Take Your Referral Partners By The Hand....

Look you all know how much I love a bit of a boogie, so don’t tell me you’re surprised that I’ve managed to work dancing into my business blogging. They’re two things I love: collaborating and celebrating and there’s no better way to celebrate life than on the dance floor.

I want to explain what the similarities are between dancing and partnership programs but first I need to start by explaining why we need to be strategic (luckily I love a challenge too so here goes…)

The way in which we get strategic about a partnering program is to create something that delivers high quality leads that convert quickly. Think about when you’re totally one with the music and you look around and see everyone else, in their own worlds but also in time with you, sharing the vibes and the rhythm. That feeling is the same whether you’ve found the right band to listen to or the right partner to work with. The outcome, in the business sense, is that you get to experience a hassle-free lead generation and sales process.

To achieve this state of congruence with your partners, in business or dance, you need to know the steps. So, with absolutely no apologies for anything tenuous, here is my advice on creating a process which means your business can start to rock n roll…..

D is for Discovery

There are two stages to discovery: firstly, you need to understand who your audience is. You want to draw a crowd to the dance floor so make sure you’ve done your research. One important thing to consider is where your audience hang out. Are they chilled out festival types, to be found somewhere in a field in middle England? Or are they hardcore ravers, sweating their way through continual beats in a nightclub?

From this audience, you can hopefully spot your ideal partners.

Ask yourself what tunes, rhythms, and beats do they need to enjoy?  There will be many who are suitable but, for the magic to happen, you need to find those who are IDEAL.

Ideal partners will have a purpose as strong as yours. This is more than just a business relationship, it’s a mutually invested partnership. There’s no point creating a routine fit for a fabulous 80s disco and trying to sell it at a rave.

A is for Assembly

Here’s where you make sure you’ve got everything you need for the very best line-up.

For your partnership to work, you need to put proper thought into the detail, from finding partners through to keeping them engaged and energised. I liken this to the behind-the-scenes stuff. The more work you do here, the more smoothly your gig will run. It’s all very well having the best ever headline act but if your support band are weak, you’ll put people off even buying a ticket.

For the assembly to go smoothly, and be right to support the band once they arrive, you need to think about the systems and processes that will enable you to consistently deliver your partnership program.

Work through all the touch points for prospects and partners – just as you would choreograph a dance. Which step comes first and which follows on? Being consistent, and having thought of all the support your partners need will build trust and make it easy for your partners to refer you.

Things you might want to consider include:

·      A CRM or similar that allows you to track leads but also your workflow once you’ve identified a target

·      A clear client journey mapped out that shows what information they receive and when

·      Easy to access links such as enquiry forms on your website and calendly links (or similar) so people can get time in your diary should they need it

·      Clear trackers consisting of all the data you need. This might include lead data and sources, sectors, status, next action date, commission due

Think of this stage as putting all the equipment in place for your gig: speakers, instruments, decks, lighting. All different but all essential for things to go off without a hitch.

N is for Nurture

Like your moves on the dance floor, it’s important to consider every touch point throughout the lifecycle of your program.

Communication with your partners once they are signed up is critical.

From their first experience, they need to feel valued: is their name on your VIP list? As they go through the process, it’s also important to personalise some of your communication: might they deserve a backstage pass or a goodie bag at the end? Let’s make this feel like it’s all about them so they bring all their friends and family to your next show.

Everything you do at this stage adds value to the relationship and creates a strong fan-base which is just what you need for lots of referrals.

From the initial offering which whets their appetite through to making sure they can generate the same excitement when they refer you, this is all your responsibility. Your choreography needs to be spot-on. We’re talking ‘Strictly’-like detail here. You can’t have too many frills and lifts and glittery extras. You have to spoon feed content, social proof, reputation building and so on. Make it a no-brainer for them to refer you. Make it quick and easy and ensure you’re the one they think of because they know exactly how to refer you and what to tell people so that they earn their cut.

C is for Connection

Most people love to see their favourite band on tour. Repeatedly performing, getting into the zone, giving people something extra on each live appearance – it’s a recipe for success.

It’s this repetition that is easily forgotten. Yes, you need to articulate and sell your program in the first place, but the bit everyone misses is the ongoing nurture – or support – that is needed to ensure your partners keep delivering.

Teaming up with someone for the odd referral here and there is not a strategic program. Designing and implementing a program which considers the experience and needs of the referrer is something that will enable your revenue to truly scale.

The real talent here is helping your partners to connect their audience to you.

Think of it as sending out promoters for your tour: they need posters, flyers and interview material so they can create a real buzz about your live appearance. The more you give them, the more likely they are to use your language (let’s face it, no-one likes to get the lyrics wrong and be found out!)

E is for engagement

If you’ve done everything right so far, you’ll find the careful choreography pays off. Do a sound check or two, test the audience. You’ll attract your tribe and it’ll feel easy. But, don’t forget, be targeted in this engagement. Whether your ideal partner hangs out at a disco, in a jazz club or at midnight raves, you’ll have the routine and the moves that grab their attention. They’ll want to dance to your tune and find it easy to refer you to others.

Before you know it, you’ll have a flashmob and who doesn’t love one of those?

To find out more about pulling together the gig of the century when it comes to your partnering program, why not sign up to my news letter (form in the footer).

We can give you all the information you need to find out how a quality referral partnership program could benefit your business, so drop me a message or book a call if you'd like to chat. https://collaborationjunkie.com/contact-us