I asked the MD of a Building company who wants to double his turnover to £3m pa how he was going to do that. And, with confidence he replied through recommendations.

I hear this a lot when speaking to business owners, the holy grail of gaining sales with no effort. Don’t get me wrong, it is possible to have business only through referrals. But, and there is a but…

Not all referrals are equal and not all past customers refer at the same rate or with the same calibre of prospect. So, there is a requirement for a system to be in place monitoring this and rewarding those who bring you more business. After all, how much would you have a pay a salesperson to bring in the same business?

Depending upon how your enquiries arrive, the simplest way is to ask the person where they heard about you.

On the internet, the first time you may know of the referral is when they purchase, so make sure you have a field where they can add the name of the referee.

On the phone, you can have a standard form either directly into your CRM system, which could just as easily be a spreadsheet as well as an off the shelf package. Add a field to collect this information making sure you specify how to store client referrals.

The key is to collect the information so that you are able to search the database for the top referees. It is those referees who are effectively doing the job of a salesperson and you can acknowledge your appreciation.

Appreciate your Referees

Appreciation can be shown in a number of ways from simply sending a handwritten note to giving them something that demonstrates your gratitude. For this, contact colleagues, spouse or others to find out what the referring client would really appreciate. This may be a trip to the opera, weekend away or a fabulous meal in a 5 star restaurant. Rewarding your top referees in this way, shows you appreciate their thoughts and efforts. This will result in them continuing their current behaviour.

Level of Appreciation

You may be thinking “how do I decide on the level of gift?” Consider the following:

1. How much business they have brought to you
2. What impact has it had on your business? This may be additional staff, keeping current staff, updating vehicles, computer systems etc
3. How much would it have cost with a salesperson or using another marketing method?

The answers will give you the level of appreciation award.

Reactivate Past Referees

Now, if you find that most clients only refer once or twice and stop. Then this is an opportunity to review and change. First, contact a few referees, reconnect with them and ask them about any referrals they may have. This opens up the conversation to explore what is happening and whether showing appreciation would be helpful. Remember to “read between the lines” with these responses.

Referrals happening as a result of feeling good about the service and/or experience received. Reciprocity, if once there, can be reactivated and maintained.

Next Steps

Follow this guidance and you will be increasing the volume of business arriving effortlessly

Tell me what proportion of your business comes through referrals and how you track your primary referees.

People ask me this question all the time as if there is a magic bullet that once found, will shower the recipient with riches. And, I will burst that bubble by saying there is no magic bullet.

Really, as with all marketing, which platform is best for what you want to achieve.

There is having connections with people on all the sites and that is great to keep in touch but it may not have anything to do with marketing.

I know alot of professional service firms pooh-pooh Facebook and that leaves a great opportunity for the firms who don’t. Facebook Fan Pages will grow in importance as people learn how they are to use them.

Linkedin is a great site for business to business (but not exclusively so) but it does depend on how you use it. Again, goes back to what your goals are. Setting up groups and participating in groups are great ways of gaining credibility and extending your market. But, you need to have something else to follow on too.

What is at your website to capture interest further?

How are you going to convert interest into a client?

How are you going to do that as well as servicing clients?

Great questions that need answers otherwise your ROI will be poor.

If you are using Linkedin as if you would personal networking, then you may be missing opportunities. I have a guide on how to use linkedin here

The fundamental difference between face to face networking and online networking is the scale. Face to face tends to be 1 to 1 and sometimes 1 to many. While, online networking is many to many… that’s new and it means that if you change your approach, your returns will also increase.

With regards to Twitter, it is an interesting tool. And, I think you have think what you want to achieve. Also, is your market on twitter? With twitter, a tweet life expectancy is around 10 minutes. So, if your market isn’t consuming in real time there is less chance that your efforts will be received. Sure, there are tools that collect tweets from people you are particularly interested in but that won’t be for lots of people.

Again, I think you can use twitter in a tactical way to have lots of comments on an event, topic etc.

On a personal note, I like sites where I am able to explore concepts, engage with others in that exploration and make new connections. Connections aren’t always prospects but they are always interesting. Taking that perspective further, it’s about how to create win:win outcomes…

How do you use the different social networking sites?

There’s so much about now on Twitter that it seems to have spawned a whole industry.

How to post advice – There’s tweetiquette, the latest post by Lisa Barone offers a concise list that’s practical and full of common sense.

Business Building Advice -  There are marketing consultants saying that you have to build a huge following to be effective on Twitter.

There are those that say you have to be consistent and tweet so many times a day.

Now, really, twitter is done when you have time to do it. If you are permanently on twitter then perhaps you could do with looking at how you manage your time and whether twitter is bringing in the business.

A Personal View

I’ve been using Twitter since July 2008, and that seems an age in social media terms.

I’ve had business from it.

