{"id":858,"date":"2013-04-04T06:12:50","date_gmt":"2013-04-04T11:12:50","guid":{"rendered":"http:\/\/theshef.com\/wordpress\/?p=858"},"modified":"2013-04-04T06:12:50","modified_gmt":"2013-04-04T11:12:50","slug":"referral-growth-banking-roulette","status":"publish","type":"post","link":"https:\/\/theshef.com\/blog\/referral-growth-banking-roulette\/","title":{"rendered":"Referral Roulette: Your Bank Can&#8217;t Afford to Play!"},"content":{"rendered":"<h1 style=\"text-align: center;\">Referral Roulette<\/h1>\n<p style=\"text-align: center;\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-859\" alt=\"banking roulette wheel\" src=\"http:\/\/theshef.com\/wordpress\/wp-content\/uploads\/2013\/04\/roulette-wheel.jpg\" width=\"225\" height=\"149\" \/><\/p>\n<h2 style=\"text-align: center;\"><span style=\"font-family: georgia, times, 'times new roman', serif;\">Your Bank Can&#8217;t Afford to Play!<\/span><\/h2>\n<p><em style=\"font-size: 13px; line-height: 19px;\">Every<\/em><span style=\"font-size: 13px; line-height: 19px;\">\u00a0bank gambles. The bank bets that the customer will repay their loans on time, they bet that their investments will create a respectable return, they bet that their customers will instinctively send solid referrals to them. \u00a0<\/span><span style=\"font-size: 13px; line-height: 19px;\">2 out of 3 ain&#8217;t bad.<\/span><\/p>\n<p style=\"display: inline !important;\">Referrals are<em> extremely<\/em> profitable for any business for a variety of reasons.<\/p>\n<p style=\"display: inline !important;\">\n<ul>\n<li><span style=\"font-size: 13px; line-height: 19px;\">\u00a0They have a zero acquisition cost<\/span><\/li>\n<li><span style=\"font-size: 13px; line-height: 19px;\">\u00a0They require less selling on your part because their friend has already &#8220;sold&#8221; them on you<\/span><\/li>\n<li><span style=\"font-size: 13px; line-height: 19px;\">\u00a0They are\u00a0<\/span><strong style=\"font-size: 13px; line-height: 19px;\">17 times<\/strong><span style=\"font-size: 13px; line-height: 19px;\">\u00a0more likely to refer their friends to you than someone who just walks in off the street.<\/span><\/li>\n<\/ul>\n<div>\n<p><span style=\"font-size: 13px; line-height: 19px;\">Account managers, loan officers, and mortgage departments who perform in the top 8% among their peer institutions do not gamble on referrals; rather they weave the<\/span><span style=\"font-size: 13px; line-height: 19px;\">\u00a0<\/span><em style=\"font-size: 13px; line-height: 19px;\">expectation of referrals<\/em><span style=\"font-size: 13px; line-height: 19px;\">\u00a0<\/span><span style=\"font-size: 13px; line-height: 19px;\">into every meeting with their prospects and customers. In their eyes, it is just part of\u00a0<\/span><span style=\"font-size: 13px; line-height: 19px;\">their culture. They also understand that if they don&#8217;t ask for introductions, their bank will actually lose business! \u00a0(<a href=\"http:\/\/theshef.com\/wordpress\/banking-customer-growth\/3-reasons-banks-lose-customers\/\" target=\"_blank\">read my previous post, 3 Reasons Why Your Bank is Losing Customers)<\/a><\/span><\/p>\n<p>How do you start a culture of asking for referral business in your bank or credit union? \u00a03 simple strategies that my most successful bank and credit union clients use include:<\/p>\n<p><strong>1. Be Intentional<\/strong><\/p>\n<p><em>Culture is caught, not taught<\/em>. If you are the president of the bank and run into a customer of the bank while you are dining with a few staff members, thank that person for doing business with you, and plant the seed for them to introduce you to a new prospect. If you don&#8217;t bump into a customer of your bank, talk to your server about banking with you. Your staff will notice, and they will practice what they see.<\/p>\n<p><strong>2. It&#8217;s an &#8220;Introduction&#8221;, not a &#8220;Referral&#8221;<br \/>\n<\/strong><\/p>\n<p>&#8220;<em>I&#8217;ve enjoyed working with you on this piece of business. Could you introduce me to 2 people who you would want to know if you were in my shoes?<\/em>&#8221; is an awesome phrase to integrate into your every day conversation.<\/p>\n<p>Many people&#8217;s version of asking for referrals sounds something like, &#8220;<em>If you know anyone&#8230;hand &#8217;em my card.<\/em>&#8221; All while shaking their head from side to side. This <span style=\"text-decoration: underline;\">one principle<\/span> that I have been touting to audiences for years has helped countless bank and credit union professionals grow their business.<\/p>\n<p><strong>3. Realize that you are paid twice from each sale<\/strong><\/p>\n<p>Your close a particular transaction and there is some sort of commission or fee generated. The real money is realized when your customers begin marketing for you. I coach several high performing financial advisors, and they all say some variation of, &#8220;I get paid two ways&#8230;my management\/transaction fees, and when my clients introduce me to two people per quarter. Whether or not they invest with me, I really enjoy meeting new people!&#8221; Notice how they planted seeds of expectation for referrals within the customer&#8217;s minds.<\/p>\n<p>What are some of your most effective referral marketing strategies? Please share this post with your friends!<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Referral Roulette Your Bank Can&#8217;t Afford to Play! Every\u00a0bank gambles. The bank bets that the customer will repay their loans on time, they bet that their investments will create a respectable return, they bet that their customers will instinctively send solid referrals to them. \u00a02 out of 3 ain&#8217;t bad. Referrals are extremely profitable for [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[488,356,229,251,487,223,390,486,485,237],"tags":[490,495,491,494,57,492,489,493,455,25],"class_list":["post-858","post","type-post","status-publish","format-standard","hentry","category-banking-convention-topics","category-banking-customer-growth","category-building-business-relationships","category-building-customer-base-2","category-cross-selling-and-referrals","category-leadership-lessons","category-marketing-and-promotion","category-mortgage-best-practices","category-banking-referrals-speaker","category-sales-tips","tag-asking-for-referrals","tag-banking-convention-referrals","tag-banking-keynote-speaker","tag-best-practices-in-banking","tag-dave-sheffield","tag-grow-your-banking-business","tag-referral-business-banking","tag-referral-marketing-strategy-for-banks","tag-speakermatch-keynote-motivation","tag-the-shef"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Referral Roulette: Your Bank Can&#039;t Afford It!<\/title>\n<meta name=\"description\" content=\"Most banks and credit unions rely on &quot;hope&quot; as a marketing strategy for referrals. 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