Getting a Steady Flow of Profitable Referrals
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This is a webinar that shows you step-by-step how to get a steady flow of referrals by making yourself highly referrable. This system makes you the logical choice for giving referrals, keeps you top of mind, teaches you how to train your referral sources and much more
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Getting a Steady Flow of Profitable Referrals
- 1. Sponsored by Synergy Financial & Consulting Mark Hollingsworth Group/Business Owner Wealth Strategies Stan Mann and Solutions for Financial Advisors
- 2. Referrals Are Great! A steady flow of profitable referrals means… • No more cold calling! • Your prospects are pre-sold and ready to engage • Your close ratio goes up. • You have more time to do what you truly enjoy.
- 3. Today we'll cover how to get a STEADY flow of profitable referrals
- 4. Bonus for Attending 14 research questions you can use to… • Determine the most compelling messages to attract ideal clients • Learn exactly what solutions, services and products prospects are eager to buy • and much more
- 5. This webinar is for you if you’re a financial advisor and want . . . • A steady flow of referrals • More profitable referrals • Higher fees and commissions • To market less and do more of what you truly enjoy
- 6. And if… • You want to make a difference, but are frustrated because you're not able to help enough people. • Your plate is too full • You're spending too much time hunting for new clients..
- 7. You’ll learn ... • The surest way to get clients to refer to you • How to position yourself to be the logical choice • The four best times to “ask” for referrals
- 8. • How to educate referral sources • How to maximize the quantity and quality of referrals • Exactly what to say to get referrals without even having to ask
- 9. And I promise to also show you how you can get more information about getting a steady flow of referrals month after month
- 10. The Referral Conundrum Ask or don’t ask?
- 11. Financial advisors are split down the middle Some say Some say ask don’t ask
- 12. But Everyone Agrees • You have to be referable
- 13. The Better Question How will you make yourself referrable to your clients?
- 14. Clients made referrals when… A friend described a financial need = 57% A friend asked for a recommendation = 41%
- 15. Only 2% make a referral when asked
- 16. Your client has to think of you when someone she knows needs your services.
- 17. Getting a steady stream of referrals is all about … • Building a strong partnership with your clients from the get go. • Getting them engaged
- 18. An effective referral system begins with… Your ideal client profile • Define your ideal client • Craft an ideal client profile
- 19. Ideal Client Profile • Define your ideal clients age, occupation or retirement status, investable assets • The special characteristics that make him part of your target market • Their values and motivations, problems, issues and aspirations • Groups they belong to*
- 20. Making Yourself Highly Referable Target a unique audience to build loyalty, longevity and referrals
- 21. Be known as a specialist in two areas • Your financial expertise • Who you serve } a niche The Most Powerful Way to Make Yourself Highly Referable
- 23. Having a Niche enables you to... • Position yourself as the expert • Create a compelling value proposition • Be top of mind • Strongly bond and engage your clients Makes You Highly Referable
- 24. Don’t be a mind reader • Research your target market • Start with your present clients – or • Pick a market you're attracted to
- 25. Create Your Key Questions • Craft about a dozen questions you want to ask. • Write them down so you ask everybody the same ones
- 26. Set the Stage To Get Higher Quality Referrals • Show your Ideal Client Profile • Show those special services you provide • How you add value
- 27. A Script for Asking • "I need your help. If you can help me build my business, I can spend more time helping you. Who do you know that could benefit from my services? • "Here's a profile of the type of person I work with best."
- 28. A Script for Asking without Asking • "I don't need any more clients, but as a service to you, I'm willing to help your family, friends, and colleagues with their financial questions. Does anyone come to mind that needs my help?“ • You're not asking for a favor. You're offering them a favor.
- 29. Advantages • You do not come across as needy. • You're not placing any obligation upon your clients. • It's much easier to offer a favor than ask for one. • You'll feel comfortable and do it more often. • You’re conditioning him to refer in the future.
