two strategies for developing solid referral relationships a complete training series

Two Strategies for Developing Solid Referral Relationships

A Complete Training Series

Objectives for This Training Series

• Learn How to Get More Referrals From Your Best Clients

• Learn How to Get More Referrals From Your Professional Relationships

• Learn How to Engage Your Clients in a Client Maintenance Program

• Learn How to Effectively Transition to an Estate Planning Business From Other Areas

How is This Training Organized?

• General Audio to Provide Context and Understanding of the Two Strategies

• Specific Supplemental Audio Specifically Addressing Each of the Four Training Areas

• Specific Supplemental Scripts, Templates, and Documents Addressing Each of the Four Training Areas

Why Don’t Our Advocates Advocate?

• They Have to Value You Enough to Refer• They Have to Understand That You Are

Growing Your Business• They Have to Understand Who You Are

Trying to Serve• They Have to Know How to Make an

Introduction to You

Do They Value You Enough to Refer?

• Have You Solicited Feedback From Your Best Clients?

• Are They Satisfied Clients or Raving Fans?• What Can You Do To Improve Their

Experience?• How Do They Feel About Referrals?

Do They Clearly Understand That You Are Growing Your Business?

• Clients Have to Clearly Understand Your Growth Objectives

Can They Clearly Identify a Prospective Client for You?

• Have You Clearly Explained to Your Clients Who Could Use Your Service?

• Could Your Clients Easily Filter a Room of 100 Potential Clients for You?

Do They Know What to Do When They Meet Someone Who Needs

You?• The Problem With Name Droppers• Do You Have a Plan With Your Best

Advocates?• All Advocates Are Not Created Equal

How Will These Strategies Help You?

• A Professional Way to Talk to Your Clients About the Growth of Your Business

• A Professional Way to Introduce Your Clients to New Services and Concepts

• A Professional and Simple Approach to Discussing Referrals in a Way That is Effective

• Invaluable Feedback From Key Relationships

The Two Strategies You Will Learn

• Interactive Client Surveys- A Structured One to One Session With Key Clients

• Focus Groups- Small Groups of Clients and Relationships Helping You Grow the Practice That You Want to Build

What Will You Get From Implementing These Strategies?

• Better, Open Communication With Best Relationships

• More Qualified Referrals• Higher Client Retention• Higher Client Satisfaction• Two Diverse Methods That Will Play a Key

Role in Your Future Business Development

Finally, the Answers to These Questions

• How Do I Get More Referrals From My Clients and Referral Relationships?

• How Do I Get the Professionals in My Community to Refer Me Business?

• How Would My Clients Respond to A Paid Client Maintenance Program?

• How Do I Transition to Estate Planning From Other Areas of the Law?

Strategy One-Interactive Client Surveys

• A one to one meeting designed to ensure that your best relationships and clients clearly understand what you do, why you’re different, who you work with, and how they can help you in your efforts.

Benefits of Interactive Client Surveys

• Client Base and Referral Base Truly Understands Your Capabilities

• Client Base and Referral Base Understand Your Ideal Client Profile

• You Receive Invaluable Feedback From Key Relationships

• More Referrals• Higher Quality Referrals

Step One- Develop Your Objectives

• What Do You Most Want to Talk to Your Clients and Relationships About?– Client Maintenance Program– Referrals– Your Transition From Litigation to Estate Planning

Step One (cont.)- Develop Your Objectives

• What Do You Want to Learn From Your Clients?– How Will a Client Maintenance Program Be

Received?– How Can We Get Referrals More Effectively– How Can We Ensure Our Relationships are Aware

That We Do Estate Planning

Example Objectives (Client Maintenance Program)

• Fully Convey the Client Maintenance Program and the Perceived Benefits it Would Have

• Get Feedback on What Value Our Best Relationships Feel the Program May Have

• Understand What the Clients See as the Downside to Participating in a Client Maintenance Program

• Learn How to Effectively Approach the Topic With Clients in the Future

• Better Understand How to Convey the Benefits

Step Two- Selecting Participants

• The Rule of 100– If I had 100 of this relationship, would I have a

lucrative business?

• Who is Most Likely to Help With the Challenges You Face and What You Want to Learn

Step Three- Select Location for Meeting

• Private Office Setting• Alternatives to Office

– Their Office– Conference Room– Restaurants – Social Settings

Step Four- Structuring the Meeting

• Introduction (3-5 minutes)• Presentation (15-25 minutes)• Discussion (20-30 minutes)• Written Survey (10 minutes)

The Introduction

• The First 3-5 Minutes Designed to Communicate Purpose and Objectives of Meeting

– Example Introduction for Client Maintenance Program

The Presentation

• Give the Client a Thorough Overview of What You Want to Talk to Them About

– Client Maintenance Program– The Evolution of Your Litigation Practice– The Business Plan You Have for Growing Your Business

Discussion Questions

• The Questions You Need to Ask to Get Their Feedback (Example Client Maintenance)

– What do you feel is appealing about the approach?– What do you see as the least appealing aspect of the

approach?– How do you feel the approach would be received by my best

relationships?– When is the most appropriate time to address the approach?

Written Questionnaire

• Written Survey Getting Feedback on Their Experience– On a scale of 1 to 10, how well do we communicate?– How can we improve your experience?– What is the most valuable aspect of our service?– What is your greatest concern?

Step Five- Scheduling the Meeting

• Personal Invitations– Face to Face– Telephone Script Example

Step Six- Conducting the Session

• Introduction (Example)• Presentation (Example)• Discussion Questions (Example)• Written Survey (Example)

Step Seven- The Follow Up

• Thank You Letters• Action on Issues of Concern• Action on Opportunity

– Example of Client Maintenance Program

Results of Conducting Interactive Client Surveys

• Clients Are Engaged in Your Business• More Business From Existing Clients• More Referrals From Existing Relationships• Improve the Clients Experience Through

Their Feedback• Professional and Comfortable Approach to

Difficult Issues

What is Included in Supplemental Training

• Detailed Step by Step Instructions Including Objectives, Invitation Scripts, Introductions, Discussion Questions, Survey Questions, Agendas Along With Audio Clearly Explaining Each Step

Strategy Two- Client Focus Groups

• A Small Group of 6-8 Clients or Influential Relationships Who Come Together to Help You Accomplish Your Objectives

Some Uses For Focus Groups

• How Will My Clients Respond to A Client Maintenance Program?

• How Can I Get My Best Clients More Engaged in the Referral Process?

• How Do I Better Educate My Former Litigation Clients About My Estate Planning?

• How Can I Work More Closely With My Professional Referral Partners?

Understanding the Difference Between Focus Groups and ICS

• Benefits of Interactive Client Surveys– Highly Personalized– Very Detailed Discussion– More Client Bonding

• Benefits of Focus Groups– More Time Efficient– More Brain Storming Opportunity

Benefits of Focus Groups

• Client Base and Referral Base Truly Understands Your Capabilities

• Client Base and Referral Base Understand Your Ideal Client Profile

• You Receive Invaluable Feedback From Key Relationships

• More Referrals• Higher Quality Referrals