Sales & Marketing Authority, Bestselling Author & Business Motivational Speaker

Cross referrals between two professionals is a solid way to build a larger client base.  Often solicitors will recommend financial planners and financial planners will recommend bankers and so on.  This model for expansion works because each professional maintains their own client base, and also encourages cross referrals, which actually help improve their reputation.  For example, if one of your clients asks you to recommend a business professional, and you provide them with an excellent referral, then their trust in your ability increases.  LinkedIn is the best way to build a cross referral network online.

Using LinkedIn

LinkedIn is the social media site for the networking professional.  The site focuses on recruiting only professionals, and only those that are looking to build additional business connections.  On LinkedIn you build a network of different providers that you can go to for different things.  Building a broad network that can allow you to help anyone that asks for a referral can be difficult, but it is worth the challenge.

How Network Building Works

The first step to building a big network of disparate professionals is to ask everyone you know to join.  Instead of simply pulling from your email address, contact anyone with which you do business and ask them to join your group of affiliate clients.  Many will do so as long as you include a brief reminder about how or where the two of you met.  By continuing to pursue new additions to your network and asking others to mention your name, you will gradually expand your existing network.  Do not rush this process, quality connections are worth much more than quantity. Once you have an expansive network, it is time to start leveraging it to bring in more clients.

How Cross Referrals make you Money

In the business world, what goes around definitely comes back around.  Cross referrals work, because the more people you refer to others, the more likely you are to be their go to guy for your services.  For example, if you offer bookkeeping services and recommend the same firm for legal advice to everyone that asks, with the request that they mention your name, eventually, the firm will do the same for you.  After all, if you bring them a lot of business and they do not return the favour, you will simply start recommending a firm that will.  Of course, you will need to be cautious and ensure that any company you refer offers excellent service, because in a way your recommendation is then tied to your reputation.  Only refer the best, to keep people coming back for advice time after time.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Marketers can no longer avoid social media, when planning a campaign.  However, not all social media sites are created equal.  Some sites are best for direct retailing, while others are phenomenal for client networking and referral services.  LinkedIn is one of the top resources for client networking.  Unlike the mega giant social media site Facebook, LinkedIn is focused on quality networks, rather than quantity.  The users are professionals, with busy lives and tons of social obligations in addition to work.  This means that gaining a connection via LinkedIn is not as easy as it is through a more relaxed site.  Follow some simple rules when using LinkedIn, and enjoy fantastic success.

1. Be Direct and Concise – On LinkedIn, you are dealing with busy professionals that will not take the time to connect unless they understand the value.   Tell them exactly what you are offering them, or explain what you need.   A simple and direct communication is more likely to get a response.
2. Do NOT Send out Hundreds of Connection Requests – The bottom line is that success with LinkedIn should always be measured in the quality of the connections you build, rather than the quantity.  A network of thousands of people you barely know, will not get you the client referrals you are seeking.  Far fewer more genuine connections will be much more valuable.
3. Never Pass on Spam Requests – Online credibility is all about reputation building.  A single spam forward can negatively impact your reputation with many of your connections.  Avoid the issue, but never forwarding spam.
4. Do Not Generate Spam – LinkedIn is a perfect opportunity to make direct, one-on-one connections with a highly targeted demographic.  However, some people take that as a license to send out bulk requests to everyone in their network.  Like spam email, not only will these attempts never be read, but they will also shrink your network as others disconnect from a perceived spammer.  This is why all one-kick blast messages should be about positive and important information.
5. Keep Current and Stay Interactive – If you profile page is not current, then people are more likely to discount your requests.  If you can not be bothered to update that information it speaks poorly for your professionalism.  Make sure all of your information is current, and check your account regularly.  While you do not have to follow through on all requests from your network, an answer is generally considered to be polite.