- 30. Or You Don't Even Have To Ask at All. Whenever it's appropriate... • Show your Ideal Client Profile • Show those special services you provide • How you add value • And provide WOW service
- 31. When you get a referral, reinforce to the max • Keep them current and in the loop • Show them appreciation • Reward them as much as you're allowed
- 32. Key Referral Sources • Current clients • Prospects • Affiliated Professionals • Your advisory board
- 33. The 4 Best Times to “Ask” for Referrals are when you... 1. Meet with clients to review their finances 2. Start with a new client. 3. Know they are pleased with your services 4. Are doing research interviews
- 34. Overcome Your Reluctance to “Ask” • Be highly referrable • Choose an approach and script that feels good inside • Change your mindset from “Can you help me?” to “Can I help you?”
- 35. Action Steps • Create your ideal client profile • Specialize in a niche • Conduct your market research • Clearly communicate your... – Value proposition – Ideal client profile – Special expertise
- 36. You Can Do It • Put a referral system in place • Get a steady flow of profitable clients
- 37. Special Offer To learn more and become a master referral-maker TODAY you can apply for my “Referral Strategy Session" -- my treat!
- 38. “Referral Strategy Session” During this 45-minute session I'll guide you to: • Create a crystal clear vision and goal for your practice in 2013 • Identify hidden roadblocks that will derail your efforts to get a steady flow of profitable clients. • Craft an action plan to get a steady flow of profitable clients • Get yourself into action immediately in the new year
- 39. First 5 to apply get a BONUS: Your own computerized personality profile. Find out where you fit on this wheel. You’ll find it a powerful tool for influencing others. Value $180
- 40. To be considered for one of these 5 spots • You need to apply and qualify • Request your application now. Go to www.solutions4advisors.com/apply www.StanMann.com
- 41. Bonus for Attending 14 research questions to… • Determine the most compelling messages to attract ideal clients • Learn exactly what solutions, services and products prospects are eager to buy • and much more www.solutions4advisors.com/key
Notas del editor
- Mark intro me. Mark and I met on LinkedIn. Our goal is to deliver training of high value .So I'm presenting a system for getting a steady flow of profitable referralsDifferent about this webinar --focus on giving you valuable information and training. There's no selling. Not going to be asked to buy anything at the end.Ulterior motive I'm looking for ambitious financial advisors who want to make a difference in the world. To have a bigger impact. I want to partner with them. Today I'll show you how to make yourself highly referrable. Ice breaker exercise: Everybody now, quickly clasp your hands. Who heard me before?
- Nothing feels better than getting a new ideal client from one of your current clients or a colleague. It's a confirmation that you are recognized as a valuable service professional.Essentially, you earn more and market less. Sounds good doesn't it?
- While a perfect referral now and then is exciting, how can you get a steady flow of profitable referrals?
- This is a key component to getting a steady flow of profitable referrals. With this information you can design your practice and your marketing message to attract exactly the kind of clients you want. I’ll give you the link at the end of this webinar
- But you're frustrated because you're not getting themBut you're reluctant to ask. It just doesn't feel rightWhen you get more profitable referrals you'll get higher fees etc.. When you get a steady flow of profitable referrals, You can spend more time with family and friends, and/or in front of clients and prospects.
- If you're like most advisors I know, you enjoy helping your clients reach their goals. You want to make a difference. But many of you are frustrated because you're not able to help enough people.You have a lot of your plate. You're networking, live and on social media, giving presentations, cold calling, making sure that you're not breaking any compliance rules. You have to run the business side of your office, manage your staff, and service your clients and manage their finances. Some advisors have "hit the wall" because when they approach 100+ clients they can't figure out how to manage the time/clients/business/staff and still have time to actually do any growth.You have to spend a lot of time marketing to find more people to help – too much time.This webinar will help you spend less time hunting for new clients because you’re getting more referrals.And like I said, Today I'll show you how to put in place a system that will get you a steady flow of profitable referrals.
- #4 Positioning my talkThese are the same strategies my clients used to achieve outstanding results.
