It’s Raining Referrals – Sandy Springs

There is a gusher of referrals that most people let go down the drain.

This morning, at the Sandy Springs Team, we started the conversation.
Here are the notes from the FeedForward cards — feel welcome to join in.

29 Responses to It’s Raining Referrals – Sandy Springs
  1. Wesley Anderson, DCH
    September 22, 2011 | 2:58 pm

    Great idea for me! When asked about price by a potential client, I can cite one client’s story rather than saying 1 to 3 sessions.

    • Wendy Kinney
      September 22, 2011 | 3:28 pm

      Yes – that is very effective because if the price for them is lower, they feel like they got a deal.

      And if the price for them is higher, they feel they were more special, more unique, deserved more of your attention.

      Comparison, though, is tricky.
      Let the listener do their own comparing, inside their head,
      verbal comparison is interpreted by listeners as arrogant.
      (And arrogance is rarely attractive.)

      So resist the urge to add “Your mileage may vary,” at the end.

  2. Terisha Tatter
    September 22, 2011 | 3:12 pm

    Love to know more about “want” vs “help”

    • Wendy Kinney
      September 22, 2011 | 3:37 pm

      You, and Maghan, below!

      Okay, here’s the scoop: no one wants to be “helped”.
      From the age of two we’ve been saying “I do it myself.”
      (Don’t you have a 2-year old?!)

      Help is sales language:
      “I can help you through the confusing maze of drama and trauma that you’re unable to navigate without my help.”


      Instead —-> talk about the RESULT they WANT

      You heard Rick do that today in his InfoMinute,
      and you heard three people audibly gasp and say “Oh, that’s good.”

      Here’s what he said . . . it was so resonant that I remember it
      Note: resonance is a key
      “She wants to have business discussions with her husband, instead of arguments.”

      That’s exactly what she wants.
      That will get referrals.

    • Terisha Tatter
      September 23, 2011 | 9:44 am

      That is so true (especially about the 2 year old!)
      Words are so powerful…and even changing one can lead to money!
      Thank you!

  3. Maghan Parker
    September 22, 2011 | 3:14 pm

    Tell us about “want” vs. “help”, new information, and client identification.
    This information is so hopeful and I use it daily!

    • Wendy Kinney
      September 22, 2011 | 3:43 pm

      New Information:

      Word-of-Mouth is not the same as a referral.

      But it takes word-of-mouth to get to a referral.

      The only way to get word-of-mouth is with new information.

      Because we don’t talk about things we already know!
      And we presume that everyone else already knows what we know.

      There’s a little science behind this, too.
      There is a place in the brain, right behind our left ear, called Broca’s Area.
      The job of Broca’s Area is to filter things we already know, so we don’t get overloaded.

      Gotta get past Broca to get word-of-mouth.
      So it has to be new information.

    • Wendy Kinney
      September 22, 2011 | 4:01 pm

      Client Identification must be resonant.

      It must be something we see.

      When a mortgage broker asks for a friend with bad credit – it’s not resonant: our friends don’t tell us their credit scores!

      You gave an excellent example of resonant client identification today when you said
      “When you see smoke coming out of your neighbor’s chimney . . .”
      That is something we see and it is resonant.

      That’ll get you referrals!

  4. Summer Rose
    September 22, 2011 | 3:15 pm

    Is cold calling more effective when you call on GateOpeners than end users?

    • Wendy Kinney
      September 22, 2011 | 4:05 pm

      Cold calling is less effective with GateOpeners,
      because the GateOpener is transferring their credibility with their client,
      (the person who pays their mortgage)
      when they refer to you.

      That is why a GateOpener introduction must be a 3-way in person. Preferably over lunch. (Ask me why lunch!)

      So the key to getting referrals from GateOpeners
      is understanding how the GateOpener benefits
      when they refer their client to you.

      GateOpener referrals are about the GateOpener,
      not about the shared client.

      (Amanda is scheduling a GateOpener workshop right now – either November 5 or 11 – Cumberland area. InfoMinute Seminar is a prerequisite.)

      • Summer Rose
        November 10, 2011 | 10:01 pm

        WHY LUNCH!!!???

