, Referral Strategist for Whiteboard Learning joins us to talk about building your network of Strategic Referral Partners.
Learn more about Denise, and join her Facebook Group, Roadmap to Unlimited Referrals
Here is the transcript:
Ryan:
I’d like to introduce our speaker today.
Ryan:
Denise Praul, who’s a referral strategist with Whiteboard Learning and the admin of a very active group on Facebook: Road Map to Unlimited Referrals.
Ryan:
And so Denise is going to share with us today.
Ryan:
How we can leverage our connections to build.
Ryan:
A network of strategic referral partners.
Ryan:
So Denise you have the floor.
Denise:
Wonderful thank you so much.
Denise:
Thank you for inviting me to be here today Ryan.
Denise:
And thank you all for being here.
:
Denise:
I wanted to talk about today is I wanted to talk about a couple of different ways that you can leverage the relationships that you already have and also ways that you can begin to leverage relationships with your new people that you might meet.
Denise:
So the first thing that I teach anybody that works with me is how to do a mini training.
Denise:
And the mini training is when somebody asks you what do you do or how can I help you and what we have a tendency to do is somebody says how can I help you and we’re like.
Denise:
Well, I really don’t know right now and so we leave money on the table.
Denise:
Or if somebody says, what do we do?
Denise:
The first thing that we launch into is all the features that we have.
Denise:
So we’ll do this for you.
Denise:
We’ll do this for you.
Denise:
We’ll do this for you, which is fantastic, but that does not help that other person.
Denise:
Go get referrals for you.
Denise:
So if we were perfectly honest, a lot of our networking, a lot of our coffee meetings, a lot of our lunches that we have.
Denise:
One of the main purposes of all of that is usually to train
Denise:
People on how to get us referrals.
Denise:
We want them to know what we do because we want them to go out, spread the word and bring business back to us.
Denise:
Right?
Denise:
Why do we have coffee meetings?
Denise:
Why do we have lunch meetings?
Denise:
Why do we bother to network?
Denise:
So if we don’t do a good job of giving them what they need to go out there and to help us, then they’re going to really enjoy the time with you.
Denise:
They’re going to really love what?
Denise:
You do, but you didn’t.
Denise:
Give them anything that they needed to.
Denise:
Actually, go out and find a referral for you.
Denise:
But one of the things.
Denise:
I wanted to start out talking about is this mini.
Denise:
Training that I train.
Denise:
So the first thing is you need to know who your ideal client or your target.
Denise:
Audience is.
Denise:
Because if you tell me you can help anybody, everybody.
Denise:
Somebody that does not help me picture anyone in my head.
Denise:
So if you talk about a particular ideal client or target market, I should be able to immediately get a picture in my head of who you want to work with, I need to start thinking of somebody or getting an.
Denise:
Image in my head of who you want.
Denise:
To work with.
Denise:
So it doesn’t have to be a particular name of a person or company, but you have to have that ideal.
Denise:
Client, so one of the examples that I like to use a lot is let’s say it’s.
Denise:
A chiropractor and so I do have a chiropractor that I worked with on this and So what we worked on is who is your ideal client?
Denise:
Then we work on just about everybody.
Denise:
Sure he can.
Denise:
Yeah, he fixes back.
Denise:
He makes you feel better.
Denise:
He can help your shoulder.
Denise:
He can help a leg, but who he really enjoys.
Denise:
Working with because he is an avid golfer himself, he really enjoys working with golfers.
Denise:
So his target market is golfers.
Denise:
So if I was having a coffee meeting with him and somebody said tell me a little bit more about your business, he can say, well, I’m a chiropractor, but who I really love working with is golfers.
Denise:
So now the first thing that pops into my head is who do I know who are golfers?
Denise:
So I’m starting to picture golfers.
Denise:
In my head.
Denise:
Here’s the thing about a target market.
Denise:
Target market usually makes people really nervous.
Denise:
It makes them think if I only say golfers, I’m not going to get any other business, but realistically, do you all know what a chiropractor does?
Denise:
Yeah, they you know what a chiropractor does.
Denise:
I don’t need to educate you on what a chiropractor does so.
Denise:
If you know.
Denise:
Somebody who needs help with their back.
Denise:
You’re still going to send them to the chiropractor.
Denise:
You don’t need someone who is having really bad headaches.
Denise:
You’re probably still going to send them.
Denise:
To a chiropractor.
Denise:
So you’ll get that low hanging.
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Fruit all the time.
Denise:
But their target market needs to be who do you want to work with?
Denise:
Lots of that client he wanted to work with a lot of golfers because they’d come back and see him regularly, right?
Denise:
So if he was making their golf game better, he would definitely come back and he would be or they would come back because they want to continue to have a great golf game, right?
Denise:
So these are people he loves working with.
Denise:
He speaks their language ’cause he’s a golfer and they’re going to come back on a regular basis.
