Quality referrals trump cold calls and blind introductions any day. You’ll learn how to get more of them in this episode with my guest, Bill Cates.
Bill works with professionals to speed up their growth without increasing their marketing budget. Bill’s clients tap into his proven process to multiply their best clients through introductions from advocates and Centers of Influence, communicate their value proposition more effectively, blend digital and human strategies, and create a reputation in a profitable target market.
Bill is the author of 3 best-selling books, Get More Referrals Now, Beyond Referrals, and Radical Relevance. Bill’s newest book, The Language of Referrals was released in March of 2024. He is also the host of the acclaimed Top Advisor Podcast – now ranked in the Top 5% of podcasts worldwide.
In the Beginning…
Before Bill was in the business of helping others grow their businesses, he had two businesses himself. Bill started, built, and sold two publishing companies. After selling the businesses a friend told Bill he should be a business consultant, speaker and author to help people make money in the service of others.
Bill loves learning, and he likes teaching what he learns. So, he ventured into the arenas of consulting, speaking, and writing. He’s always been interested in finding new clients, he’s always been interested in marketing and prospecting. There’s a lot that goes into building a business, but that’s something he was always drawn to. Teaching what he had learned became the focus point for his career.
Bill realized for most businesses; their clients want to meet them through someone else they already trust. That involves building a reputation in a target market that attracts people to them. The whole relationship tends to be a way to increase your revenue without increasing your marketing budget, which means more profitability.
Marketing Gone Wrong and What to do Instead
In terms of marketing, most businesses focus too much on themselves and not enough on empathy. There’s not enough focus on their prospects, and that lack shows up in their messaging. Most companies have a “we” focus, it’s all about them. That does have its place, building credibility certainly is important but initially the messaging needs to focus on the prospect. They need to see themselves in the message while getting to know your market. If you’ve done your research you will use the words, the language, the concepts, the fears, the aspirations that you know are already in the hearts of the people that you’re trying to attract and mirror them back.
For example, look at your website. Are you talking about your clients and potential clients or are you talking about yourself? When someone first lands on your website they should feel like you want them there and you’re talking to them and about them.
When it comes to referrals and introductions what prevents people from effectively asking for and getting them is unhelpful and misguided thinking. For instance, many people think asking for referrals puts you in a needy place. If you do it correctly that’s not true. In fact, it puts you in a very strong position because you want to bring value to other people and referrals give you that opportunity. Other people feel like they’re putting clients on the spot when asking for referrals; they think that it’s somehow going to hurt their relationship. Yes, if you come across being too aggressive it could, but with the right methodology you won’t put people on the spot. We discuss how to embrace the right methodologies and take on the right mindset by using the right language to get more referrals.
In this episode we also dive these topics:
- How to build the right foundation for relationships so you don’t feel awkward asking for referrals.
- The right principles to adopt in addition to the right strategies and tactics to get more referrals.
- Two ways to become “referrable”.
- Why making sure expectations are being met is paramount to referral relationship building.
- Ways you can add value to relationships without being “salesy”.
- How to develop likeability and trustability.
- The four main components of the language of getting referrals.
- How to get more quality and qualified introductions.
- The right frequency to engage people to get introductions.
- The formula for asking for introductions.
- How to prepare for referral meetings.
- How to create a referrable reputation with your network.
- How to practice the golden rule of introductions.
- Why casting a wide marketing net damages your messaging.
- How to make introductions that get results.
- How to stay relevant through the referral process.
- How to define your niche target market.
- The one thing you should do above all else to get more referrals.
…and other golden nuggets of advice!
You can get my book here: “Idea Climbing: How to Create a Support System for Your Next Big Idea”
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About My Guest
Bill Cates, CSP, CPAE, President of Referral Coach International, is the author of Get More Referrals Now, Beyond Referrals, and Radical Relevance. Bill’s newest book, The Language of Referrals iwas released in March of 2024 to rave reviews. Bill is the founder of The Cates Academy for Relationship Marketing™, as well as the host of the acclaimed Top Advisor Podcast (TopAdvisorPodcast.com) – now ranked in the Top 5% of podcasts worldwide.
For over 30 years, Bill has helped professionals and business owners move from incremental growth to exponential growth by: communicating more compelling value, balancing digital and human engagement and marketing strategies, multiplying their best clients through personal introductions, and targeting profitable niches.
Bill Cates’ client-acquisition system has been featured in Success Magazine, Entrepreneur Magazine, and The Wall Street Journal. His own success has been featured in Money Magazine. Bill was inducted into the Professional Speakers Hall of Fame in 2010 (with the likes of Ronald Regan and General Colin Powell). So, you can expect an engaging, relevant, and high-content session with a little bit of fun.
Click here to learn more about Bill’s business!
Click here to connect with Bill on LinkedIn!