- #4 Positioning my talkThere are five parts to this system. For this system to work, you have to put all the ingredients together. It's like baking a loaf of bread. If you don't put in salt, it will taste flat. If you don't put in yeast and let the loaf rise, you bread will be really flat. You have to use all the ingredients.
- #5 Positioning my offerI will do my best in the time we have together to share everything but if you feel you need more support by the end of the call, I won’t leave you high and dry. I will show you exactly what you can do next….no selling. Nil to buy
- For years the gurus have said to get referrals you must ask for them. A lot of planners were reluctant to ask (and I think with good reason). So there were programs to help you overcome your reluctance. But this idea alone wasn't working very well.There are gurus who say always ask for referrals. They outline systems and scripts. Others say, don't ask. It's unprofessional. It doesn't work. Instead they propose you romance your clients so thoroughly, when a friend needs an advisor, they send him/her to you. I would really love to hear from everyone what has been your experience. What have you done, how has it worked for you? The answer to whether you ask for referrals or not is – it all depends.
- In 2012 there was 180 degree reversal and a new mantra: "Don't ask! If you ask, you're hurting your relationship with your clients and doing more harm than good". Hmm?I lead a discussion on LinkedInAsk or don't ask for referrals.Ask or Don't Ask LinkedIn results:There was a lively discussion about whether to ask for referrals or not. A small majority were in the "ask" camp. What both sides agree is …
- How to be highly referrable is the focus of Today's trainingYou see, whether to ask for referrals or not is circumstantial. The better question is: …..
- The better question is: How will you make yourself referrable to your clients?I used to struggle getting referrals. Then I learned a strategic secret I'll pass on to you:Here's how referrals work in the real world.
- Clients did not give a referral because they were asked by the adviser. They referred because their friend described a financial need or their friend asked for someone. Source "Anatomy of a Referral," Julie Littlechild at Advisor Impact.98% of clients found their advisor by referral from a friend, colleague, or center of influence.
- This doesn't mean you shouldn't ask. If asking is working for you, by all means keep doing it. If it’s not broke, don't fix it. What it means is something else is far more important than whether you ask or how you ask.What's more important is...
- All your efforts have to be geared towards making this happen. Using the Referral system I’m giving you, you can train her and condition her to do this.Here's how to do this. The first step
- Engaged clients are the ones who will refer to you.
- One of the best ways to find your target market is to review your present ideal clients. or Pick a specific market you're attracted to.
- You could have something like, male over 35, plastic surgeon in your city. Belongs to the Academy of plastic surgeons. Identify the following:• Their socio-economic group • Their geographical location • Education • Income • ProfessionLet's play a little game here. There are four essential parts of this referral system. Give yourself a star if you have an ideal client profile.How many of you have one star already?How many of you have an ideal client you'd love to have many more of?
- When you define your ideal client the way I have directed you, you'll find that he or she belongs to particular groups. For instance, the top engineers at Boeing aircraft, the radiologists at your local hospitals. Whatever this group is, this is your target market. You want to find an identifiable target population with similar interests and needs. They should be easy to find, what groups they belong to. If you target 1, 2 or 3 unique audiences give yourself two stars!Before I figured this out for my own practice, I really was struggling. I started out trying to coach everybody and anybody.I chose small business owners as my niche – betterThen I chose independent financial advisors – much, much better. This was the same problem I helped Chris Arnold with. As I said, his new client growth grew 147%
- Most financial advisors I know only get half of this equation. They have a financial specialty, 401(k)s, Social Security, 403(b) tax-sheltered annuity or account, etc.But most of them don't specialize in a specific target market. When you combine the two you have what is called a niche. A niche includes:what problems you solvewho has these problemsqualities of an ideal clientWho has 3 stars? A niche gives you focus and you get interest. You can leverage your niche to become highly referrable. When Randy got this right, His revenue increase from $1 million to $4.5 million that year.months. I bet I know what many of you are thinking and feeling right now about narrowing your pool of prospects to a specific niche
- This is most common self-defeating fear that holds advisors back from getting a steady flow of profitable referrals. They fear a niche will cost them business because they narrowed their pool of prospects. That fear is a paper tiger. The opposite is true. Let me quote. “Specialists have more profitable businesses than generalists in virtually every profession. The brain surgeon or kidney specialist makes more than the general practitioner. The divorce attorney or mergers + acquisitions lawyer makes more than the generalist attorney. Etc., etc. “Why would this not be equally relevant for financial advisors? Radiologists, executives in computers, plastic surgeons, etc., all have ample income and wealth to be good clients for advisors. Most advisors need no more than 100 clients to have a wildly successful business. The categories we just listed have thousands if not 10s of thousands of people in each. You'll generate significantly more profitable referrals by clearly defining a niche and conveying it to clients and affiliated professionals.” by Michael Kitces, Noted thought leader in the financial industry.