Denise:
He wants a lot of golf.
Denise:
Rather than somebody who’s going to have a backache and is going to come in one time and hope that he fixes it and he, they feel better and they don’t.
Denise:
Come back another time.
Denise:
So he sat down and really thought about who are the clients that I really want more of and so we did a whole analysis of the different patients that he had walking in there.
Denise:
And we really sat down and he said I love working with golfers.
Denise:
They come back on a regular basis.
Denise:
I can have a big impact on their golf game by helping them and I’m a golfer too so I speak the language.
Denise:
I know how to talk to them and work with.
Denise:
Them, so when you’re thinking about your ideal client or your target market, I want you to think about who would you want 40 of?
Denise:
This year and you’d be.
Denise:
Like Oh my gosh, my business is off the charts.
Denise:
The others, the low hanging fruit will.
Denise:
Find you. Don’t.
Denise:
Be afraid that you the low hanging fruit won’t find you, but you will be known.
Denise:
As the chiropractor for the golfers.
Denise:
And you know who golfers talk to other golfers.
Denise:
They’ll be sending their friends and family to you.
Denise:
So now you’ve also got the impact if you start to help your target market, the golfers they hang out with other golfers.
Denise:
Somebody says, I notice your golf team is getting better.
Denise:
What are you doing?
Denise:
Oh, get this great chiropractor that’s really helped me.
Denise:
Now the other golfer wants to go see the chiropractor too.
Denise:
So when you get a target market, it helps other people figure out who you want to be introduced to, ’cause they can picture it in their head and your target market hangs out with the same kind of people and so now your your clientele is starting to grow because they’re bringing your referrals also.
Denise:
So the first thing you.
Denise:
Really want to do is find your clear target market and that’s what you want to be sharing with people when they say what do you do?
Denise:
That’s the first thing.
Denise:
The second thing you want to share with them is how you help your target market.
Denise:
What is the benefit?
Denise:
What problem do you solve?
Denise:
What problem do you solve?
Denise:
Again, we sell by features.
Denise:
We definitely talk about features when people say, what do we do?
Denise:
But you need to save your features for your customers and clients.
Denise:
You don’t need to share them with.
Denise:
People that you.
Denise:
Are having coffee and lunch and networking with.
Denise:
They don’t need to know that because they’re probably not going to buy from you.
Denise:
But we think that’s our selling point.
Denise:
That is not our selling point.
Denise:
Our selling point is how you’re going to.
Denise:
Solve a problem for me.
Denise:
I have a problem.
Denise:
How are you going to solve it?
Denise:
Your features gives the step by step process of how you’re going to solve it, but you save your features for the person you’re selling to, not the person who’s going to get you referrals.
Denise:
So what you want to think about is what problem do you solve for that ideal client?
Denise:
Why do they need you?
Denise:
And almost all problems are emotional based, so know that they buy from emotion whether they know it or not.
Denise:
Even your biggest CEO buys from emotion.
Denise:
It’s like is this going to help the company move forward?
Denise:
Is this going to make me look good as a CEO? Is
Denise:
This going to work.
Denise:
For the board or.
Denise:
They’re going to, so there’s a lot of emotion.
Denise:
Every purchase that is bought.
Denise:
But there’s the other level.
Denise:
This is what I need.
Denise:
And then there’s the next level of and this.
Denise:
Is how I feel about it.
Denise:
So say your air conditioning has gone out and we’ve had some pretty darn hot days.
Denise:
Haven’t we?
Denise:
Last week was nice, but boy, other than that it’s been miserable with the heat and the humidity and everybody wanted air conditioning.
Denise:
So let’s say your air conditioning goes out, so your initial problem is.
Denise:
My air conditioning is out.
Denise:
I need to get my air conditioning fixed.
Denise:
But here’s that second level problem.
Denise:
I’m hot and.
Denise:
I don’t want to be hot.
Denise:
It doesn’t make me feel good.
Denise:
Now we all know you can survive without air conditioning.
Denise:
’cause, well, I don’t know about you guys, but I remember when we rolled the windows down when we drove the car right and we had the fans on at night, right?
Denise:
I read a lot of houses that didn’t have air conditioning and I drove and rode in a lot.
Denise:
Of cars that didn’t have air conditioning.
Denise:
We’re likely not going to die if we don’t have air conditioning, right?
Denise:
There’s exceptions.
Denise:
Obviously, to that, but we’re likely not going to die if we have.
Denise:
Air conditioning, right?
Denise:
So our initial problem.
Denise:
Is my air conditioning’s out?
Denise:
My second layer problem is I’m uncomfortable.
Denise:
And I don’t want to be uncomfortable because we’ve gotten used to air conditioning, right?
Denise:
So your the problem you solve is I’ll get your air conditioning back up and running, but then you want to go deeper with so that you and your family can be more comfortable.
Denise:
So we go to the initial fix.
Denise:
The air conditioning problem.
