Where do you lie? Lots of people who pass you the odd piece of work or a few close relationships giving a regular flow?
The secret to a good flow of intermediated leads would seem to be both. Firstly, select a group who you know well and are trusted for reciprocated work. In addition, identify a second larger wider group who understand and like your brand and constantly have you in their line of sight.
The podcast is an introduction to the topic by one of our telemarketing team Marc Hughes.
The blog below focuses on the second larger group.
A recent story
A personal wealth advisor recently told me he’d been introduced, by someone he hardly knew, to a lady who had sold her property portfolio and had £10.5m to invest. I know the advisor well and ‘Out of the Blue’ recommendations like this regularly happen.
A few other interesting facts to consider.
- The chap who’d introduced him wasn’t his client
- They had met a few times in the last 20 years at rugby events
- In the 20 years the Wealth Advisor had changed company four times
- The introducer had refused to change Wealth Advisor
- The introducer was a LinkedIn contact and on the Wealth Advisor’s email list
- The Wealth Advisor had routinely emailed and kept in touch with little response
- The lady was a relative of the introducer
- The recommendation had come ‘Out of the Blue’
How to engineer regular “Out of the Blues “
You will need
- Ability to send bulk emails
- LinkedIn (Navigator, roughly £80 per month, is a useful upgrade)
- To regularly write or commission blogs, one a month will do
- A telephone or telemarketing resource
- Time 2+ hours a week
The process is simple, the hard bit is continuous discipline
- Regularly find lists of appropriate people. You might start with 20 and add 20 a month.
- Phone them. Yes, phone them first, introduce yourself, ask a few questions. Are they worth putting into the programme? Agree to Link in and put on your intermediary mailing list.
- Categorise them
- Onto mailing list and LinkedIn only
- Onto the above plus keep in touch every 2-3 months (are they worth the extra effort?)
- Mailing list
- Make sure they see your name and the practices. People buy people in professional and financial services. Your personal brand will support the practices.
- LinkedIn, if you blog you will remain in your prospect’s line of sight and memory. Once a month or six weeks will do.
- LinkedIn Navigator, if you use this upgrade, then.
- Put everyone in your ‘worth the extra effort group’ into a Lead List and message them with a ‘I saw this and thought of you…’ message (see below) every 2-4 months.
- And or message the blogs to them
- One wonderful benefit of Navigator is that you can more easily see and respond to what your ‘friends’ are blogging on.
- Bulk email once a month or every six weeks. Try and make them look as bespoke as possible.
Here’s an example.
Subject: I saw this, any use to you?
Hope all is well with you and Daventry. I bet you’re glad summer is coming at last, these lockdowns have been a bit wearing.
Did you see this article in the FT? It’s about Freeports, www.freeports I was thinking that there’s going to be so much interest it might be worth you guys putting yourselves in front of supply chain / manufacturing etc. Or at least chatting to your clients about it?
Just a thought and would love to hear what you think.
Regards for now and I hope you and the family are well.
Why do emails and LinkedIn messages work?
- Flattery gets you everywhere. People are flattered that you keep in touch.
- Your brand is a promise and most people like their professional advisors to be consistent, organised, and knowledgeable.
- If you say something enough times people believe it.
- Short memories. Last seen first remembered. The preconception is that professionals have a ‘go to list’ of preferred services suppliers, ‘friends’. This is of course true, but it’s not exclusive, consider the following.
- We’re conflicted
- Not sure it’s right for my friend
- He’s been a bit slow recently
- Not their area
In conclusion, think of your very best friend. Got them?……….. how long have you known them, 10, 20, 40 years? It takes time and multiple experiences to trust people. Don’t imagine for a second that if you start a programme like this there will be instant results. Life’s just not that easy. However, if you stick at it, you will be repaid many times over.
Best of luck Peter Rosenwald