referral relationship experts series: marrying marketing and sales
TRANSCRIPT
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Truman TangSenior Advocate Marketer, Influitive@trumantang @influitive
Marrying Marketing & Sales To Generate More
ReferralsJoanne S. BlackFounder, No More Cold Calling@ReferralSales
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Housekeeping
Join the conversation on Twitter!@ReferralSales@trumantang @influitive#advocatemktg
Questions welcome!
The slides will be emailed to you after the webinar.
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Don’t miss out on any more high-quality referral leads!1. Referral selling (Joanne)
• The power of referrals• What gets in the way?• 5 step referral system
2. Advocate marketing (Truman) • Buyers are tuning out• Advocates = referrals• Marketing can help
3. Q&A
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I’m Joanne Black • Contrarian• Social media advocate• Cold calling opponent• Leading referral selling authority• Straight talker
Welcome to Referral Selling!
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1. Getting the meeting at the level that counts
Biggest Sales Challenges
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1. Getting the meeting at the level that counts
2. Converting prospects to customers
Biggest Sales Challenges
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Generating Qualified leads is the most important step in your sales process
Joanne’s Point of View
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Get Leads & Get the Meeting
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The “gatekeeper” is on your side
Get a Referral Introduction
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• Arrive pre-sold• Trust and credibility earned• Sales process shortens• Ace-out the competition• No “hard” costs
The Power of Referrals
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Your biggest competitive differentiator
Referral Selling
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Research/IDC• 76.2% prefer to talk to vendors recommended by someone
they know.• 73% prefer to work with sales professionals who have been
referred by someone they know.• 63.9% are open to introductions to new people.
Why Executives Meet with Salespeople
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Do You Have a
Referral System?
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• Written referral sales plan• Weekly written referral goals• Methods to track and measure referrals• Accountability for results
Do You Have a Referral System?
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What Gets In The Way?
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• Intruding on a relationship• Feels pushy & arrogant• Don’t know how to ask• If I have to ask…• They might say “no”
What Gets In The Way?
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• Assuming your clients will refer you• “Pointing and telling”• Forgot to ask• Not implementing
What Gets In The Way
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What It Takes
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1. Make referrals a priority
What it Takes
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1. Make referrals a priority2. Integrate into your sales process
What it Takes
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1. Make referrals a priority2. Integrate into your sales process 3. Create metrics
What it Takes
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1. Make referrals a priority2. Integrate into your sales process 3. Create metrics4. Build skills
What it Takes
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1. Make referrals a priority2. Integrate into your sales process 3. Create metrics4. Build skills5. Implement
What it Takes
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A New Way Of Working• What is your cost of not making the transition to
referral selling?• What are you losing or giving up as a result of this
transition?• What is the cost of doing nothing?
© Copyright 2012
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What’s Your Referral I.Q.?
1. Take your 14 question Referral I.Q. Quiz. Your checklist for referral selling. http://bit.ly/1M54xa0
2. 10 or more salespeople? Let me know. We’ll create a composite quiz for your team.
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Let’s Stay in Touch– [email protected]– 415-461-8763– @ReferralSales– www.linkedin.com/in/joanneblackreferralsales/
Joanne S. BlackAmerica’s Leading Authority on Referral Selling
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Advocate Marketing Experts
Truman TangSenior Advocate MarketerInfluitive
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About Influitive: Advocate Marketing Experts
Influitive’s advocate marketing software helps B2B marketers engage customers and accelerate revenue by mobilizing their army of advocates.
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WHO WE ARE:
200+ customers
$41.5M
in funding raised from top-tier investors
100+employees in Toronto,
Boston, San Francisco & Palo Alto
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Buyers are tuning outWebsite off in the distance, customers at the forefront? Or stats like these?
84% Of B2B decision makers start off the buying process with a referral 59% Of B2B buyers engage
with peers who share their challenges
IT decision makers rely on word of mouth marketing as their primary influencer when making buying decisions
8 outof 10 75%
Of the B2B buying process is complete before buyers come in contact with sales
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ad•vo•cate1. One that promotes the interests
of others.
2. One that defends or maintains a cause
3. One that makes a non-financial investment in your
company
“Your brand is what people say aboutYou when you’re not in the room”
– Jeff Bezos, Amazon
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Shut up and let your advocates do the talking
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REFER ENDORSE EDUCATE ENGAGE
Customers findnew leads
Customers say great things about you
Customers teach prospects about you
Customers provide feedback and intelligence
Referrals
Media Interviews
Reviews
Analyst Briefings
References
ContentDistribution
CaseStudies
SocialPromotion
ContentCreation
ProductSurveys
UserGroups
CustomerAdvisoryBoards
Community
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Why do you need an advocate marketing program?
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DRIVE MARKET
AWARENESS
GENERATE
LEADS
ACCELERATE
SALES
ENGAGE
CUSTOMERS
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There’s a better way to nurture your customers
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Mobilize Advocates
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Invite Advocates into your program and present them with relevant challenges or ‘asks’
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Connect & Engage with Community
Fuel participation and engagement by injecting advocates into your community
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Reward & Recognize
Advocates can spend their points on a variety of perks, privileges and rewards
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The Blackbaud Champions program generated a year’s worth of customer referrals in only 3 months
IN 3 MONTHS
59 37% $213KGenerated Close Rate Of
Marketing QualifiedCustomer Referrals
For 22 ClosedWon Deals
In New Revenue From Customer Referrals
Michael Beahm, Advocate Marketing
Manager
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ReadyTalk formed a highly engaging advocate program resulting in referrals, references and new customer logos closing in record time.
IN 4 MONTHS
190 70 2X33% Of Referred
Opps Closed
CustomerReferrals New SalesReferences
In New Revenue From Customer
Referrals
Bo Bandy, Director of Marketing
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Influitive encourages their advocates to spread their positive sentiment on as many review sites as possible.
IN 2015 THUS FAR
3% 20%Generated
Customer Referrals Of New Leads Of New Business From Referrals
736
Truman Tang, Senior Advocate Marketer
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Summary1. Develop relationships2. Be kind and align3. Go for the ask4. Connect and engage5. Reward and recognize
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bit.ly/b2breferrals
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Thank YouQuestions?
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