Denise:
But really, what they want is they want to be.
Denise:
More comfortable, so let’s go back to our chiropractor with our example of the golfer.
Denise:
So what problem does he solve for a golfer?
Denise:
Well, if you’re a golfer you want to cut down the number of swings that.
Denise:
You take right?
Denise:
You want less strokes on your golf game.
Denise:
So what if the chiropractor could help you improve your golf game by cutting down the number of golf strokes that you take, right?
Denise:
The number of swings.
Denise:
Well, that’s emotional to a golfer, is very emotional to a golfer ’cause they get really angry when their game isn’t good, right?
Denise:
They get very frustrated when their game isn’t good, right?
Denise:
That’s an emotional thing to a golfer, so it’s like, OK, I can lower your golf score so that you can, and it can be a whole bunch of different things.
Denise:
Be the best golfer on your team.
Denise:
Or you have bragging rights with your buddies or all the things that golfers do, right?
Denise:
There’s the emotion part of it.
Denise:
There’s the emotion part of it, so if I’m a chiropractor and somebody says I say well I’m a chiropractor and I help golfers lower their golf score so that they can have a better game.
Denise:
Now I have a benefit right now.
Denise:
I haven’t said I’ll take you into my office.
Denise:
I’ll lay you down on my table.
Denise:
We’ll do an initial examination.
Denise:
We’ll talk about what’s going on.
Denise:
I’ll help you fix your shoulder if it hurts.
Denise:
I didn’t say any of that stuff, right.
Denise:
That’s all a feature.
Denise:
That’s a feature that I’m going to set.
Denise:
I’m going to talk.
Denise:
To my client.
Denise:
About but when I’m training you when.
Denise:
I’m sitting across the table from you having coffee with you.
Denise:
I’m going to tell you my benefit because you need to know that right?
Denise:
So if you know a golfer.
Denise:
And you say you need to go see this chiropractor.
Denise:
The golfer is going to say why?
Denise:
Because he’s going to shave strokes off your game, and the golfer is going to be like, OK, I’m listening right now.
Denise:
You’re creating a referral.
Denise:
You’re creating referral for the chiropractor, and that’s what it’s all about.
Denise:
Is getting people to create proactive referrals for you.
Denise:
We’ll get reactive.
Denise:
If somebody runs across someone whose air conditioning is out, it’s going to be like, oh, I know somebody right.
Denise:
Hey, my air conditioning is out.
Denise:
Oh, I know somebody, you’ll get reactive referrals.
Denise:
But what you?
Denise:
Want to teach people to do in that meeting proactive referrals for you.
Denise:
But with this little training, that’s how you can do that.
Denise:
So the first thing is target market.
Denise:
In this case for the chiropractors golfers.
Denise:
Second thing is what problem do you solve?
Denise:
I’m going to make your golf score better.
Denise:
I’m going to help you.
Denise:
Make your golf score better.
Denise:
That’s emotional to golfers.
Denise:
Now, the third thing you want to say to people when you are sitting across from them and then they say, what do you do is you want to give them things to look for and listen for?
Denise:
So that they’ll know how to who to even start a conversation with so it could be so if you know a golfer that’s complaining about his golf game this year, that could be a good referral for me.
Denise:
If you know a golfer who said that his game is not as good this year because his back hurts or his shoulder hurts, that could be a good referral for me.
Denise:
If you hear a golfer that says he hasn’t gotten out on the course very much this year because he’s really stiff and he hasn’t been able to really physically do it, that’s a good referral for me.
Denise:
So now I’m giving them things to listen for so they can start a conversation, right?
Denise:
And then the final thing is you just give them a couple questions to ask.
Denise:
So you find a golfer, you tell them, ask them how their games going right.
Denise:
So that’s one of the questions you can ask.
Denise:
How’s your game going well?
Denise:
If they say I’m having a fantastic game, it’s the best year ever.
Denise:
Probably not a good referral to that chiropractor, but if you have a golfer and you say how is your game going and.
Denise:
They’re like it’s not.
Denise:
The best this year then?
Denise:
They can, you can say.
Denise:
To them, well, why is that?
Denise:
And they can say my shoulder hurts my back hurts.
Denise:
I’m stiff, they’ll give you a whole lot of reasons why their game isn’t so good and just say have you thought about going to a chiropractor
Denise:
To help you with that.
Denise:
So now I know you want to work with golfers.
Denise:
I know the problem you solve is going to help them with their golf game, but also have you thought about going to a chiropractor about that and they’ll say no, why?
Denise:
Well, because he works with golfers and he can help you shave those strokes off your game.
Denise:
He can make your shoulder feel better, your back feel better and you will not be so stiff whatever.
Denise:
The problem they had is.
Denise:
So now I thought I’m a chiropractor.
Denise:
You sat down with me and here’s how this all comes together.
Denise:
Can you say hey chiropractor, what do you do?
