Word-of-Mouth = #1 Marketing Method

by Daryl Logullo | October 17, 2007 | Popularity: 9% | 641 views

I saw a recent Nielsen Study that polled 25,000+ people around the world on marketing methods. It's making it's way around the web even as I write this. In fact, Ben McConnell and Jackie Huba over at the blog Church of the Customer have the full details (photo on left).

Pay particular attention to the clips Ben placed on the site, and the headline that reads… "Who or What Do You Trust."

Truthfully, I'm really not all that surprised by the Nielsen figures.

They confirm what I've always said: Referrals involve risk (and risk-shifting or reducing risk for others). This is especially true with strategic alliances. After all, the last thing you want to do is recommend a client visit one of your alliances… and then find out somehow they screwed them up.

In any event, I like Ben's (and Jackie's) style, and appreciate his post on this subject. In fact, I'll be checking out their blog regularly.

Read the full post, here.

Create Friendships to Build Referrals

by Daryl Logullo | October 16, 2007 | Popularity: 7% | 532 views

I hate to say it, but most people in business today absolutely suck at building lasting business friendships (and referrals.) I have my theories about why… and one of the reasons I believe this to be true is that everyone has their nose to the proverbial grindstone.

Focusing on themselves. Hassling over their cramped daytimer. Just trying to please The Man (whether the Man is 'The Man', or some demanding client). Is it any wonder most people wondering how to improve their referral marketing say to themselves…

'Referrals will naturally come to me if I do a good job, provide excellent service, and serve people well.'

Oooh-kay… Time for a reality check people.

Why is it so important for you to start from the 'friendship' perspective? (Note: When I say friendship here, I'm not talking about old-skool style pestering your friends for referrals–that sucks too.) Here's what I'm talking about…

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Using E-mail For Referrals

by Daryl Logullo | October 15, 2007 | Popularity: 8% | 618 views

AP had a story recently entitled, "Fridays Go From Casual to E-mail-Free." It partially read…

Overwhelmed by e-mail? Some professionals are fighting back by declaring e-mail-free Fridays – or by deleting their entire in-box. Today about 150 engineers at chipmaker Intel (INTC) will kick off "Zero E-mail Fridays." E-mail isn't forbidden, but everyone is encouraged to phone or meet face-to-face. The goal is more direct, free-flowing communication and better exchange of ideas…

Now there's a novel concept: Get people to communicate face-to-face! ( Duh).

The story quoted executive coach Marsha Egan. She say white-collar workers often receive 140 messages a day. (Perhaps on a good day. I know I get more than that!) There's a simple lesson for you in this story as you try to build your referrals.

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Referrals: What CPAs Really Want

by Daryl Logullo | October 12, 2007 | Popularity: 5% | 543 views

I was interviewed for the August 2007 cover story for Research Magazine, entitled "What Do CPAs Really Want?" The story was written by Ellen Uzelac, an intelligent editor who mentioned that she writes on this subject annually.

The story delved into two issues, all hinging on the article title: What Do CPAs Really Want?… in order to bond with you and, (2) What Do CPAs Really Want?… in order to become better positioned in their clients eyes.

Both are distinctly separate issues. But at the same time, they are key components to building trust and turning on referral "flow." It still amazes me how many people–across differing professions–don't understand these simple concepts.

The worst, I would say, are financial advisors. No dig on them, mind you. But they're stuck in old-skool thinking when it comes to CPAs. Here's what I mean…

Let me talk about these two issues further.

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Using Meetings For Referrals?

by Daryl Logullo | October 10, 2007 | Popularity: 7% | 571 views

Having conversations about referrals is intimidating to most people. But doing so, face-to-face in a meeting?

Wow. That's even more frightening to them.

My friend Miriam Lawrence, blogger for Automatic-Referrals.com, mentioned in a recent post "…referrals are about helping clients and the people they know." Miriam and I have talked about this issue on occasion, and I couldn't agree with her more.

But fear, or downright anxiety about actually discussing the subject of referrals with a client? Now indeed, that is one twisted little psychological bedfellow.

I know, because I experienced it myself 11 years in sales. And today, from over 365 hours of Focus Group work we have done on referral best-practices, I'll tell you this: a person's biggest fear is looking someone squarely in the eyes, one-on-one, and asking them to introduce you to others.

So how can you overcome this?

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