Follow these simple steps, and watch as your LinkedIn connections provide actual value.  If you are an accountant looking for clients, check your LinkedIn network for business owners.  Plus, LinkedIn works both ways, so the next time you need a professional service, log on and find the expert in your network.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

There are many people who are uncertain about adding Facebook to their existing marketing campaigns, but it offers such tremendous value and potential, that not pursuing this option is a waste.  Take a look at these statistics provided by InsideFacebook:

• There are over 500 million active members currently using Facebook. Putting it into perspective, if Facebook were a country, it would have the 4th largest population on the planet.
• Facebook has been translated into over 100 languages, penetrating nearly one third of the entire, world wide population.
• Facebook’s most recent quarterly growth rate has shown that active user numbers have increased by over 25% in 47 countries.
• Over 85% of American women have a social network profile, with 95% of them on Facebook.
• More than half of everyone who shops online has a Facebook profile.

That last statistic alone should be enough to get you started on creating a Facebook page.  However, you should know that simply putting up a Facebook page will not be enough.  Unlike other marketing efforts, Facebook requires a considerable amount of time dedicated to it.  You must follow up and interact with potential customers on a regular basis to get any benefit from your Facebook page.

Successful Campaigns and what it Takes

Other companies, such as Target and Morton’s Steakhouse, have experienced incredible success using Facebook marketing methods, so follow in their footsteps and enjoy the same kind of success.

Target launched a Party Planning site through Facebook that gave them an overall 6% increase in sales.  This may not apply directly to you, but there are always industry specific things that you can bring into play.  For example, hair salons have had great results from virtual modeling of hair styles.  Home improvement stores have improved sales using tools like how to guides and virtual design tools.  These interactive tools are a big hit with the general public because they allow them to find solutions specific to their needs.

No matter what the marketing platform, customers like to feel special and unique.  One way that you can offer that is with interactive web tools, but another way is through simple interaction.  When you post your Facebook page, the fans will not magically find you. If you want to grow your fan base you will need to visit related groups, provide helpful information and regularly interact with interested parties.  If you pursue these steps you will see increases in the number of fans for your page.  Some other options for marketing include offering promotional give-a-ways.  Current fans are much more likely to share the page if it offers people something.  Consider all the different promotions you currently run and how they can be changed to accommodate an environment where the consumer is in direct contact.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Marketing immediately conjures up huge expense lines for many business owners, but there are methods to maximise your marketing budget without sacrificing on exposure.  New businesses often don’t have a lot in the way of extra funds to offer marketing services and established businesses may not be doing all they could to effectively market.  Below are a few tips that cost little to nothing beyond time.

Create Partnerships

Working with businesses that are in industries that compliment your own can be a good way to generate new business.  Consider all the other products or services that customers who buy your products would be interested in.  For example, a hair salon might want to start a referral service with local nail salons or spas.  All three are in the beauty industry without being in direct competition.  By referring customers back and forth all of the businesses benefit.  Combining marketing funds to produce joint materials can also help get the most out of a tiny budget.  When two companies share the cost of a bulk mailing it reduces the overall expense for each.  Every industry has the potential for creating a referral network, so start building yours today!

Create Coupons

For service industries, the only cost associated with what you sell is time.  If you offer a deep discount for first time customers, you have the opportunity to build a clientele base.  Going back to the hair salon example, you might offer a free cut with any colour or 20% off on a service of their choice.  Offering free consultations or a package deal can also be helpful.  When you give these types of discounts you get the opportunity to show clients your skills first hand.

Getting the coupons out to the general public can be the difficult part, but approach other local companies and see if they will display them for you.  Providing you are willing to return the favour many other businesses are usually happy to let you set up a small display.  Give family and friends a stack with the request that they pass them out.  Leave some at your church or community centre, and always carry a few with you so that you never miss an opportunity to advertise.

Reconnect with Current Clients

Generating new customers is always nice, but it is far easier to convince old clients to return.  It also makes good business sense to preserve existing relationships as you seek to build new ones.  Picking up the phone or typing a quick email, just to say “hi, how’s it going,” can do more to re-establish a relationship than any other method.  By getting in touch simply to catch up you remind the client that your company is about more than sales, it’s about people.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker