While you are preparing to tackle 2011, here is a scary statistic I want you to consider:
The Sales Lead Management Association reports that nearly 100% of opportunities for which no direct near-term interest is indicated receive ZERO FOLLOW UP after only 20 days.
Startling, isn't it? All those people you meet at parties, networking events, your local association meetings...all of them will need you eventually or know someone who does...and almost no one bothers to cultivate that group and turn them into referral sources.
Those that do bother are often driving business away and it just breaks my heart. These are well meaning people who spend hours preparing newsletter templates and assembling content and writing and re-writing. Usually their efforts get re-paid with abysmal click through and un-subscribe rates. After a few sends they enter the "Valley of Disillusionment" and shift their focus to other things.
How do I know? Because these are my customers. This is what they tell me after they've hit rock bottom and are ready to stop banging their heads against the wall and get back to selling real estate.
Think about 2010. How many people did you meet while networking? How many phone calls did you take? How many people visited your open houses?
My number is over 1,000. What was yours?
Every single one of those people is a potential referral partner, or what we at Happy Grasshopper affectionately call Ants. Our proven system does all the work for you but it's really nothing you couldn't do yourself. Here's how it works:
First, collect that pile of business cards and other contacts...
When building a referral network you want to include EVERYONE from these three categories:
- CLOSE CONTACTS like old friends, relatives, neighbors, customers and all business contacts.
- MID-RANGE CONTACTS like Facebook friends, friends of friends and people who would recognize you but not remember what you do.
- LONG-RANGE CONTACTS who you meet at events, club and association meetings, social events, etc. Many of these people may not even know what you do.
By the way, with your free Happy Grasshopper account you can load contacts from almost any source. We'll even digitize that dusty shoebox full of business cards!
Second, send them the right messages at the right times...
This can be tricky for some and is the reason our service exists. Most people don't know what to send or when to send it. Follow these tips and you won't go wrong:
- Don't send about yourself.
- Don't assume you have any knowledge they want.
- Don't sell - build relationships that lead to sales.
- Don't oversend - "less is more" has never been more true.
Our staff of writers carefully craft these messages and send them in ways that let you see how effective they are. In fact, in 2010, 99.6% of our customers got replies to each message we sent for them. That's a whole lot of conversation starting!
And finally, ASK FOR THE REFERRAL!
I know! It's Sales 101, right? But everyday it seems, I work with a seasoned pro who gets a little uncomfortable asking for referrals. They're NOT intimidated by asking the question, they just feel like they shouldn't have to and I get it, they do a great job and expect that to be recognized.
Our messages ask for referrals in two ways.
- Every message includes your photo or logo, contact information and closes with a statement like "Please let me know if you need anything".
- Your custom email signature includes our exclusive "Need Me? Refer Me?" links that immediately connect you to a potential customer.
Does it work?
Here's what a few of our users are saying:
Just wanted you to know how delighted I am with this service. It saves me so much time and my clients have responded in a very positive manor. It can be read quickly but has such a nice personal feel. Thanks so much for providing such a great program. Sandra Hayes, Abuzz about Homes Keller Williams Realty "The Woodlands, TX"
I saw my first email go out!!! How cool, people have already responded!
Jesse Sunday, Sarasota Realtors Association
Register Now - http://HappyGrasshopper.com/sign-up
Oh, and please let me know if you need anything!
Best,
Celeste
celeste@happygrasshopper.com
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