Category Archives: Mistakes in referral marketing

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 something like BANTS (budget, authority, need, timing) job … Continue reading

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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 My point is you’ll never understand selling unless you understand buying.  How people buy (creative  services) is where you should take the majority of … Continue reading

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The 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 … Continue reading

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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 worked with over the … Continue reading

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The dysfunctional new business system

So why do agencies use the same practices over and over to prospect for new business despite the evidence that says it doesn’t work? Well not very well at least. They employ far better strategies for their clients than they do … Continue reading

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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 we … Continue reading

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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. Not tricky. It worries me that … Continue reading

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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 … Continue reading

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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, ‘ Do you know their … Continue reading

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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 … Continue reading

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