Denise:
And I said, well, I love to work with golfers because I can help them shave strokes off of their golf game.
Denise:
So if you know any golfers that haven’t been out on the course much this year, or you’ve heard them say that their game is not as good as it is, can you just ask them how’s your golf game this year?
Denise:
And if they say it’s not too good, then just say would you like some help with that?
Denise:
And if they say, sure, I’d love help with that.
Denise:
That would be a great time for you to refer me to them.
Denise:
Now what I
Denise:
Just told you is that I gave.
Denise:
You a lot of words, didn’t I?
Denise:
But do.
Denise:
You see how I just put that in one whole sentence?
Denise:
That’s not annoying.
Denise:
That’s not obnoxious.
Denise:
That’s not selling to the person you’re talking to.
Denise:
It’s just one simple sentence I just taught you who I wanna talk to.
Denise:
I talk talking how I’m going to help them.
Denise:
I taught you what you’re going to be listening for and looking for, and I just taught you a couple questions to ask them to create a referral for me.
Denise:
When somebody asks you what?
Denise:
You do or how they
Denise:
Can help you.
Denise:
This is the mini training for you to put.
Denise:
Together so that they can go out and proactively.
Denise:
Create referrals for you.
Denise:
Because most of the time we don’t give people what they need to bring referrals in for us.
Denise:
The good news is 90% of getting.
Denise:
Referrals is us.
Denise:
Only 10% is other people.
Denise:
And when it comes to getting referrals and referral, marketing and networking we.
Denise:
Have a tendency.
Denise:
To think of it the opposite way.
Denise:
We have a tendency to say I’m going to tell you what I do and you need to go out there and do all the work to get me those people.
Denise:
And it doesn’t work that way.
Denise:
90% of getting referrals is starts here. You have to put that training together. You have to be able to tell people how to get referrals for you. Because when somebody says what do you do or how can I help you? They really do want to know.
Denise:
But we don’t.
Denise:
Do a good job of teaching them.
Denise:
We give them feature feature feature if you know anybody that does this.
Denise:
If you know anybody who’s here, you know anybody who does that.
Denise:
Not going to get your frills.
Denise:
I don’t know about you but years ago before I implemented this referral generating system that I use, I would do coffee meeting after coffee meeting after coffee meeting, be super proud of myself because I was out there networking right and you know what?
Denise:
I got on the.
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Other side of it nothing.
Denise:
Nothing, I never got a referral from any of them.
Denise:
And that was my fault.
Denise:
I didn’t know it at the time, but it was my fault because I didn’t do a good job training them on how to go out and help me.
Denise:
So if you can flip things around a little bit and know that it’s your job to teach people how to help you, it’s going to make a world of difference.
Denise:
Once I created this system.
Denise:
Everything changed in my business.
Denise:
So besides whiteboard learning, I own a property tax consulting company.
Denise:
I’ve had it for.
Denise:
24 years.
Denise:
And it was my quest in that property tax consulting company to be 100% referral.
Denise:
So I didn’t have to go out and do a lot of crazy networking or advertising or all the things.
Denise:
Sometimes we have.
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To do.
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And 24 years ago we.
Denise:
Didn’t have Facebook or.
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LinkedIn either right?
Denise:
OK, so I was out there.
Denise:
You know you’re out there on your own networking cold calling all that sort of thing.
Denise:
I hated that I did not want to do that, so how am I going to be?
Denise:
100% referral so I have worked over many years to create this referral generating system for my business.
Denise:
The first year I got it 100% implemented. I doubled my business with no extra time or money.
Denise:
And one of the things that I put together in this system is this.
Denise:
This mini training.
Denise:
So when I was out there doing coffee meetings and people were saying, how can I help you and I was out networking.
Denise:
I started using this and the referral started coming in.
Denise:
And this is just.
Denise:
A tiny piece out of the.
Denise:
Whole system, there’s a huge system.
Denise:
On how to do it, but this is the starting piece that I teach.
Denise:
Everybody that works with me is I teach them how to put this mini training together. Ryan, how am I doing on time.
Ryan:
You’re still doing pretty good on time.
Denise:
How many more minutes you want me to talk?
Ryan:
If you’d like, just keep going, uh, we we still have approximately 20 minutes in the meeting.
Denise:
Oh, I have lots of stuff I can share with you guys.
Denise:
Then lots and lots of stuff.
Denise:
So that’s the very beginning part of creating a referral marketing system.
Denise:
For your business.
Denise:
Putting that mini training together is the the very beginning part.
Denise:
If you really want to amp up the referrals that are coming into your business, creating referral partners is the way to do it.
Denise:
Creating referral partners.
Denise:
So I’m going to give you a little scenario of an.
Denise:
Actually I know Janice, you’re a realtor, so I’m going to give you a little scenario of a realtor residential realtor that I worked with and what referral partners are is.
Denise:
They are people that.
Denise:
Do business with the same people you want to do business with, but they’re not your competitor.
Denise:
So there are people that do this.
Denise:
The business with the same people you want to do business with.
Denise:
But they’re not your competitor.
Denise:
So I was working with this residential real estate agent and she was kind of doing what a lot of agents do.
Denise:
If you know anybody who is a first time home buyer, you know anybody wants to buy anybody who wants to sell.
Denise:
That’s a great referral for me.
Denise:
And she wasn’t really getting too far with that because there’s a lot of real estate agents out there, right?
Denise:
She was just like everybody else, right?
Denise:
So we worked on a few different things.
Denise:
One of them we worked on is creating a target market.
Denise:
A target market for her.
Denise:
Excuse me
Denise:
And that informs who your referral partners are going to be.
Denise:
So there’s the second huge value of having a clear target market when you have a clear target market.
Denise:
Then you start to think about who else is doing business with the people.
Denise:
I want to do business with.
Denise:
I could send them referrals, they could send me referrals.
Denise:
So when most real estate agents get trained, they’re told go out and create a relationship with a mortgage person, a title person, a property and casualty insurance person.
Denise:
Now, don’t you think every real estate agent has already knocked those doors?
Denise:
They tell them that’s going to.
Denise:
Be their referral partners.
Denise:
All the real estate agents have already knocked those doors.
Denise:
So we flipped it around for her.
Denise:
We talked about and she’s a younger.
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She was late 20s.
Denise:
She is late 20s real estate agent.
Denise:
We flipped it around for her little bit.
Denise:
So who do you really want to work with?
Denise:
What kind of people do you really vibe with?
Denise:
What kind of people do you really enjoy working with?
Denise:
Well, she was fairly newly married herself and she said, well.
Denise:
I would really like to work with couples that are getting engaged and the reason why is because they might have a house they might want to buy a house together.
Denise:
They might each have a house they need to sell one, or maybe they’re going to sell both or a lot of times once they’re getting engaged, they start.
Denise:
Thinking about their future, they stop living in apartments.
Denise:
They start buying houses right, he said.
Denise:
And I’m I’m newly married.
Denise:
So I get that I get what is going on in everybody world that way.
Denise:
So I said, why don’t we make your target market couples that are engaged to be.
Denise:
Married in the next 12 months.
Denise:
And she’s like, Oh my gosh, that’s so narrow that’s so narrow and I’m like you’re a realtor everybody knows what you do.
Denise:
Does that mean?
Denise:
You can’t work with somebody.
Denise:
If I walked up to her and I said hey I’m an empty nester, I need to downsize my house.
Denise:
She would not say sorry, I only work with couples that are engaged to be married in the next 12 months.
Denise:
He can’t help you.
Denise:
No, she’s not going to do.
Denise:
That she can help anybody.
Denise:
She wants to.
Denise:
This is just marketing.
Denise:
Purposes right just marketing purposes.
Denise:
So we made her whole target market engaged, engaged couples.
Denise:
They’re going to be married in the next 12 months.
Denise:
So here’s how that has helped her grow business.
Denise:
Now she’s thinking about, well, who are my
Denise:
Referral partners?
Denise:
The people that do business with the.
Denise:
Same people she.
Denise:
Wants to do business with, but they’re not her competitors. It’s a jeweler.
Denise:
It’s a florist.
Denise:
It’s a limo driver.
Denise:
It’s a caterer.
Denise:
It’s a wedding planner.
Denise:
Oh my gosh, so many potential referrals.
Denise:
So many potential referral partners, so she.
Denise:
Went to a jeweler.
Denise:
And asked them to be her referral partner and kind of explained that what she was.
Denise:
Trying to do.
Denise:
And I said, well, how many Realtors does he work with?
Denise:
And she said none, nobody ever gone to the jeweler and said would you work with me?
Denise:
And so now she’s knocking on doors that the other real estate agents aren’t knocking on.
Denise:
She’s got fresh new relationships.
Denise:
So this may sound.
Denise:
Pretty bizarre to you, right?
Denise:
It’s like OK, how is that even going to work?
Denise:
So let me give you an example of how she has built her business doing this.
Denise:
So when she’s walking through a house with her engaged couple and she’s showing them around to see if this might be a good fit for them, she asked them one question.
Denise:
How’s the wedding planning going?
Denise:
And anybody who’s ever planned the wedding, you know there’s always something.
Denise:
There’s always something you’re missing or it’s.
Denise:
But everything but we cannot find a DJ.
Denise:
Oh no problem.
Denise:
I know a DJ I can refer you to.
Denise:
Would you like me to introduce you to him?
Denise:
And they say absolutely.
Denise:
She is showing house.
Denise:
She just created.
Denise:
A referral for the DJ who’s a referral partner.
Denise:
That works all day everyday for her.
Denise:
How is the wedding planning going?
Denise:
One question.
Denise:
Then she can refer.
