I just got back last week from travelling to Denver to speak with the Exit Planning Institute Denver Chapter. It was a whirlwind that commenced with a brilliant afternoon with Jason ‘Wally’ Waldron after he picked me up at the airport after a seamless travel experience (very thankful for that) from the mountains of VA to the real mountains of CO.
The next day Wally, myself and Bob Lee from Mariner went up into the mountains in search of cold water and willing wild trout. Hint: we found the cold water. It was beautiful, if frustrating because of the lack of willing trout, and I loved getting reintroduced to fly fishing at altitude…it had been over 25 years since my last trip in the Jemez Mtns of NM with my late father. The altitude whooped my ‘taters.
The big event was Tuesday morning at their normal monthly chapter event and there were 40 or so professionals (I bring the number down) in the room and we had about 55 minutes to talk about doing referrals on purpose.
I am always struck at how something as universally praised as excellent and essential (referrals) can always be done so randomly. I hope that, to some extent, I was able to bring some structure and awareness on how to improve mindset and execution on a referral system that is both human and based upon proven commercial sales systems.
If I was going to sum up the three different presentations I did that day it would be with this statement: know your numbers and be more confident as a result.
The reason you feel like you need to do more social media/emails/direct messages/billboards etc…is because you don’t feel confident that you KNOW you will get enough referrals in the next 30/90/120/365 days to accurately forecast growth and survival for your company/practice.
I get it because I have lived it. Referral marketing, if measured and strategically planned for, are just like all marketing…accountable to results and if done well…predictable. Take your eye off the ball and get lazy or distracted and just like with most aspects of any business you will suffer accordingly.
What to do now?
Get real and get specific. Here is my suggestion:
- How many ideal clients do you/your firm need in the next 12 months?
- How many prospective ideal clients do you need to present ‘asked for’ proposals to get #1?
- How many post-discovery meetings to develop a plan worthy of a proposal do you need to get #2?
- How many discovery meetings do you need to get #3?
- How many initial introduction meetings do you need to get #4?
- How many introductory calls/emails/texts do you need to get #5?
- How many ideal client prospects do you need to have identified at one time to insure you have #6 for a year?
- How many referral partners/golden geese do you need to create a living list at #7?
That is math that will build true confidence if you do the work.
It is hard work and that is why so many individuals and companies lack confidence in their marketing and thus their sales results. No matter HOW you decide to pursue ideal clients…that math is universal.
You either export it to an agency or you import the work into you and your team. I suggest doing the work internally so that you OWN your future.
We do this through my Can I Borrow Your Car book and our Strategic Referral Team methodology primarily with owners of financial services companies and other professional services companies…and we do it by referral of course.
If you’ve listened this long: A) thanks, I appreciate it. B) If it has any interest to you, let’s talk. Let’s talk like real human beings. Let’s break this dopamine social media thing, and let’s talk live. Half an hour, free, to anyone who isn’t a bot.
So how do we do this? Be real, be you, and be authentic.
