1. MARKETING AT THE NEXT LEVEL CREATING A REFERRAL MILL

2. A GOOD PLAN MUST: 4 BE DESIGNED INTERNALLY BE IMPLEMENTED WITH EXISTING STAFF NOT BREAK THE BANK

3. BUDGETS 5 INVEST TODAY’S DOLLARS TO ACHIEVE TOMORROW’S SUCCESS IF THE MONEY IS IN THE BANK, WE DO NOT NECESSARILY HAVE THE RIGHT TO SPEND IT PERSONALLY 4%, OR EVEN 10 %, –IS NOT A GOOD RETURN ON OUR MONEY

4. BUDGETS 6 200% IS A GOOD RETURN 400% IS EVEN BETTER THE LARGER THE PRACTICE, THE LARGER THE VALUE WHEN SOLD

5. RETURN ON INVESTMENT 7 DESIRED REVENUE INCREASE DIVIDED BY THE RETURN ON INVESTMENT EQUALS THE AMOUNT REQUIRED TO FUND THE PROGRAM –$20,000/ 4:1= $5,000 RETURN SHOULD BE MEASURED IN MONTHS, NOT YEARS

6. ANNUALIZED RETURN 10 YELLOW PAGES = 12 MONTH EXPOSURE PERIOD TAX SEASON NEWSPAPER AD = 2 1/2 MONTH EXPOSURE PERIOD 1920 % RETURNS ARE GREATER THAN 4%, OR 10% RETURNS

7. % OF REVENUE APPROACH 11 X% OF GROSS REVENUE BECOMES MARKETING BUDGET BEST SUITED TO ESTABLISHED FIRMS THE POWER OF COMPOUNDING –See page 12

8. POLISH YOUR PACKAGE Visual Appearance of Office & Staff Visual Appearance of Work Product Hours Impact of Telephones –How Answered –Answering Machines –Time to Returned Call

9. IDENTIFY SERVICES Review Each Existing Service Identify New Services You Like Identify Your Competitors’ Services

10. INVENTORY EXISTING CLIENTS Business Clients First On a Spreadsheet With Files in Front of You Be Specific List Services Being Provided Determine Services Which Would Benefit Clients

11. CLIENT SATISFACTION SURVEY Send to All Clients, Past & Present Must be Anonymous Seek Reaction by Service –All Existing Services –All Identified Services Seek Reaction by Staff Person Encourage Comments Encourage Referrals

12. 4 MOST IMPORTANT QUESTIONS Have they utilized service Were they satisfied Was the price reasonable based upon benefits received Would they recommend the service to a friend

13. DEMONSTRATE NEW ATTITUDE Wait 30 days & call clients –Explain they are valuable to you –Explain you care about them –Encourage them to contact you more often –Talk about client survey Follow up with personal note –Thank them for their time –Thank them for their input –Let them know you want to help them –Let them know you are accepting new clients

14. ONGOING SATISFACTION SURVEY Send with each completed report Postage pre-paid Postcard size Provide space for a referral Follow up randomly with 10% phone calls Shows concern Opens new areas of service Ask for referrals

15. PROMOTE NEW SERVICES Follow survey by 30 days Letter based upon client inventory Provide testimonials Show benefits Ask client to call for appointment Do second mailing in 30 days Follow up with call in 2 weeks

16. CAPITALIZE ON CLIENT SATISFACTION Strike while the iron is hot Ask if client is satisfied Ask if they know anyone else who could benefit like they are Get names in writing, then Ask client to contact their friends Let client know you will follow up with them in 2 weeks

17. FOLLOW UP IN 2 WEEKS Call existing client to see if they remembered Reinforce their satisfaction Seek permission to follow up directly with prospect

18. CONTACT PROSPECTS By letter Refer to existing client Explain service being proposed Use testimonial Describe benefits Create deadline Call for action

19. FOLLOW UP WITH PROSPECTS Wait 2 weeks Second letter, including copy of first letter Re-emphasize benefits Hand written note in margin Additional testimonial Ask if their accountant cares this much Cc to your client

20. REWARD YOUR CLIENTS Letter to existing client when prospect contacts you Simple gift to referring client –To place of business –Cc to new prospect –Ask for more referrals

21. REWARD ADDITIONAL REFERRALS More impressive gift Again to work place –Cc to prospect Ask for more referrals Personal call to thank client Follow up letter in 2 weeks –Cc to new client –Ask for more referrals

22. REPEAT PREVIOUS STEP Even more impressive gift To work place –Cc to prospect Ask for more referrals Follow up in 2 weeks –Cc to prospect –Ask for more referrals

23. REPEAT PREVIOUS STEP Again, and Again With existing clients With new clients

24. MONITOR Maintain new attitude Don’t appear too busy Always ask for referrals from happy clients Don’t ask for referrals from unhappy clients Ask unhappy clients how you can make them happy Show your concern - and reward unhappy clients also