1. 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?

2. 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!

3. 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.

4. 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.

5. 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.

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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?

13. Our Offer Contact me and get on the list www.pembertoncompanies.com
Never Prospect Again
Our Offer
Contact me and get on the list
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