But, the most important thing is that I have connected with people who I may never of otherwise. I’ve connected with people on Twitter who are also friends on other sites. And, because of that, I don’t forward my twitter stream to other sites, the reason being that people want to know about what I tweet about.

And if it was the same as in Facebook, Linkedin or other forums, they wouldn’t bother.

Twitter is just one aspect of your marketing and just how important it is depends upon whether your market is on twitter and that they buy.

Tell me how you experience Twitter because there are as many ways as there are people!

In the past, we considered opening hours to be the same as office hours. But that was before the internet! Having a website means you can be open for business 24-7. So, are you?

Many websites appealing to other businesses are little more than brochures with the usual “contact us” for more information. And, even if you do fill in the box, how many times do you receive a response? I am always surprised when I take the time to give all the information for the company to contact me so I can become a customer or clients, yet there is no response… what a lost opportunity!

Most people though just click away if they can’t find the information they want… another lost opportunity!

Studies show that people only scan online text.

So, if you have complex topics, an alternative to giving information via the web page is required.  That means considering documents in PDF format, audio and videos or a combination. You aim is to help people with their decision making process in finding the best solution for their problem. You want to build trust that you have the depth, the expertise and can provide solutions to suit the client.

Before your visitors access your material, you can ask for their details. The amount of details depends upon your market and where they are meeting you.

Ask for too much and they will go away or give you incorrect information.  Either way, you lose.

The benefit of having information on your website is so you can follow up with additional information building up that all important trust. By adding details of your report, audio or video with a sign up box, you are now open for business when people stop by.

This also works for pre-paid services. The first time you know someone has visited is when you receive an email informing you that you have new funds. Isn’t that where you want to be?

To find out more about having a website that works for you, register for the F R E E teleseminar on Lead Magnets, 10th February 2010 at 7pm GMT and 2pm EST

Whenever the market is tough, getting a steady stream of prospects to become clients and referring to you is more complex. It takes more time and I always refer to this as kissing lots of frogs to find your prince!

But, in the world where time is at a premium, marketing smarter than harder is required.

Enter:  Lead Magnets

A lead magnet is material produced by you giving information that your market is currently searching for. It sits on a web page and people can download whenever it suits them. So you see, with a lead magnet your business is open all the time! Even when you’re asleep, out with your partner or having a much needed break!

There are three stages to attracting more prospects and are shown in the diagram below:

Lead Magnet Creation

The formats available are document (PDF), audio, video or a combination. Your choice depends upon your market and the sort of services you offer.  For example:

• A law firm would use text and audio than video unless it is showing people how to fill in a particular form
• A photographer may be better to have a document and video rather than audio
• A recruitment agency may have multiple magnets according to whether they are attracting candidates or clients. For clients, they may find audio better than text. While for candidates, it may be both audio and video. But, this really does depend upon the topics shared.

The one format that builds intimacy faster is audio for the simple reason that people can hear you, your passion, your commitment and that builds the like, know and trust faster.

On the other hand, reports and videos enable you to explain complex topics. The length of each depends upon your topic but keeping it short so people can consume and want more.

Publishing – Which Web page?

You can have your magnet on several pages:

• Homepage
• A special page showing more information. Something like a sales page
• Added to specific pages as a supplement to the content

The purpose is to expose everyone visiting that page to your content and magnet.

You ask people for their email address, and more if that’s appropriate for your market, in exchange for the material. Yes, they can immediately unsubscribe once they have your information, and accept that there are some people who take all that’s on offer.  But, they may come back later when it’s right for them!

It’s having their email address that enables you to foster a relationship. It enables you to send them your newsletter, invite them to seminars or forward items that supplement the magnet information. Lead Magnets are integral to marketing your service business.

So we have two activities completed – creation and publish. Now, let’s look at the third element – Promotion.

Promotion

Even though you’ve created the material you know is wanted by your market, you still have to tell them it exists. And, this needn’t be difficult; it can just be a change in the way you promote your services now.

Add details onto your business card, email signature and forums and groups etc. This gives you an opportunity to offer value without being service led; without having to be there to deliver. Now you are open all hours and your promotions are geared to people having the material rather than making the sale.

Be clear before you promote your magnet, even before you create, just what you want to achieve and how you plan to do it. Then, it will be easy to follow up with people, building your reputation and making many more sales along the way.

Why Lead Magnets

This post opened with the market being tough but it is also part of the changing marketing landscape where the buyers search for independent, value-centred information prior to buying. They are less likely to accept sales oriented material as acceptable.

Lead Magnets make the intangible tangible. People are able to experience your approach, your thinking before having to risk paying for a service that doesn’t deliver or delivers with high costs attached.

By having lead magnets, you offer a no risk way for people to learn more about your services, your approach while enhancing your position as an authority.

