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#3 of 10 – Mistakes made in referral marketing
#3 –Giving bad referrals – you reap what you sow. Referrals are like gifts. Ever been given a pair of socks for your birthday? What was your reciprocal present like? Thought so! Not that you should...
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#4 of 10 – Mistakes made in referral marketing
#4 – Fail to prepare…you know the rest, dib, dib, dib, dob, dob, dob. You have to know what you are looking for in terms of a referral. And you have to know how to ask. Nicely, would be good? Clearly,...
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#5 of 10 – Mistakes made in referral marketing
#5 – Fail to ask permission. What does that even mean? Quite simply it is okay to talk with your client about mutual referrals. “Is it okay if I ask you about people that you know that could be helped...
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#6 of 10 – Mistakes made in referral marketing
#6 –Not knowing your client’s goals and ambitions Do you really know your clients inside and out? Usually when I pose this question during a seminar, everyone says, ‘yes, yes, of course’! Then I ask,...
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#7 of 10 – Mistakes made in referral marketing
#7 – Know when to ask for referrals Make time to spend time with your clients at the right time! When you do this you will be able to talk about your work with them, your business and approach the...
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#8 of 10 – Mistakes made in referral marketing
#8 – Show some gratitude If someone is kind enough, thoughtful enough and knowledgeable enough to give you a referral say thanks. Whether that referrals leads to business or not. Say thanks. Not hard....
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#9 of 10 – Mistakes made in referral marketing
#9 – Failing to qualify Referrals are great in any business. However they still need to be qualified. Otherwise we are just back to base 1, meeting people who are not yet ready to buy what we do. If...
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The dysfunctional new business system
Why do agencies use the same practices over and over for new business despite the evidence that says it doesn’t work? Well not very well at least. Let me put forward my main explanation. Chances are...
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New Business / Splitting the Atom
Do you know how physicists split an atom? No, me neither, That is why I have wisely used that analogy to talk about how agencies can find more clients. Of all the hundreds of agencies that I have...
View ArticleThe Homer Simpson loop for (agency) new business people
I heard it said on linked-in last week that the demand for new business people is about to rocket, it was on linked-in so it must be true right? Oh and a recruiter said it too, let that be proof if...
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You need an edge in new business.
This is a response to an article I recently read in PR Week – see here You’ll never understand selling unless you understand buying. How people buy (PR or other creative services) is where you should...
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The problem with wish lists and lead generation
Agencies often come up with wish lists to create direct marketing campaigns. Normally a variation on e-mail, direct mail follow-up telephone calls and so on. The criteria for the list is usually...
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