Generating a Lead:
A digital prospecting strategy: "Active Referral Lead Generation on LinkedIn"
One of the best known networking strategies is to connect with your best clients for specific referrals based on their network.
When utilizing LinkedIn to search for prospective clients through your current client's contacts, look for decision-maker titles such as "HR, CFO, President etc." that are second degree connections.
Ask for a specific introduction via in-person, phone, email or LinkedIn, whichever method is preferred by your client:
"Hi ___, I noticed on LinkedIn that you are connected with _____ at _____ company. I've been looking to connect with this company to see if there's an opportunity to advise them on their benefits or retirement as we do for you.
Would you be able to offer me an introduction to ____?
This would be a great opportunity for me to expand my network and offer some insights such as benchmarking reports and plan audit recommendations. We pride ourselves on being educators and Advisors, not salespeople, so we would like to provide some great data regarding their Benefit Plan that may greatly impact them.
I appreciate your consideration and hopefully an introduction! If it helps, I can send over a quick email to use as a template"
Our Employee Benefits Advisor at [your company] is [Advisor's name] with [Advisors Company] and they would like to connect with you at [their company].
I'm happy to make this referral as they've done great work for us and we're confident in their approach. I am sure that if you are able to connect with them, they will be able to provide you valuable information such as a benchmarking or plan audit report - free of charge.They are not typical brokers who only want to offer you another quote!
If you'd like to learn more feel free to reach out, otherwise I hope this intro is well received and ends up being valuable for you!
If your Contact responds negatively and refuses an introduction or advises against it, use this as an opportunity to request feedback from your client to improve your service or overall ability to be "referable". Learn and improve!
No response, send a follow up in a few weeks, people are busy!
They don't know this person.
"No problem, thank you for the response! It's LinkedIn, I didn't expect that you know everyone you're connected with. I am actively growing my business, if I come across another opportunity in the future would you be open to me connecting for another referral?
[Set a reminder to follow up in weeks or months with another contact]
Success! You've got an intro and it's time to move to Step 2 and engage your new lead.
For a more detailed breakdown of this Strategy please connect with us at firstname.lastname@example.org.
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