Our System & Process

The principles behind how a home care referral generating system leads to a referral (the recipe)

  • Structured approach to Local Area Marketing
  • Consistent message
  • Reason to be there
  • What to say
  • Relevant marketing materials
  • Regularity of contact
  • Being at the point of patient need
  • Reach & Frequency

the seven steps to creating a

referral marketing system

The following seven steps constitute the core components used to build an effective referral marketing system for your business.

step No.1

Create a referral target market(s) – you must create a target list of companies and individuals who can be motivated to refer. This can be clients or a network of related businesses. Some people are just wired to give referrals – focus on that group.

step No.2

Identify your ideal referral client – In order to receive high quality referrals you must be able to quickly communicate the exact type of person or business that makes a great referral.

step No.3

Create and communicate your core referral message – you must be able to easily explain the value you can bring to anyone who is referred. It’s important that your referral sources know what makes you unique, what your brand has to offer that a referral might value most.

step No.4

Design a referral education system – When you meet with a potential referral source you can substantially increase the number and quality of referrals if you systematically educate them on: Who makes a great referral, what’s in it for them to provide a referral, how to refer you, and the exact steps you plan to take with that referral.

step No.5

Outline your referral lead offer and system – this is the heart and soul of the system. This is where you devise the creative offer that makes people want to refer you.

step No.6

Create a referral conversion strategy – what good are referral leads if they don’t become referral clients? You must map out a specific set of steps that will allow you to convert your referral leads. A referred lead is a warm lead, but in some cases, they may actually have higher expectation, due to the referral.

step No.7

Identify a referral follow-up strategy – to bring your referral system full circle you need to devise two follow-up steps. 1) a way to continue to market to your referral leads that don’t immediately turn into clients and 2) a way to systematically communicate the progress of a referral back to your referral sources to keep them motivated.

Benefits to the Stakeholders

Master Franchisor

 

  • Needs a Direct Marketing Toolbox to complement the Corporate Marketing Program.
  • Sell more franchises because prospects will now have certainty around the marketing.
  • New franchisees can generate business from day one.
  • Bolster royalties as substantial increase in referrals equals more revenue.
  • Consistency in field activity across the country and within geographic sister territories.
  • Create field level barrier to competitive entry.
  • Gives you total control over your brand and what franchisees are doing.
Franchisee

 

  • May not be Comfortable with Marketing Role
  • Takes the guess work out of marketing
  • Anyone can implement the system at all stages
  • Gets their phone ringing
  • Ability to provide `marketing in a box’ for their marketer with clearly defined job expectations
Marketer

 

  • May decide to do Marketing their own way without a Structured System
  • Simple and easy to follow
  • Exciting and motivating
  • Clearly defined parameters tied to activity requirements
  • Gives them a business reason to be there.

A uniform, centralized local area marketing system may not fix some of these franchisees but at the end of the day there will not be a franchisee who can blame corporate office for their own performance or complain that the master has not provided them with the tools to be the best they can be with local area marketing and referral generation.

A uniform, centralized local area marketing system may not fix some of these franchisees but at the end of the day there will not be a franchisee who can blame corporate office for their own performance or complain that the master has not provided them with the tools to be the best they can be with local area marketing and referral generation.

Key Components

Individualized Strategic Marketing Program
  • Influence Centers
  • Direct to Consumer
A Marketing Toolbox with 52 Weeks of
  • Personalized marketing materials
  • Conversation pieces
  • Reason to be with referrer
  • Easy to use, step-by-step process
Target Setting and Routing
  • Roadmap to achieve reach and frequency
  • Effective time management and productivity
Reporting and Tracking Tools
  • Marketer accountability
  • Performance management of the business
Monthly Marketing Webinars
  • Weekly messaging reviewed
  • How to use personalized marketing materials

Franchisee Setup Tools List

  1. Franchise Office Information Sheet
  2. Marketer Hiring Process
  3. Influence Center Strategy Worksheet
  4. Influence Center Database
  5. Routing Template
  1. Daily Goal Sheet
  2. Weekly Tracking Sheet
  3. Manager/Marketer Coaching Tool
  4. Office Referral Tracking Sheet
  5. Monthly Webinar
52 wks caledar