Developing More Work from Referrers & Intermediaries

Introduction

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

This course helps professional service firms 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 course will cover the following:

• The typical approach to referral management and why it doesn't work
• A more focused and productive approach
• Analysis and research
• Analysis of existing referrer relationships
• Targeting new referrer relationships
• Internal collaboration and systems
• Information systems
• Internal marketing and cross selling
• Goal setting
• Working with different segments
• Clients
• Assessing satisfaction/Net Promoter Score
• Other professionals
• Understanding perceptions
• Other channels and third parties
• International associates
• Building Strong & Profitable Relationships
• Understanding their needs
• Listening and research
• Clarity in your messaging
• Brand and positioning - Developing key messages and propositions
• Campaign development
• Communications
• Psychology of relationships
• Face-to-face contact management
• Using social media effectively and innovative approaches
• Reciprocity
• Motivation and reward systems
• Key Account Management (KAM)
• A firm wide approach
• Systems and management
• Collaboration
• Joint marketing and selling
• Joint products and services