Transcript Marketing to Women Consultant - Member Business Solutions, LLC

Referrals – How to Generate More
Referrals and Attract Your Ideal Customer
Holly Buchanan • Marketing to Women Consultant
Copyright 2015 Buchanan Marketing
Agenda
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To ask or not to ask
Networking
Referrals within your credit union
How to be more referable
Holly Buchanan • Marketing to Women Consultant
To ask or not to ask?
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Networking
Holly Buchanan • Marketing to Women Consultant
Two questions -Women
• Do you have my best
interest at heart?
• Do you know what my best
interest is?
Selling Financial Services to Women by Holly Buchanan pg.38,43
Holly Buchanan • Marketing to Women Consultant
Referrals within the credit union
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Warm referral hand offs
• Share information about your client
• Share something you like about your client
• Share something you like about the person to
whom you are referring your client
• Follow up with referral source in the bank
Holly Buchanan • Marketing to Women Consultant
How to be more referable
You and your credit union
Holly Buchanan • Marketing to Women Consultant
Based on local relationships
Bill Hampel, chief economist at the Credit
Union National Association, talked about why
credit unions do well with business lending.
“A lot of small business lending is relationshipbased and requires local knowledge”
http://www.bloomberg.com/bw/articles/2013-06-13/are-credit-unions-saying-no-to-moresmall-businesses
Holly Buchanan • Marketing to Women Consultant
What’s the one thing you’d like more of
from your financial professional
• More education
• More communication
• 2010 Women and Finance Survey – Buchanan Marketing - Selling
Financial Services to Women page
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Ideas I never thought of
• “Since I've joined (credit union) the service
has been just great. When I was having cash
flow problems I went to one of the
consultants or whoever they are and they
helped me get things straightened out which
made it much easier for me. They came up
with ideas I never thought of. “
Holly Buchanan • Marketing to Women Consultant
Events/Seminars/Panels
• What’s Holding You Back? Financial Secrets
for Growing Your Business
• Cash Flow Options to Make Your Business
More Successful
• Common Financial Mistakes of Business
Owners and How to Avoid Them
Holly Buchanan • Marketing to Women Consultant
Communication is Key (UHNW)
7 Reasons Why Investors Leave Their Advisor – Vanguard Study
http://firemyadvisor.com/7-reasons-investors-leave-advisors/
Holly Buchanan • Marketing to Women Consultant
The importance of listening
49 out of every 60 seconds financial professionals are doing the talking
The Power of the Pause
Source: Story Selling for Financial Advisors – How Top Producers Sell by Scott West and Mitch Anthony
Holly Buchanan • Marketing to Women Consultant
The incredible power of remembering a
detail
Holly Buchanan • Marketing to Women Consultant
Vanilla Skim Latte
Holly Buchanan • Marketing to Women Consultant
The listening test
• What if when you came to me with any questions
or concerns I listened intently, made eye contact
and understood the importance of my attention to
you?
• What if I didn’t offer a solution until you fully
articulated the problem and were done talking?
• What if when you are talking to me I wouldn’t allow
any interruptions, wouldn’t look at my computer, or
phone, or look over your shoulder?
PG. 57 Selling Financial Services to Women
Holly Buchanan • Marketing to Women Consultant
Say This, Not That
• How are you?
• What’s going on? Any
changes, big decisions or
occasions coming up?
• I’ll be in touch
• I’ll reach out to you by
(phone, email, etc) in (time
frame)
Holly Buchanan • Marketing to Women Consultant
Why real estate agents refer mortgage
loan officers
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Attention to detail
Follow through
Close on time
Proactive communication
Positive client experience
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Source: Buchanan marketing interviews with real estate agents
Holly Buchanan • Marketing to Women Consultant
Proactive communication
• Listen for background context
• Set an agenda and expectations for the meeting. Let her
know what will happen and what to expect.
• Follow up – be specific about when and how you will follow
up.
• Finish with action steps, theirs and yours.
• Assume she will have follow up questions. Let her know if
you will be available the following week and during what
hours. Especially let her know if you will be out anytime that
week.
Holly Buchanan • Marketing to Women Consultant
Take perspective
• Listen for repeated questions, “When did you say that first
payment was due again?”
• A repeated question means there’s a concern that hasn’t
been addressed.
• If you are discussing numbers verbally, let her know
if/when she will receive written material with those
numbers. (Women want things written down.)
• For example, “When you walk out of here today you’ll have
this green folder and it will contain the amount of your first
payment and when it is due. I will highlight that information
for you.”
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan • Marketing to Women Consultant
Do your members know what
to say about you?
Do you have confidence in
your value?
Holly Buchanan • Marketing to Women Consultant
Your personal story
• What are you most proud
of?
• Why do you do what you
do?
• “I love my job because..”
• How do you make a
difference in your members’
lives?
• Why are you an advocate
for women?
• What is your area of
expertise?
Holly Buchanan • Marketing to Women Consultant
Tell Your Story
• “I believe in business owners….no matter what
their situation. I had a business owner come in who
didn’t think he could make it through one more
month. We sat down and looked at his finances
and came up with a plan and got his business on
track. 4 years later he sold his business for 3.5
million dollars. I don’t know who was more proud,
me or him.”
Holly Buchanan • Marketing to Women Consultant
Holly Buchanan
• Marketing to Use
Women
For Representative
Only.Consultant
Not for
Holly Buchanan
Email: [email protected]
Website: www.SellingFinancialServicesToWomen.com
Company: Buchanan Marketing
Holly Buchanan • Marketing to Women Consultant