Denise:
Them off to her referral partners.
Denise:
So let’s see how it goes back her way.
Denise:
So let’s say the mom of the bride and the bride are sitting there at the florist and they’re planning out their flowers for the wedding, the floor South.
Denise:
One question, where are you going to live when you get married?
Denise:
One question, and they’re going to.
Denise:
Tell her right she’s built.
Denise:
A rapport rapport with one.
Denise:
Of the things we talked about.
Denise:
Right?
Denise:
Build a rapport with people she’s built, a rapport ’cause she’s working with them on the flowers, asking them questions about the wedding they’re going to tell her.
Denise:
Well, he has a house and I live in an apartment, but I don’t want to move into his house.
Denise:
So we going to sell.
Denise:
His house and we’re going to get one together.
Denise:
Well, who’s working with you on that?
Denise:
Do you have a
Denise:
Good real estate agent yet? no, we’ve been busy.
Denise:
Planning the wedding.
Denise:
We haven’t gotten there yet.
Denise:
Well, let me introduce you to somebody.
Denise:
Her specialty is working with couples that are engaged to be married, so she gets all the.
Denise:
Stress that you’re under right now.
Denise:
And she can help.
Denise:
Take a lot.
Denise:
Of that househunting off your plate.
Denise:
Would you like an introduction?
Denise:
Now the florist of all people our florist has created a referral for real estate agent.
Denise:
So that’s how you can next level your referral marketing.
Denise:
Pick your target market.
Denise:
Do not be afraid to pick your target market and it might change.
Denise:
Maybe you pick it and it’s like, oh, that’s not really who I wanted to work with.
Denise:
OK, change it.
Denise:
Pick your target market.
Denise:
And then start.
Denise:
Thinking about who else would do business with that target market.
Denise:
Who else could you build a back and forth relationship with?
Denise:
With that target market.
Denise:
I mean that mini training that I just taught you you want to blow that up.
Denise:
You want to blow it up so you’re like.
Denise:
Here’s who I want to work with.
Denise:
Here’s the ways that I helped them.
Denise:
Here’s what’s going on in their world.
Denise:
Here’s the question.
Denise:
You can ask them, and then you also want to.
Denise:
Start teaching them about.
Denise:
All the past clients you’ve worked with.
Denise:
So here’s my last 10 clients.
Denise:
Here’s how I helped them.
Denise:
This is going to give you an idea of who and how to introduce me.
Denise:
So you take your.
Denise:
Mini training and you’re going to use that when you’re doing a coffee meeting with someone you don’t know.
Denise:
Very well.
Denise:
When you’re networking, when somebody says, how can I help you?
Denise:
You’re going to do your mini training.
Denise:
But then you’re going to take the target market you’ve picked, and you’re going to sit down and you’re going to think who else does business with my target mark?
Denise:
You’re going to develop relationships with them.
Denise:
It’s a back and forth.
Denise:
You give them referrals.
Denise:
And they give you referrals.
Denise:
And then you’re going to do a super training with them.
Denise:
And you guys are just going to start making money.
Denise:
So when I say that I doubled my business the first year that I put this whole system in place and there’s even more to the system than this.
Denise:
More much more when I say I doubled my business that first year, that’s how I did.
Denise:
Because, you know, I can’t. I could sit at my desk and keep making money and talking to my clients while I was creating referrals for other people. I wasn’t out there networking 20 different places anymore. I wasn’t doing 100 different coffee meetings.
Denise:
I was creating referrals from my referral partners while I was talking to.
Denise:
My clients, they were creating referrals for me while they were talking to their clients.
Denise:
So I’m just sitting in my desk making money.
Denise:
And they’re sending referrals to me.
Denise:
They’re creating them.
Denise:
They’re not waiting for somebody to knock on the door and say, hey, do you know somebody who needs property tax work?
Denise:
No, they created referrals for me.
Denise:
Like I was creating referrals for them.
Denise:
Does this make sense to everyone?
Denise:
Does anybody have any questions?
Denise:
About what I’ve been talking about.
Denise:
It’s Monday.
Denise:
Did I overwhelm you?
Denise:
A lot of information.
Denise:
Well, let me talk about some some some different things that I have as Ryan referred to. I have a private Facebook group called Road Map to Unlimited Referrals and I’ve got about 220 other business people and Ryan is in there. About 220 business people in there.
Denise:
And I do referral training in that.
Denise:
Facebook group every single week.
Denise:
So I do a 5 to 10 minute referral training in that Facebook group every single week and then coming up in October.
Denise:
I’m going to have a five day referral challenge all free all of its free five day referral challenge coming up in October.
Denise:
So if you want to join the group.
Denise:
Then you will.
Denise:
Get the free training every week and then also.
Denise:
You will know about.
Denise:
The five day referral training that I have coming up, so it’s.
Denise:
Going to be.
