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When like-minded people or co-professionals belong to the same organizations, attend the same meetings, read the same newsletters, or visit the same Web sites, it's easier getting on-profile referrals. Because different groups respond differently to different marketing techniques, it's essential to use these communications networks to project your name and reputation, and to leverage third-party influence.
Example: Using the prestige of influential "referral sources" is one very effective way of gaining access to on-profile groups you want to do business with. Let's say you target small-businessowners and affluent individuals and families. By developing strategic networking alliances with other professional advisers who are well-established and have a history of solid client relationships with people in your target audience, you can have access to their client base. In fact, they'll want you to!
Ohio National's Kerry Lawing (Lawing Financial Group, Inc., Overland Park, KS) and Mike Sommers (Hummel Insurance, Inc., Berlin, OH) network extensively through accountants and banks. Both rely on their organizations' reputations as "trusted team-players who put the client's interests first," (as Lawing describes it) and the win-win nature of these arrangements to develop these mutually supportive business relationships. Through these alliances, Lawing's and Sommers's organizations develop strong followings in their target markets, while the other professionals provide referrals and benefit from additional business without any additional service work. It's that simple!
Ohio National is not affiliated with, nor does it endorse or sponsor, any particular prospecting, marketing or selling system.