Where opportunities come from.
WHAT SOURCES EXIST
Referrals from customers Your existing network Inbound enquiries Outbound approach Partners and intermediaries Events and communities Advertising
WHAT CONVERTS BEST
Referrals, consistently.
WHY
Trust is transferred, and price competition is lower.
HOW TO GENERATE THEM
Ask, explicitly, after delivering something well.
WHY ASKING IS NECESSARY
Satisfied customers rarely refer unprompted.
WHEN TO ASK
At a moment of demonstrated success.
WHAT TO ASK
Whether they know anyone with the same problem.
WHY THAT PHRASING
It is specific, and it is easy to answer.
WHAT INBOUND REQUIRES
Being findable, and being credible when found.
WHAT OUTBOUND REQUIRES
A clear description of who you are approaching and why.
WHAT MAKES OUTBOUND FAIL
Contacting everyone Generic messages No reason for this person, now
WHAT MAKES IT WORK
A specific trigger, and a specific observation.
WHAT PARTNERS PROVIDE
Access to buyers who already trust them.
WHAT THAT REQUIRES
Something in it for the partner.
WHAT TO MEASURE
Which source produces customers who stay.
WHY THAT RATHER THAN VOLUME
Sources differ enormously in customer quality.
