Never Prospect Again Never Prospect Again ! Get your clients to come to you rather than the other way around Everybody has to get customers but most dislike how they have to go about getting them Hate the hunt for new business and realize customers hate it too! A better way to do business Whether you have a business of one or of 100, we can probably agree on a few things: Want to succeed and not fail Want to succeed on own terms and not fail by anyone’s definition Know the odds of failing are greater than odds of success – you persist Happily, reasons for success are known as are the reasons for failure Willingness to risk – only security is willingness to deal with insecurity Hard work – df entrepr – work 80 hr wk for self vs 40 for someone else May not know the # 1 reason for failure What do you think it is?

The Creative’s Challenge Never Prospect Again The Creative’s Challenge #1 reason for failure Run out of money Not the idea but inability to attract enough customers SMB Creative’s challenge To say you are “in” business, must be able to “stay” in business Must get new customers Get it but, don’t like activities associated with “getting new business” May sound counter logical but most smb owners feel dislike their choices Marketing invented for big co with big $$$, don’t work for small, w/small$ Social media – complex, confusing, ever changing Sales – lots of issues in particular “the hunt for new business” hate and have learned customers hate it too All take time, money and energy – often in short supply for busy entrepreneur Most of the drama comes from having to hunt for new business: Chase strangers in hopes of getting noticed, getting interest, talk to long enough to discover if can benefit from what you do – then do those things you need to do to earn their preference, commitment – all so you can have the opportunity to practice your craft At their core most methods are about “finding people to sell, then selling the people you find” - 80% of the headaches come from the front end part where you have to hunt for new prospects – customers hate it too! Often people wish they had a better way to do business!

My Slow Epiphany - There is a Better Way Never Prospect Again My Slow Epiphany - There is a Better Way The HERO Model Principles and Practices Best selling is no selling Best return on time invested – get R, not I Hassle to profit ratio Make referral generation the driving force in the growth of your company My epiphany Always focused on teaching people how to sell – but the best selling is no selling Notice people met with or worked with when asked how they get customers say things like: “Good at what we do, clients like us, send us business – we have sales & marketing plans around here…but very profitable…don’t worry much about selling” Look for a good wife or act like a good wife Always believe that people that are very good at what they do tend to think alike and do many of the same things – began to notice patterns - started to keep track – teach what I was learning – looking back noticed I hadn’t made a sales call for 15 yrs. Began to think of people who were highly effective at referral generation as heros and realize they were building businesses that were highly effective referral organization Felt if could organize the principles and practices of these HEROs into a simple to use, easy to understand system, I could make a huge difference for small business owners everywhere. That goal became my book.

Everyone Loves Referrals Never Prospect Again Everyone Loves Referrals Most people know about referrals – Like them, Want more of them Love to get all their customers by referral But Few have any model, plan, strategy or method to get them, let alone, get all their prospects by referral No tracking or measurement Here’s what’s odd… 83% of satisfied customers say they would give them, but only 29% do When asked why not…they said… What about you? What keeps you from having all your prospects come to you by referral? When ask why not, always get similar responses Too busy - Don’t like to ask - Don’t know how - Unprofessional Don’t think it’s possible to get all business by referral Really just excuses – major reason why people do not have 100% referral businesses is they never decided to have one. Most agree that being able to do business by referral would be a better way but when pressed they tend to fall back on the idea that word of mouth is unreliable, unpredictable and so, uncontrollable. The must common concept of referrals is that a referral is the reward for a job well done. Based on the belief that some how - if you do good work and your customers/clients enjoy the process, they will tell others and those folks will automatically contact you ready to buy. There is really no guarantee that happens. If you are new to business and do not have customers that can provide you with referrals – sort of left out of the word of mouth game.

Why you want referrals May never need to prospect Never Prospect Again Why you want referrals May never need to prospect Never worry about getting liked, followed or connected May eliminate your marketing budget Enter the process further along Access competitors do not get Buyers predisposed to trust you More receptive to discovery? Overall process is shorter Higher win rate More profitable clients Less negotiation Less need for selling Referred buyers tend to buy faster, stay longer, spend more, refer more Felt if could organize the principles and practices of these HEROs into a simple to use, easy to understand system, I could make a huge difference for small business owners everywhere.