To find out more, register for the F R E E Lead Magnet Seminar on 10^th February 2010 at 7pm GMT 2pm EST

What’s your differentiator?

Marketers bang on about

• Differentiation
• Your USP
• What makes you different

But, how many explain how to do it?

Finding your USP (unique selling proposition), to some, is a dark art, but it needn’t be! Having read this article you will have clarity and steps to sharpen your USP and, keep it sharp.

To differentiate is the something different you offer from the competitors. In a crowded market, you may feel that there isn’t room for another firm. And, you are right, if that firm is a clone of something already there. There is always room in the market for someone delivering their services through a different approach or combination. And, that is the reason for prospects becoming customers or clients.

So, with pen and paper, write down what you offer with regards to each of these:

1. Your approach
   This comes from the people within your business. If there is only you, then its you! It’s about how you interpret your learning and the impact that has on the way you deliver your services.
2. Services & Products
   Whilst you may have clear differences now, it is harder to maintain differentials purely on this level. Even the global brands continually innovate to stay in front and whether that is with the recipe, product placement or being seen with other cool brands, staying on top requires a hefty budget!
3. Experience of the market or your prospects
   If you have detail experience of a particular sector, then you can use this to your advantage by being able to address the market from a position of authority. As a general rule, people will happily buy from someone who is perceived as an expert or an authority in the market and subject area.

   Don’t fall into the trap of many professional service firms that “we work with everybody” Remember: Nobody is everybody! By saying you serve a particular market or subject gives your listener, reader, prospect an understanding of what you are about and whether that is for them.

4. Background
   Where you have come from informs where you are now. It informs your approach and how you process ideas, material, problems and dissolve distress. Even your accent plays a part in how you are perceived by people. And, in an increasingly global market, this isn’t limited to accents relating to class, but regionally too. Consider regionally to be Scottish, Southern States of America, East Coast, West Coast and an Aussie accent. These will all resonate with people differently. Make the most of those cues that increase the attractiveness for your firm.
5. Skills and Education
   Both of these inform your approach. And, these are the easiest ways of ensuring your approach is continually evolving which means your USP and differentiation evolves too. And, isn’t that what you want?

   Your skills and education aren’t limited to your area of expertise. Expanding your skills into other areas helps to sharpen and continually develop your differentiation. For instance, a lawyer with skills in NLP, coaching and marketing will approach clients differently to one without those skills. This can be applied to any professional service provider. And, yes, there is still pressure on maintaining your professional development, this is only part of what makes you the firm to work with.

Sometimes, people feel they have to deal with those who have extensive knowledge and experience in their field. And, this is tough when first starting out or shifting the sort of people you want to work with.

3 Steps to uncover your USP

You need a sure fire way to uncover your uniqueness and this works for start-ups as well as established firms.

1. Go through all the feedback you’ve received. This can be appraisals, testimonials, emails, comments on feedback forms and what your friends say.

1. Pick out the themes. There will be qualities running through and these form the first part of your USP or differentiator. Because you are working from existing feedback, you can ask the authors whether you can use their comments as testimonials. If, for whatever reason, you don’t feel comfortable with this at the moment, start to articulate how these qualities make a difference to a customer’s experience.
2. Practice these at your networking events to gauge reactions and encourage conversation. For, it is through these that more of your uniqueness will show through.

You’ll know when you’ve got a real handle on your USP when you start using the words effortlessly and unconsciously.

You’ll notice your marketing materials starts to sparkle.

You’ll notice more enquiries.

You’ll feel much more attractive with more sales.

But wait, don’t stop there. Marketing is not an event, but something continuous.

So each time you interact with prospects and clients ask for feedback using these questions:

1. What did you want to resolve?
2. How do you feel as a result?
3. What concept or element helps you most?
4. What specific results did you get?

Choose when to ask all or a combination. This means you have a steady stream of new feedback to help you maintain your differentiation. And, if you ask the permission, you can include these as testimonials.

Being  or feeling like a “me too” business will be a thing of the past!

Photo – creative commons http://www.flickr.com/photos/mgifford/2993595189/

Wishing all readers and visitors a wonderful 2010

In business, we sometimes forget just to sit back and take in the moment that we are all connected and all want the best

• the best value
• the best clients
• the best advice
• the best reputation
• the best conversions of prospects to clients

in receiving as well as giving.

Click here to view the embedded video.

What are you going to give differently in 2010?

You know what they say about making things happen, you first have to decide w3hat to do, write them down and then tell people your intention.

Well, here are my resolutions, yes I know its a couple of days early, but….

