Developing More Work from Referrers & Intermediaries

Introduction

A significant proportion of a professional firm's work comes through referrals. Yet most marketing and business development effort is focused on direct contact with new clients.

This virtual classroom session helps professional service firms and individual professionals take a more strategic approach to increasing the business generated from referrers and intermediaries (whether internal, clients or third party organisations) and considers the underlying relationship issues that must be addressed.

What You Will Learn

This live and interactive session will cover the following:

• THINKING AND PLANNING: Develop a more focused and productive approach
• Business development context
• A strategic and planned approach
• Analysis and research
• Segmentation and targeting
• Internal collaboration and systems
• Exercise: Goal setting
• Existing clients - cross-selling and recommendations
• Aims and benefits
• Internal communication
• Managing and prioritising client portfolios
• Assessing satisfaction & obtaining recommendations
• Exercise: Cross-selling action planning
• Working with external referrers
• The needs of different segments (law, accountancy, property, financial etc)
• Activity programmes for influencer marketing
• Content marketing and social selling
• Collaborative marketing
• International associates
• Exercise: Structured programmes and plans
• DOING: Understand selling and build strong relationships
• Sales processes
• Link marketing and selling (thought leadership)
• Sales and selling basics
• Rainmakers & B2B buying process
• DMU & sales processes
• Communication, needs & benefits
• Clarity in your messaging
• Exercise: Sales preparation
• Psychology of relationships
• How relationships develop
• Exercise: Empathy and EQ
• Rapport, NVC and trust
• Exercises: Storytelling & personalities
• Reciprocity
• Key Account Management (KAM/ABM)
• The KAM process
• Selecting key accounts
• Managing a key account
• Exercise: Key account action planning
• Summary

Recording of live sessions: Soon after the Learn Live session has taken place you will be able to go back and access the recording - should you wish to revisit the material discussed.