What does it mean to get referred? Never Prospect Again What does it mean to get referred? Most people say word of mouth – not the only way to get referred Really a perception – how your friends, associates, clients, people that know you – see you and your capabilities Your refer-ability is a measure of the likelihood that someone believes in you to the degree they are willing to introduce, endorse, recommend or otherwise refer you to people they know An introduction, endorsement, recommendation or referral given by someone that knows you, believes in you and your ability to deliver value to someone they know. Means to your end goal of obtaining a new customer – must convert – have to connect before you have a chance to convert

If you want referrals, have to be refer-able Never Prospect Again If you want referrals, have to be refer-able Perception have of you that makes them want to tell others about you Function of being good at what you do and Providing an experience people want to tell others about Build a company you can be proud of and that people want to refer How do you know you are refer-able? You know if you are refer-able if you are getting unsolicited referrals or people are receptive to your requests if you ask – you know by how they react – if you never ask, skip the 2nd question, you won’t know the answer Simply put, you have to be the kind of person or have the kind of co people want to refer Start by getting better at what you do, giving better service, sit The best way to get referrals depends on your individual situation, what stage of growth your business is in, and what you want to accomplish for your business. Starting out is different than when you are fully booked: Go for introductions first – build your network of help – people that know you from some context and trust you and naturally want to help by introducing you to people that may or not become your customers but they give you chances to demonstrate who you are and what you want to do Have to know how to ask, when to ask and how to approach people so that they are willing to help – tactics covered in the book Best time to ask is after you provided your service – client review

Can’t get to referral heaven on good works alone Never Prospect Again Can’t get to referral heaven on good works alone No guarantee A satisfied customer will refer you Referral will contact you Referral will accept your call They will become your customer Have to become proactive – take charge of your own referral generation effort Develop your “ask” strategy but use only after you serve them Tell everyone In order for someone to be willing to refer you, they have to believe in you and trust that you can and will do what you say for the people they send your way. Reciprocal nature of referrals. Must be able to explain what you do and do not do Who you want to do it for Your process for delivering value to your referral Your process for working with your referral Assuming they agree to refer you Want to educate them about the profile of your target customer Prep them about how to recognize a candidate Teach them what you want them to say Ask them to support your sales effort (collaborate with you) – introduce you if possible

Referral Success is Progressive Never Prospect Again Referral Success is Progressive Must be refer-able Get referred – give referrals Get more referrals Get better referrals Get better sources for referrals Get better with the referrals you get Keep getting referrals for the life of your business

First Things First Make the decision Make it a goal Never Prospect Again First Things First Make the decision Make it a goal Embrace continuous improvement Create your plan Implement your strategy Make referral generation the driving force in your co Must believe in the possibility – willing to ask – ask the right way You deserve to be referred Your clients prefer to meet their resources by referral Friends want to help friends Friends benefit from helping their friends – enhance relationships People that meet their providers by referral tend to refer more Everything flows from trust – so to be trusted must demonstrate you are trustworthy Make it a goal – need to do things differently or do different things Change strategy – raise standards, success of approximates, continuous improvement – things get better as you do Need a plan Choose your strategy based on where you are now – want to go Introductions, get more referrals, better referrals, better sources of referrals Make the pursuit of referrals – the way we do things around here Above all take action – power of cumulative interest

Start Referral Relationships Never Prospect Again Start Referral Relationships Network of help Network on purpose Two favors first Clarity What do you do What do they do Who is your customer Cues someone is a good fit What you want said about you How do you work Can you trust this person? Elite partnerships Winning referral habits

Best Time to Build a Referral Relationship? Never Prospect Again Best Time to Build a Referral Relationship? What did you take away from this session? What can you do to increase your refer-ability? What are you going to do different / do differently? Who can you refer? Who can refer you? What’s your first step? What did you take away from this session?

Our Offer Contact me and get on the list www.pembertoncompanies.com Never Prospect Again Our Offer Contact me and get on the list www.pembertoncompanies.com djp@pembertoncompanies.com 303-773-6997 First ten callers – complementary analysis – coaching session First ten callers – get free copy Order one copy for yourself – get one free for someone you care about – December release