Have you ever wondered how some advisors create practices on referrals only, while you are stuck spending twenty times more than they do on marketing for similar results? And if you are anything like me, I know that I should be asking for referrals, but the timing usually just doesn’t seem right. Sometimes it almost feels awkward? Well I am about to give you a little secret about throwing an outrageous client event. And if done correctly, that will have your clients do all of the tough part (referring) for you.
To begin, did you see some of the freaking amazing pictures taken from the penthouse at the RIN event last month? We were literally up at the top of Atlanta (47 floors high… which makes it one of the tallest buildings in Atlanta) and the view of downtown Atlanta was unbelievable. I would wager to say there isn’t a better view from any other building as this is the by far the newest edition to the Atlanta skyline and the developers did one heck of a job creating an amazing and one of a kind view. And the best part was that our advisor clients that attended the event went home showing pics to their families, their friends, and even bragged to other advisors (which led to some great referrals that I will discuss later in this article)
Question: Can you recall the last time that you had one of those “Outrageously Over The Top” experiences from a vendor you use, a club that you are a part of, an event, a service provider, or even a family vacation?
If you can, I would be willing to bet that not only did you come home and talk about it to friends, family, and co-workers, but you probably (if not multiple people in your family) posted pictures of your amazing experience to social media sites and sent them through email. In essence, you were creating referrals and spreading the good word for the company or service that provided the incredible experience without the group having to even ask you to. All they did was provide the incredible experience and the rest took care of itself. The late Jim Rohn said that every customer that you can treat exceptionally well and provide a one of a kind incredible experience is each worth $10,000 in advertising. So if you had 10 clients you treated this way, they could be worth $100,000 in free advertising over their life span with you.
Are you now starting to see how some of your competitors are creating countless referrals? Are you starting to see just how powerful this is?
So why can’t you recreate an incredible and unique experience for your clients and top prospects? Have you ever been to Disney before? Chances are that you had one of those over the top experiences, as Disney strives to do that every single day of the year (Especially if you stay in one of their hotels on the property). Do you think that Disney is the benefactor of countless referrals due to creating an amazing experience? Of course! To the tune of billions of dollars every year.
Let me continue with our own personal experience regarding the RIN event so you can come away with some exciting thoughts and figures on how to create an over the top experience like we did.
We hosted 28 ideal clients and some prospects (financial advisors) at our offices here in Atlanta, GA last month. And not only did we provide them some exclusive digital content and some great things to implement in their practice, we took it a step further. The night of their arrival, we had limos pick them up from the airport and drop them off at our one of kind penthouse office in downtown Atlanta. We brought in a very famous Chef, had professional photographers, waiters, etc. In a few words, we did it right. But the main attraction was the view from the penthouse as this left our clients going home from that trip talking about it, bragging about it, and even referring other ideal prospects. Oppositely, we could have saved money and had them all get rides from the airport on their own, find dinner on their own, and still do a great educational event the following day.
But which version do you think will yield the greatest results? Which version do you think has already resulted in multiple referrals in less than 30 days? You can do this too. Be outrageous. Be one of a kind. It can pay huge dividends when done correctly.