Denise:
every day referral challenge, so every day I’m going to give you a task to go out there and do and then at the end of the five days you’re going.
Denise:
To start generating some referrals for your business.
Denise:
So I put the link in the chat for you and if you just want to click on that and then I think there’s three questions you answer, go on in.
Denise:
I’ll let you in there and then you can go ahead and get that free training and then you’ll know when.
Denise:
The referral challenge comes up.
Denise:
’cause I have a lot more stuff.
Denise:
I’ve been doing this for a long time and helping a lot of people build their business by referral.
Denise:
So I have so.
Denise:
Many more things that I can share with you that I just don’t have time to share with you.
Denise:
Today, but if you take the two things, the mini training and the referral partners that I trained you today and you go out and you start activating that and start working on that, you’re going to be so surprised to what it’s going to bring to your business and.
Denise:
How much other people appreciate it?
Denise:
I want so badly to help people when I say.
Denise:
How can I help you or tell me more about what you do but people don’t give me what I need, they don’t I I’m excited about their business but I have no idea how to help them.
Denise:
At the end of the meeting.
Denise:
So keep that in mind when you’re out there.
Denise:
Networking and having lunch and coffee meetings with people.
Denise:
All right, Ryan, that’s all.
Denise:
I’ve got for you today.
Ryan:
Does anyone have any questions for Denise?
Ryan:
All right, well let’s give.
Ryan:
Denise, a hand for her presentation today.
Denise:
Thank you.
Ryan:
So now what we’re going to do since Denise has been able to teach us how.
Ryan:
To state our overall value proposition and how to generate referrals, I’d like to give everyone an opportunity to go around and in 60 seconds or less, let’s revise those elevator pitches and talk about what we can do to kind of give everyone that idea of.
Ryan:
Who we’re looking for so.
Ryan:
We’ll start at random here, Bill, I see you’re unmuted, so we’ll start with you.
Bill:
So I didn’t do, I didn’t un-.
Bill:
Mute for that reason, Ryan or.
Bill:
For to do that, but.
Bill:
Yeah, basically I yes that I would say Denise.
Bill:
Gave me some ideas in that.
Bill:
So it was a great presentation.
00:31:26 Bill: One of the things that I’m going to be kind of trying to do is BREAK
into the younger, more youthful. 00:31:34 BREAK
Bill:
Folks, I’m 73, so I’ve got to.
Bill:
So what I’m looking.
Bill:
For folks that are in the age of.
Bill:
25 to 35.
Bill:
That at this.
Bill:
Time in their life.
Bill:
They’re already fed up with their job and they’re looking for other alternatives.
Bill:
They’re tired of the corporate, Bing and bang and all of this stuff.
Bill:
It took me 40 years to learn that, but anyway, so if they were to look at an alternative opportunity where it could.
Bill:
So I think change their change, change what they’re thinking.
Bill:
Possibly also create for them permanent.
Bill:
Recurring income, a lot of other things that I would certainly be glad.
Bill:
To just who do?
Bill:
You know that wants to look at those.
Bill:
Kind of opportunities.
Bill:
And so I’ll kind of put it together and clean it up, but.
Bill:
That’s what I was thinking about while Denise was going through.
Bill:
You know the training.
Ryan:
Awesome thank you Bill. Eric, how about you?
Eric:
I’m sorry, but that when it comes to that, I mean I kind of feel like I’m already.
Eric:
Doing a lot of the the.
Eric:
The initial part, but what really stuck out to me was the referral partners portion where I can focus a little bit better on who I’m who I’m reaching that.
Eric:
Already worked with my ideal clients, so I was.
Eric:
Kind of working.
Eric:
On a list of.
Eric:
Ideas that I haven’t contacted people that I need to along those lines so that that was what stuck out for me.
Ryan:
Thank you, Eric.
Ryan:
Kim, how about you?
Kim:
Uhm, So what was interesting to me?
Kim:
Is I get
Kim:
The target marketing that’s interesting.
Kim:
I mean everybody knows what Culligan does.
Kim:
Water softeners whatever?
Kim:
I think my target.
Kim:
It is a new homebuyer or people who are in the market to buy a home and and the reason.
Kim:
How do we help them?
Kim:
Is is to protect their investment from hard water.
Kim:
So things that we would look and listen for would be people who would say.
Kim:
We just bought this.
Kim:
Home and they had to replace the.
Kim:
Hot water heater because of.
Kim:
The Dang hard water or I just moved in and the the showers and my baths.
Kim:
They’re just so hard that my skin is so dry or we just moved in and we gotta replace the dishwasher already because.
Kim:
There’s so many water spots all over the dishwasher all over the dishes that are in the dishwasher, but in fact it’s not the dishwasher at.
Kim:
All it’s the water.
Kim:
So thank you very good presentation.
Kim:
I appreciate it.
Denise:
If I could, if I could just speak to yours.
Denise:
Maybe it’s just preserve your new appliance.
