1 Referral Marketing How to Target Neighbors of your Best Customers
Nov 12, 2014
1
Referral Marketing
How to Target Neighbors of your Best Customers
Session Framework
•Engage with your best customers.
•Start off small.
•Test measure & repeat. •Five action points to start today.
Session Framework
•Cole Directory published in 1947.
•Crisscross directory of addresses and phone numbers.
•Invaluable information for a number of industries:•Telemarketing•Debt collection•Law enforcement
•Today, online lead generation for small business.
Background
Features:• Webinars• Articles• Buddy’s Blog• Resources
Referral Marketing
•Word-of-mouth promotion.
•Usually happens organically.
•Cole can help you influence new customers.
Referral Marketing
• Don’t leave this to chance!• Consider your 10 BEST customers:
– Age– Home worth– Length of residence– neighborhood
Cross-promote referral opportunities!
• Reasons to call:– Birthday– Anniversary– Policy renewal or recent order:
• Thanks for your business.• Build customer base with friend referral.• Incentivize!
Referral Marketing
Thecrazyfilmgirl via flickr
Approach and Offer
–Introduction:• Be clear
– “Hi I’m Lora Ullerich, your local Allstate Agent…”
• Stress local – Differentiates you from those UNKNOWN callers.
Approach and Offer
• Approach:– “I just wrote a new policy for Bob Smith and was
able to save him a bunch of money on his homeowners insurance.”
• Alternate: – “Bob Smith is a good customer of mine and gave
me your name.”– “Your neighbor, Bob Smith, recommended that I
call...”
Approach and Offer
• Offer:– “I would like an opportunity to quote on your
homeowners insurance to see if I’m able to save you money like I was able to for Bob?”
– “Could I set an appointment to stop buy and prepare a quote for your homeowners insurance?”
– “Is there a better time I can call and ask questions to prepare a quote on your insurance?”
Neighborhood Search
•Google Map technology
•Accurate information
•Easy to use
Once again, track and measure
Again, Track & Measure
Referral Campaign Benefits
• Working referrals= Revenue Generator– This approach will make you more successful at
working renewals
Plus
Referral Campaign Benefits
• It creates a sound foundation for success at the next level in direct marketing.
Marketing
• If you:– Don’t do your homework– Don’t know which approach and offer works best– Buy a list, pick a postcard with a pretty picture and
mail it to everyone
You’ll fail every time.
Five Action Points
• Pull your best customer files.
• Create a script.
• Offer incentives of value.
• Start off small.
• Track and measure.
www.colecommunity.com
8