As many of you now know, we have launched the first in our series of Plan on Prosperity online workshops, bringing professional marketing training directly to you.
The first course, Building Profitable Referral Relationships, is delivered in ten sessions and designed to help you identify, establish and nurture relationships with key referral sources that will result in a lifetime stream of qualified referrals -- no matter what happens to the federal estate tax.
While I normally would start a marketing education program by focusing on the fundamentals of developing a strategic marketing plan, we chose to begin with this topic because we felt a sense of urgency among estate planners in terms of re-invigorating their referral base.
Respondents to our 2005 Practice Strategy Survey listed "loss of referrals" among their top concerns for the survival of their estate planning practice in a post-tax environment.
Other threats cited by respondents also relate to the need to build alliance relationships with well-informed, well-educated allied professionals, such as a "loss of client motivation" and "pressure to lower fees." Developing strong referral relationships with allied professionals who "get it" is a first-line-of-defense against these types of threats.
Here is a listing, with explanation, of each of the ten topics covered in Building Profitable Referrals:
Ten online tutorials, plus worksheets and checklists on the following topics:
- Why Referral-Based Marketing?
Learn why it's worth the effort to build referral relationships with a wide variety of allied professionals -- and take a look at a mature practice built WITHOUT this fundamental foundation ... see what happens in the long-run.
- Expanding Your Prospective Referral Base
How have you built your referral base? Did you follow a systematic plan? If your efforts to build a referral base have been less than stellar in the past, it's probably because you have focused exclusively on only half of the picture. In this session we give you the tools to systematically expand your vision and include the ENTIRE universe of potential referrals. These are tools you can go back to again and again as your practice grows and develops.
- Trend to Succeed
Learn how to perform a trend analysis on your client database, and why you should even bother. Take the results and turn them into new referral opportunities.
- Resources to Build Your Database
This lesson builds on the three before it, with an abundance of resources to help you identify rich opportunities for profitable referral relationships in frequently-overlooked places.
- Too MANY Prospects!
How do you decide WHICH relationships to pursue, WHERE to invest your time -- and your marketing dollars? Do you just follow your instincts, grease the "squeaky wheel," or do you have a system? In this lesson you'll learn how to make these kinds of strategic choices -- again, following a systematic approach with tools you can go back to again and again. Some people say marketing is a "numbers game" and you just throw a lot of things on the wall and hope something sticks. Well, I completely disagree. Following this approach, you will have a clear guide to the PROPER allocation of your marketing resources!
- Graduate-Level Marketing: Segmentation
Market Segmentation -- now we are getting into some pretty high-level marketing strategy, but I know you are up to it. You probably are familiar with the concept of market segmentation -- "grouping" segments of your target market into like-kinds ... according to a segmentation strategy. Well, that is the foundation, but there is more to it. First, you must decide which "like-kinds" you are going to use to form your groups. Females? Males? College Graduates? Race or Ethnicity? Age? Net Worth? There are lots of ways to divide a group. And, once you've divided them -- what use is it? None if you do not also segment your communication strategy. In other words, once you've divided them, now you must decide HOW and WHY and toward WHAT GOAL you are now communicating ... and those decisions will impact your marketing message, and perhaps the medium. Learn how, and put your marketing into high-gear!
- Detective Work: The Pre-Approach
Now that you've decided WHOM to contact, HOW to contact them, and WHAT your GOALS are -- it's time for that first meeting, right?
WRONG. There's still more homework to do if you want to raise your success rate, and maximize the returns on your marketing investments.
- Making Initial Contact: Getting in the Door
How to get that important first meeting that launches these key relationships.
- What to Say, What NOT to Say
Ever wonder what to say once you've got your foot in the door? Do you just hope things go well, or do you have a plan? As with most other aspects of life and business, the plan-idea usually works better than the "hope for the best" idea. In this session we give you a plan to guide you in what TO say ... and we tell you very clearly what NOT to say (lest you shoot yourself in the proverbial foot!) We also show you how to deal with the "elephant in the room."
- From Relationship to ALLIANCE
Finally, nurturing these baby relationships (or re-invigorating stagnant ones) into profitable alliance partnerships takes ongoing effort. We show you how to reap the benefit of your hard work and develop these relationships into a lifetime of qualified referrals that will fail-safe your practice against radical change -- including permanent repeal of the federal estate tax.
The total cost is only $149.
Remember, with this program you are bringing professional training into your organization - to review at your own convenience and to share with your support staff - everyone in your office can "attend" this workshop AT NO EXTRA CHARGE. You get ten full sessions of training, worksheets and checklists, delivered to your office. These are all of the basic strategies you need to quickly and affordably build a steady-stream of qualified referrals - one of the essential steps to making your practice literally "fail-safe" and able to withstand radical change of all types - including permanent repeal of the federal estate tax.
Considering the revenue generated by just ONE quality referral source, and we are giving you strategies to develop literally HUNDREDS of top-quality referrals, this package is worth thousands of dollars in new revenue!
Isn't that worth the investment of $149?
Less than one billable hour of your time!
Of course it is. Better yet, bringing affordable training in-house, on-site, for yourself and your entire staff is your first step toward becoming a Low-Cost Provider!
Ordering is fast & easy! Click here to order now.
For more information, call us toll-free at 1-877-852-2021