- For this system to work, you have to put all the ingredients together. It's like baking a loaf of bread.. You have to use all the ingredients. Some of you on this call already have all or most of the ingredients you need. Most of you have ideal clients. Some of these ideal clients congregate in easy to find groups. Some of you focus on prospecting to those groups. Most of you have a value proposition. And some of you boldly proclaim you specialize in certain types of clients, such as top executives in specific industries.Who has some of these things in place? Who has one or more ideal clients? Who knows where they can easily find some of your ideal clients colleagues?Who has done market research to find out what their ideal clients actually want? That's the next step.
- You can take the guesswork out of building your practice. You need to interview people in your target market. Can you tailor your products, services, and business identity to address that market's particular needs?A target market currently underservedCan I reach my potential customers in a cost-effective manner?Start with your present clients. Ask them for referrals. Then start interviewing people in the groupsTip: if you find these people reluctant or unwilling to talk to you, you don't have a good niche. Find another
- Differentiate yourself. Why should they refer to you? What sets you apart? You can get the exact answers you need from the best teachers in the world and they are FREE-- your clients.I have14 questions you can ask your target market/niche. You can ask your clients one by one or in a group – your advisory board. These questions are vital and must be carefully crafted. The answers will enable you to determine the most compelling message to attract your ideal client. Your unique value prop. You can also learn exactly what services and products they are eager to buy – and much more. FOR INSTANCE: 11. What kinds of financial services do you most want to invest in? 12. What are the things you most want in a financial advisor. Tom Daly was working with clients who he did not enjoy. At days end he was tired and had headaches. When Tom used these questions he started getting a steady flow of ideal clients. His practice became fun again and had energy at the end of the day to go out with his wife. Who has already done this? Give yourself 4 stars.Unfortunately, we do not have enough time to go over these questions now. But if you stay to the end, I'll give you a link where you can download these questions instantly
- Have this information written in all your marketing material. Know it very well. Maybe memorize it. Have a one-page profile and branded with your logo on top and contact info on the bottom. Use bullet points to describe who you best serve and why you're the best choice.Include your message in your LinkedIn profile, website, results on Google search and maybe your reports, articles, newsletters. Most advisors don’t do this and wonder why they don’t get ideal referrals. Don’t make that mistake!Set up your expertise in your package of information. This will position you as advisor choice to your target market. Your package should include a customized cover letter, Your bio with your credentials, maybe a free report and any materials the prospect completes before the first meeting.If you regularly review your clients financial plans, you have the perfect opportunity to use your referral system. Who has 5 stars?
- When the stage is set, you can ask after you can show them who you help with your ideal client profile, your compelling value proposition, it makes it much easier for them to give you a name. also: "Can I use your name when I call this person?"I'd like to hear what you think about this particular script. It makes me a little uncomfortable and I wouldn't use it. But Steve Moeller recommends this approach and a lot of advisors have used it with success.Remember the success of any script depends upon you having laid the groundwork. The more stars, the better the scripts work.