Kim:
Yeah exactly, it should protect your investment.
Denise:
I, I think the benefit is.
Kim:
Your investment is your home and it’s mostly water driven appliances, but it’s also.
Kim:
You know your tubs.
Kim:
Tiles and basins because if they have years and.
Kim:
Years of hard water buildup, you’re going.
Kim:
To have to replace them.
Kim:
Because you can’t get that off, so it’s yeah, investment.
Ryan:
Awesome Janice, how about you?
Janice:
Uhm, I think my target market does.
Janice:
People with lifestyle change from having a baby or retiring because we have a lifestyle change.
Janice:
It typically changes.
Janice:
Where you’re going to live.
Ryan:
That’s an excellent point.
Denise:
Was that too broad?
Denise:
I would take it to a one lifestyle change.
Denise:
Is it having a new baby?
Denise:
Is it getting married?
Denise:
Is it downsizing?
Denise:
And because again, your target market hangs out with your target market.
Denise:
So it would be people who are having babies are hanging out with other people.
Denise:
They’re having babies, So what you want to do is narrow it down even more because they’re also going to give you great word.
Denise:
Of mouth ’cause they’re hanging out with the same people.
Janice:
OK, that makes sense, thank you.
Eric:
I I want.
Eric:
To kind of.
Eric:
Back up, Denise.
Eric:
On all this to my my wife is a a wedding coordinator and event coordinator and you know we’re in our 40s now and so she’s been doing it a very long time.
Eric:
And 15 years ago she would relate to the bride.
Eric:
And you know, of course, they’re.
Eric:
They are the ultimate client.
Eric:
But now she’s relating more to the.
Eric:
Mothers of the brides.
Eric:
And even though yes, the bride is still the client.
Eric:
Yes, she still worked with her primarily.
Eric:
There’s a a bond there with the mother of the bride that allows her to.
Eric:
To relate better with that person, and so it’s.
Eric:
Just changing.
Eric:
How you how you work with the client.
Denise:
Absolutely, that’s an excellent example, Eric.
Ryan:
Yeah, Denise, I’d like to compliment on on your point of dialing in on that one.
Ryan:
Just real niche that you work really well with.
Ryan:
And so I, I think in adapting my future elevator pitches, I I think it’s going to work better to.
Ryan:
Say I’m looking to connect with people who are baby boomers primarily, and they’re stepping out of their corporate career and they’re not ready to retire yet and a transition into another corporate position is just out of the question.
Ryan:
So they’re looking at going into business for themselves and taking that all all of those skills that they’ve built up.
Ryan:
Through their careers and finding a way to to provide that directly to their clients, I think those are really the people that just.
Ryan:
And make the absolute best experience.
Ryan:
And as far as working with us from what we can teach.
Ryan:
Them and being able to help them take what they’re already really good at and adapt it into a new venue so I.
Denise:
Now take it a step further and.
Denise:
Go to how they?
Denise:
Feel how do they feel and so explore that.
Denise:
So that is your next step.
Denise:
That is, it’s a very good description of a target market for you, but now how do they feel about that?
Denise:
So I want to work with people that are feeling burnt out on their corporate career and aren’t don’t want to go to the next one.
Denise:
And so so you can put put the feelings in it too.
Denise:
That’s what people are listening to.
Denise:
They’re listening to people talking about their feelings all day, everyday.
Denise:
Problems, feelings, problems, feelings, problems, feelings.
Denise:
So make sure that when you’re doing that or your target market, you want to put feelings problems, that sort of thing out there.
Ryan:
Yeah, they’re angry that the years of their career they’ve put into the company now mean nothing.
Ryan:
And they’re they’re afraid, because they don’t want to dip into their retirement funds yet to be able to survive, and they’re afraid of taking that next step of going.
Ryan:
Well, I don’t know how to talk to people.
Ryan:
I don’t know how to get out there and advertise what I do.
Denise:
Yes yes yes yes yes.
Denise:
That’s exactly, that’s exactly it.
Denise:
Yeah, that’s perfect.
Denise:
That is perfect.
Denise:
Yeah, that’s exactly right.
Denise:
That’s what I’m going to be hearing when I’m talking to people.
Denise:
They’re going to be.
Denise:
Saying I’m so done with this.
Denise:
Quote or this company, but I don’t know what my next step is and I’m not ready to retire and I don’t want to get into my retirement money so I don’t think I’m ready for next step, but I don’t know what to do.
Denise:
Feeling, feeling, feeling.
Denise:
Yep, that’s exactly it, Ryan.
Ryan:
Oh fantastic, Denise. Thank you.
Ryan:
So much for that so.
Ryan:
Does anyone have any other comments or questions for Denise?
Denise:
Thank you everyone, I appreciate.
Denise:
You being here and listening.
Ryan:
Awesome, well everyone.
Ryan:
Let’s give Denise a hand again for her presentation today.
