(which you will add to your house email list). You’re the obvious expert. Being the
This offers prospects a way to request even obvious expert, you’re now in the
more information from you.
position to ask for and receive high-
quality referrals. A large percentage
Send relevant, content-rich e-newsletters of these 100 prospects won’t be in a
to your house email list automatically every position to do business with you right
week and invite them to other activities, now for all kinds of valid reasons.
which may be appropriate in your situation That’s fine.
and budget (e.g. seminars, workshops, press
releases, TV and radio interviews, etc.)
If
you’ve
conducted
yourself
professionally and intelligently, they
In other words, you are going to become admire and respect your expertise.
the only name associated with your field You’re now part of their affinity group
of expertise because, no matter where your and, hence, part of the all-important
prospect turns in the next 60 days, he runs “buddy system”. It’s natural (even
into your name as the “obvious expert.” If expected) of you to ask about and meet
your marketing message is right on target,
the other members of the group.
Strategy Five: Implement
Referral Systems
Here is the big payoff from your 60 - day
sprint. If you’ve done everything right, you’re
now the name most recognized with your
unique selling proposition in the minds of
those 100 prospects you’ve been relentlessly
targeting.
Some easy ways to network through
your entire niche include asking for
introductions; forming an industry
advisory group where you host and
invite other members of your group to
information events with other leading
industry experts; asking for names of
other people in the group to add to your
mailing list and email list; providing
prospects with the opportunity to
refer by asking for referrals on all your
correspondence; having client appreciation
events and inviting colleagues to bring
a friend; and creating viral marketing
material (CDs, DVDs, white papers, etc.)
that will be passed on by the members of
your group to other members.
Referral methods are endless and limited
only by your imagination. Tailor these five
strategies for your firm to create a highly
targeted, intense, 60 - day campaign.
Utilize multiple marketing tactics to
make repeated contact with your top 100
prospects and voila, you will be the master
of your niche.
Dr. Clifford J. Ferguson is the Managing
Partner of Rainmakers, and Chairman
of Glad’s House. You can commune with
him on this or related matters via email
at: [email protected],
or visit their website: Rainmakers.uk.com.