- You are not begging your asking for a favor. No pressure on the client.It really doesn't matter if he gives you a name then. What you are doing is training and conditioning him to think of you when the time is ripe.While you're doing this show them your ideal client profile, "as you know these are the people who benefit most from our services, like you." Then show them your value proposition and say something like, "and these are the services and benefits we can provide them, just like we've been providing you."Another twist is you can ask your advice, "if you were me, how would you get the word out? Who would you call?When you engage your clients like this, they feel part of your team. Engaged clients make more referrals.
- “Mr. and Mrs. client, let's review. Like I said last time here are the people who benefit most from my services. Much like you they are (fill in the blanks).” And like I said a few months ago, here are the special services we provide, (fill in the blanks). And here's the special value we provide for our people, (fill in the blanks). “Then you can choose from three options depending upon your personality.1. You can ASK them who do they know.2. You can ASK WITHOUT ASKING, say I don't need any more clients, but it's a favor to you I would be willing to help any of your friends or colleagues who have questions around their financial goals.3. You can NOT ASK, just mention we're always willing to help your friends and colleagues. But always…
- When you get a referral, reinforce like crazy. On the same day, send them a handwritten thank you noteRespect confidentiality.How have you rewarded referrals? Anyone like to share?You might reward with free service.
- 4rth bullet-send you the marketing organization marketing organization for independent financial advisors for brokers PPG ease and agencies with companies the complete engine source life products. More and more affluent clients are turning to Estate attorneys, CPAs, insurance pros and other centers of influence for guidance and referrals because they want to work with experts. Having said that, you do not want getting more referrals to be the basis of your relationship with your Affiliated professionals. Furthermore, Reciprocity does not work. Centers of influence will not refer to you simply because you refer. They have to have confidence that you are an expert. More reason to position yourself as one.In other words, you should not be giving referrals just to be giving referrals. You should give referrals because it's in the best interest of your clients.Your advisory board is an excellent source of referrals. An advisory board's a group of your best clients who meet with you to advise you on improving your practice. These discussions strongly engage the members. Engaged clients make referrals. You not only get more referrals you get better referrals. Advisory boards can be very effective.
- You want to show them your ideal client profile. Then show them your special expertise you use with your clients.Notice I have ask in quotes. I wouldn't show my profile EVERY TIME I meet with my clients.
- It's easier and more comfortable to offer a favor then it is to ask for a favor. More importantly, this approach feels comfortable to your client.You can read mind programming books – Tony Robbins – or my book Triggers. They have techniques to erase your fears.Just a reminder, as I promised. Stay to the end. I will be giving you a link to get those 14 key questions to ask your target market
- Once you put the system in place, it's easy to reinforce with your current clients how they ARE an ideal client for you. And it's natural for your clients to then recognize what a good fit your services are for them. Tell them often that you want more clients like them and they will introduce you. This system is so powerful that you won't always have to ask for referrals, but if you do, you'll have such a solid partnership with your client that they are eager to refer others to you.When you get a referral, reinforce like crazy. Put the system in place and you'll double your referrals.This is what Rick Ruby did. I coached him to launch his new coaching practice. His niche is mortgage lenders. He helps them become multimillionaires. Rick both a 92% success rate. He put the system in place. He's in the camp that ask directly for referrals. I think it's because of his personality. He is a high-energy guy
- If you're struggling trying to get profitable clients, you need this referral system. Not having a referral system is costing you. Would somebody given me an estimate of what a referral is worth? You're leaving money on the table. Some advisors have told me they would have to take their sons out of private school. Others would have to start hustling for scholarships for their teenagers. Others would have to forgo vacation and travel.I promised to tell you how to get more information and support so you can Be highly referrable and get a steady flow of profitable referrals…
- Here is where you can get more information, support and help.It’s a private session by phone
- ... so you can leave the session inspired to turn your practice into one that generates more profitable clients and income in 2013
- Unfortunately, you cannot cut and paste from the screen. You need to type it in your browser www.solutions4advisors.com/applyI have a link I promised you, to get those 14 key questions to ask your target market.I'll put that up on your screen in a moment.
- These are the questions I discussed earlier. Use these to do your market research and discover how to make your practice highly referrable.