1. 3 main types of Referrals
BNI Referral Training Handout
Tuesday, May 24, 2005
3 main types of Referrals
Word of Mouth
The most common – not normally tracked
Formal Process in place;
Incentive for customers or trusted advisors to refer new business
Customers, Partners and Associations
Help people who value your service to help you!
Create an elevator Pitch
The same format should be used for all marketing communication
Your message must be from your prospects perspective!

2. Identify your Best Niche
Who are you top 3 Customers?
Who are your most profitable (Hopefully the same)?
What industry are they in?
Who makes the decision to buy your product or service – Cheque Writer
Who is your Ideal first contact?
Customer?
Trusted advisor?
Your message must be from your prospects perspective!

3. What makes them buyers? Revenue Increase
What problems or desires do your customers have, that you can solve?
What does solving that Problem enable them to do?
How do they put a value on their new capability – normally one of;
Revenue Increase
Cost Reduction
Meeting Regulations
Your message must be from your prospects perspective!

4. Use Testimonials to validate it?
The “decision maker” of “Your Top Customer” in “Their Industry Niche” needed “The services you provide” because
Now outline the;
Problem or Desire,
Capability
Value.
Name 3 target prospects
Finish with a “no obligation” call to action, that benefits them straight away.
Your message must be from your prospects perspective!

5. Sample 60 Second Pitch – Part 1
Recently the Owner and MD of Sysnet an IT Company, required the services an experienced sales director, without incurring huge costs.
His key problems were;
Not enough sales & flat revenues, needed to hire sales people, no experience in sales himself.
Solving those problems has enabled him to;
Close more sales faster
Increase his turnover
Concentrate on growing his business
Bank more profit
Your message must be from your prospects perspective!

6. Sample 60 Second Pitch – part 2
He calculates the value based on cost savings and increased profit and creating an exit plan for himself in 3 years
If You know any IT companies, such as Exact Software, Paradigm Technology and Datarch Ltd, whose Owners have these problems;
send them to where they can;
Sign up for the monthly Info Bulletin
Apply for a free sales and marketing assessment of their business.
Your message must be from your prospects perspective!