slides for our Business Networking event held on the 28th January 2015 in Solihull with @BarryAllaway at a Pathway2Grow event - Network, Learn and Grow. For more information and to book on to the next event visit http://www.meetup.com/Pathway2Grow/

1. Welcome
Barry Allaway 2015,
twitter@BarryAllaway

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In a recent majorinternational survey, 97% of business owners said they relied on
word of mouth / referral marketing to grow their business, but only 4% had a plan
to achievethis…
for the other 93% of you,
You’rein the rightplace!

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House Rules!
Ask questions as we go (withinreason)...
We have a littletime built in togo ‘off piste’ so to say where
needed

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We’re going to help you
Release the Power of your contact
spheres…
and understandwhat it takes
to become a Referral Master! (see ReferralJedi.co.uk)

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A bit about me…

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So what is this success formula?
1. Your database will be your biggest asset – but you need to build the
foundations the right way to make it fit for purpose for the long term
2. You need to segment your database and focus the right effort /
resources on the right relationships
3. You need to know your numbers/ ratios so you know what you can /
can’t afford to invest to win / keep a customers / clients
4. You can’t keep you/your business at the top of mind with your clients/
customers without a keep-in-touch programme and supporting activities
5. Super-successful people set goals and IMPLEMENT

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Referral Master Fact...
“Yourdatabasewillbe
yourbiggestbusiness
assetwhenyoudevelop
it,segmentitandutiliseit
toitsfullpotential”

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Your database is your biggest asset
• You need a database that is scalable and down the road can integrate with CRM
and Auto-responder tools
• You need to plan the structure of your database carefully – It’s your goldmine, your
pipeline to future wealth and prosperity if managed well
• You need to be a farmer not a hunter with your contacts
– Nurture relationships – not hunt to kill
• Build know-like-trust relationships – remember it’s all about... farming... not
hunting
• Keep developing your database every day, week, month and year
• When do you stop communicating?
– When they buy – move them into your customer comms plan
– or when they die!!! (or if they un-subscribe)
– REMEMBER – its not your prospects and customers job to remember to do
business with you... ITS YOURS

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• Lets look at a few ‘sales/ data driven funnels’
– THE HERD CONCEPT
– THE 5Cs CONCEPT
– WWMD 3-Phase Process

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Referral Master Fact...
“It’s not just whoyou know that
matters, it’s who your contacts
know, and whotheir contacts
know that creates massive
referral potential and creates a
Referral Pipeline that you can tap into for a
lifetime.”

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Segmenting your customers and
contacts for maximum success
• Its not just who you know... Its who the people you know as well that matters
– 250
– X 250
– = 62,500
• Segment into 4 segments
– VIRPs (Very Important Referral Partners) – Top 20
– Gold's - next 50
– Silver - next 100
– Developing Relationships - Rest
• Diary (set as a mtg with yourself EVERY WEEK) - 30 mins
– Add to database
– Promote/ demote up/down segments as relationships build (or not)
– Then you can maximise your contact spheres

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If you don’t know your numbers, your business
may as well just be a hobby
• You need to know...
– Average spend per customer (job/ month/ year)
– Customer / Client lifecycle (i.e. how long a customer remains a
customer in years)
– Average cost of each job / task/ month servicing the customer / client
• Then you can work out
– How much income (gross) you get per customer/client per
job/month/year
– How profitable a customer / client is per job/month/year
– How much you can afford to invest to
• Win new customers/clients
• Invest to retain customers / clients

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“Tend those relationships
with TLC (Tender Loving
Care). Be a farmer who
tends his flock, not a
hunter who kills as in no
time at all, you will have
frightened off the flock and
be left to hunt alone”
Referral Master Fact...

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Your key to success
the Keep-In-Touch Plan
• Spend time mapping out ideas – differentiate...stand out from the crowd
• Multiple marketing / keep-In-Touch Pillars
– Events
– Promotions / offers
• Split out by segment (invest more £ and time in VIRPs than Gold's, Gold's than in
Silvers etc)
– Communications (tie it all together in a consistent manner to maximise exposure/ retention of
information / expertise)
• Hard copy newsletter frequency / key feature per month / quarter
• Social media
• E-Mail (remember they wont read them all!, but can work if there is strong know-like-
trust relationship in place)
• Cards/ Postcards
• Lumpy ‘direct mail’ is working well for us at present
– Suitable gifts / RAOK (Random Acts of Kindness) – Business books work well
• Spend time each week implementing / keeping the plan in action
• Remember you’re not your customer....make sure your plan works for your customers/clients...its
not about you... Its all about them

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Referral Master Fact...
“Without Implementation and
action, a goal, is just a
pipedream, not a pipeline
to the future”

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Committing to the plan and Goal
Setting/ Getting
• Harvard study of 1950’s alumni– top 3% - more assets than other
97% combined
– Key differentiator = Setting goals and implementing a plan to
achieve them
• 80/20 rule
– 60/20 – struggling / getting by
– 15/4/1 – getting there, successful, super-successful
• 99% of the time a supersonic passenger jet / NASA space craft is off
track by up to 10%... Its the constant tweaking to keep on track
that's important as well!
– Constant reviewing / tweaking gets them to the end goalBEWARE THOUGH: Don't catch the business disease of the century
BANARAMA SYNDROME

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Referral Master Top Tip...
“The Power of 90”
• 90 Minutes a Day –
focused on your business
(projects) not in your
business
• 90-Day Goal Getting
‘chunking’ technique

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Referral Master Fact...
“Without Implementation and
action, a goal, is just a
pipedream, not a pipeline
to the future”

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Summary
• Build a pipeline for the future.... not a pipedream
• Your database should be your biggest business asset
• You have to segment your database to make it a powerhouse
• Know your numbers and ratios and invest accordingly on getting / keeping
customers and clients
• Build a personal Keep-In-Touch plan
• Commit to the plan set goals and have a GGA (Goal Getting Attitude)
• Remember 60/20....5/4/1
– Don’t follow the crowd – 80% of them are wrong
– Be in the 20%, not the 80%
• Don't catch Banarama Syndrome, or be an expert procrastinator – that wont
get you to your business and ultimately personal goals.

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Thank You…
Like more Information?

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Take your Business
Card ...write on it
B (for Book)
S (for Slides)
All (for both)

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We also have some of the product range
with us.. So please do take a look if its
of interest

23. Thank You
Barry Allaway 2015