        • Wendy Kinney
          November 21, 2011 | 4:27 pm

          Thank you!

          Dr. Robert Cialdini says that forming a close relationship is most quickly done in conjunction with food.

          We’re likely to have more good feelings (including going from hungry to satisfied) over lunch, and we transfer those feelings to the people we ate with.

          Go figure!

  5. Wendy Kinney
    September 22, 2011 | 3:16 pm

    Interesting that referral marketing is very different (opposite) from sales. That’s wonderful! I hate sales!

    • Wendy Kinney
      September 22, 2011 | 4:06 pm

      I think this is why PowerCore just does not fit
      for some people. If they like sales, and they
      only speak sales, and they are unwilling to be
      bi-linqual . . . they’re going to hate referral
      marketing as much as you hate sales!

      I’m not going to give you a pass on sales, though.
      I think we all have to be able to speak both languages.

  6. Wendy Kinney
    September 22, 2011 | 3:17 pm

    The statistics were really eye opening – where do you get these stats?

    • Wendy Kinney
      September 22, 2011 | 4:23 pm

      I love the numbers. They comfort me.

      So I’m constantly on the lookout for new research and data.
      I post some things at, especially
      from books.

      I subscribe to several podcasts from Harvard and Stanford and other researchers where I can stay current in my field. I speak for associations, many of whom research these things in their industries. I participate in studies, including the annual Marketing General, Inc. study on association membership, because participating gives me the results.

      And some things I go looking for!

      Most fun, of course, are the stats we get from the records the Officers and Coaches send us each month. I just saw the new We Did Business graph – you’re going to smile. (And be comforted.)

  7. Wendy Kinney
    September 22, 2011 | 3:18 pm


    What is a recommended substitute for “Does that make sense to you?”

  8. Wendy Kinney
    September 22, 2011 | 3:20 pm

    When you can’t tell someone what you can get for them because you just don’t know, what is the best way to satisfy the prospect’s question?

    • Wendy Kinney
      September 22, 2011 | 4:09 pm

      Use stories that were “like” their situation.

      Say, “It could go either way. The best that I’ve experienced is . . . The worst that I’ve been involved with is . . .”

      and then say
      “So along the way I’ll be asking you what matters,
      so I can steer us toward the best possible outcome.”

  9. Wendy Kinney
    September 22, 2011 | 3:20 pm

    Is saying “as low as __$__” a good thing when talking about money?

    • Wendy Kinney
      September 22, 2011 | 4:10 pm


      It’s a hedge.
      It feels manipulative.
      It feels like bait and switch.

      “As low as $29.99” really means $250,
      and we all know it.

      Nothing is ever “as low as.”

      • Dr. Hailey Heard
        September 23, 2011 | 11:12 am

        Good to know! With chiropractic marketing, we’re taught to do this. Granted, there are no hidden fees with me, but I know there are with others! Thanks!

  10. Wendy Kinney
    September 22, 2011 | 3:21 pm


    0.002% could easily pay for all 5 mailers – this ROI can be increased if mailing is more selective. One of my clients got 3% return on 100 cards mailed.

    • Wendy Kinney
      September 22, 2011 | 4:13 pm

      YES! That’s why people (including me) advertise with mailing!

      Mailing to the right demographic matters.
      Using a resonant message matters.
      Repetition matters.

      Turn all the dials right and you unlock the combination!
      That’s the goal, and it is achievable.

      • Dr. Hailey Heard
        September 23, 2011 | 11:14 am

        To maximize your returns, what would a good mailer look like? Obviously, the color and font has to make some sort of visual impact. I always think mailers look annoying and automatically throw them away. Do you have any examples of catchy mailers that you could share with us?

        • Wendy Kinney
          September 23, 2011 | 11:26 am

          While this isn’t my area of expertise, I’ll share what I do.
          I keep a file called “Good Examples of Good” and another called “Good Examples of Bad” (I actually have three sets of these files: one in email, one on my computer, and one paper. A couple of Bob Dubrof’s cards are in “Good Examples of Good“.)

          If you are considering adding mailings as one of the six things in your Advertising Drawer, begin with research from experts in this area. You might start with Sage Joiner on the Perimeter Team.

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