1. Keep to having three critical thinking slots in my diary on a weekly basis.
   I usually get caught up in the doing whether that is with client work or my own marketing and then I lose sight of the goal.
2. Promote the MaxWebLive page on Facebook so more people get marketing tips and can offer their own through the page. By the end of 2010, the page will have in excess of 1,000 fans – a great way to interact with others whilst learning. Be one of the trendsetters and become a fan now!
3. Be more vocal about the successes achieved using the Marketing Iceberg System both internally and with clients
4. Use the telephone more to chat to prospects and clients. This isn’t about cold calling but moving off the text medium quicker.
5. Demonstrate how video brings in enquiries

So, what are your resolutions?

If you need to have more information or skills to realise your resolutions, please add your question on the form to the right above…. looking forward to making your 2010 your most successful yet!

Before we get into 2010, let’s review what the Have More Clients predictions were for 2009:

Prediction 1:  Get a Twitter Account

Well, it was said that Twitter was a “phenomenon that is set to take the world by storm” was accurate. What wasn’t really understood a year, just how the storm would affect us all!

Prediction 2:  Create a Group and Fan Page on Facebook

This is mostly right with the emphasis on Fan Page rather than group.

Prediction 3:  Groups and Networks
This one didn’t really pan out as well as the previous two. This could have been down to the emphasis on creating open networks than setting up specific groups.. but this will be with us in 2010

Prediction 4:  Information Products

This one too, wasn’t as big as I had anticipated. But, will still be with us as people get to grips with how to make the most of their time, and knowledge to get the best returns on their efforts

Prediction 5: Google Applications

Well, with MaxWeb, the propriety social media training programme being delivered through Google Reader, this has certainly been a turning point in how we use these applications. Also, by using Google Alerts, you are better able to track who is saying what about you and your products and services. Perhaps, there is still more opportunities here as more people get online.

Prediction 6: Subjects, Titles, Headings

Well, as people’s lives become busier, the importance of standing out from the crowd and getting your email opened, pages ranked became a much talked about topic. But, it could change in 2010 particularly with search marketing …

And now with the 2010 predictions!

1. The iPhone takes over
   The iPhone dominates the smart phone handset in 2010 with the Apps store offering so much more for business owners. You can get your own apps icon written and offered through the Apple Store or from your website. And, please don’t think for one minute that this isn’t for you. Now is the time to consider how best to deliver excellent customer service… and an app could well help with this!
2. Being on the Internet is a must for all businesses
   Being active on the internet ceases to be an option as people move from watching TV to being on the internet. There’s been a 2% swing in just two years. You have got to be where your market is looking and consuming.
   
3. Creating content remains hot!
   Both in terms of creating and managing resources. As people implement the 4 Cs – creating, capture, collect and categorise so they become second nature, their presence and market attraction become sticky with sales resulting.
4. Search Marketing or Search Engine Optimisation falls from the essential tools for businesses in 2010. This is due to the algorithms used by the search engines become more sophisticated and can determine whether people like a page for its content than just whether a page is optimised for that content.
5. Video is used more and more
   Even though we are still in a recession and video is expensive, it will be adopted more and more by businesses. Don’t limit your thinking by headshot videos as you see on current affairs programmes, there are lots of different ways to have video – screenshots, images to music, slideshow, screencasts to name four!

This is a volatile time in marketing, so the predictions for 2010 are limited to five. As it gives you the opportunity to embrace those elements untouched from 2009 and make headway with the hot topics for this year.

Want to know more ways to have more clients? Discover how to use Twitter for Business with a *free report*  at http://havemoreclients.com

People can be forgiven to push one activity into lots of different channels eg  Facebook and Linkedin to name two. After all, it’s only for a very few that marketing is a full time occupation.

But, is Twitter the driver for all applications?

I say No. For the simple reason that Twitter has its own vocabulary and, even though there are millions of users, not everyone will be familiar with it. You could be reducing your impact by continuing to use it. To quote Lee Iocacca, “Talk to people in their own language. If you do it well, they’ll say, ‘God, he said exactly what I was thinking.  And when they begin to respect you, they’ll follow you to the death.”

And this is really what you want from your social media activity. You want a loyal tribe;  a tribe that consumes your products and services. You certainly don’t want to be expending effort on creating tribes on the different platforms to find that people hide you because of your constant twittering.

If Twitter is a receiver stream, what are the driver streams?

And, these are ever changing and certainly will change in how people rank their usefulness to them.  For all the sites where you are able to create material whether that’s a status update, a blog post, new video or podcast, these are the driver streams. And, it is from these streams that you turn on the link to Twitter but not in reverse!

The upshot is that people will be consuming your material in an ‘original’ form and in a way they understand.

You are then able to decide how much more you want to do on Twitter in terms of original postings.  But then it’s the community aspect to participate in and that doesn’t need to be broadcast around the internet.  As Lee Iococca says, “and, when they begin to respect you, they’ll follow you to death”

Let me know whether this struck a chord with you. Do you have your twitter posts streaming into lots of different sites? How has that worked for you?