“At each stage of the event from planning to delivery to follow up, Andy’s approach was extremely impressive. He spent time at the outset understanding us, the way we work and our key objectives and this continued with discussions with us in the run up to the event to shape the session to our needs. ”
Andrew Kelly, Director Human Capital Services, BDO llp
“Andy certainly made a difference on how I normally approach / perceive events such as this. ”
Ann Azzopardi, Category Buying Manager, Pret a Manger
“It was the best talk I’ve ever been to. Loved the content, pacing, delivery, structure. Your message was very memorable (imparting that much information can leave listeners forgetting what was said) and you managed the balance between substance, detail and memorability well. ”
Rebecca Aguilar, BBC Worldwide
“I would not be exaggerating in saying that last night was the most well received and successful event YEN London has had in over two years. ”
Jairo Jaramillo - Chairman, London Young Engineers Network
“Andy Lopata is a true role model for any aspiring professional speaker in my view ”
Heather Townsend, author of The Financial Times Guide to Business Networking
“I found the session with Andy really interesting and helpful. It offered a different perspective to development sessions I have been to before and it made me really think about how I was positioning myself at work and what I needed to be doing differently. ”
Tori Henderson, Senior Public Policy Manager HSBC
“Andy has a can do and flexible attitude and is happy to develop and shape the content in line with the clients changing needs. Feedback from participants on Andy's workshops has been consistently very positive. ”
Una Murphy, Manager BBC Careerlink
“Several people were surprised to find out that Andy didn’t work in our sector as he related his knowledge so well and confidently, which was key to getting the audience to buy into his advice. ”
Suzanne Rowse, Director, British Boarding Schools Workshop
“I have already received three emails and two telephone calls from attendees who have expressly advised that as a direct result of the presentation they will without doubt be changing the way in which they network. A huge success. ”
Michael Strawbridge, Head of Member Services, Learning and Performance Institute
“In the three months since Andy delivered his sessions, I've noticed a clear change in the approach taken by everyone who participated. We have already received a number of referrals as a result. ”
Andy O'Sullivan, Head of Sales - Hospitality, Wembley Stadium
“Andy, thanks again for making our Balance HK event a huge success. The audience gave you their undivided attention and you could hear a pin drop when you were speaking. I have never witnessed that before, with a room of 170+ people! ”
Maggie Suttie, Chair Balance Network, HSBC Hong Kong
“Andy worked with my business partner and me for a number of months as a referral and networking coach. Our business has demonstrably grown due to the new techniques and skills learned through working with Andy. ”
Dan Hall, Financial Advisor, Merrill Lynch
“Wherever I go, Andy is held in very high regard and I can personally endorse him as someone who is easy to do business with, professional and also great to work with. ”
Phil Jones MBE, Managing Director, Brother UK
“In the pre-event correspondence, you were the most professional speaker we’ve ever had. By asking great questions as you did, it helped to make us more professional event organisers. ”
Jackie Barrie, Co-President, Professional Speaking Association South East England
“The feedback we received from members was overwhelmingly positive, making it one of the best sessions we had all year. ”
Aileen Parsons, Relationship Manager - Strategic Client Services, Paypal
“Andy is really engaging and left the audience wanting more which is a rarity when you work in Finance! He is extremely professional and personable and it felt like Andy really knew the topics and had researched the audience. ”
Nicola Hradek, Co-Chair HSBC Balance Employee Network
“It is great to work with a speaker like Andy who really wants to understand the audience he speaks to and tailors his content to them. ”
Galina Lebedeva, Education & Events Senior Co-ordinator, Wella UK & Ireland
“There are many motivational speakers on the circuit who leave behind them just a short lived glow and then there are the subject matter pragmatic, passionate presenters who can potentially change the long term way their audience thinks or operates. I’d put Andy Lopata in the latter category. ”
Trevor Salomon – Director, Corporate Marketing, IFS
“Andy's 'The Networking Mindset' networking event was fascinating. I've been to loads of networking events over the years which are always full of people who don't quite know why they're there.... myself included. ”
Nicholas Harkin, Head of Risk & Governance at Close Brothers Retail Finance
“There is a handful of people who I would consider really an expert in networking, and Andy is one of the few people on that list. ”
Dr. Ivan Misner, Founder and CEO, BNI
“Andy's enthusiastic and interactive presentation at our National conference was very much appreciated by all and his series of workshops for my leadership team has been put to significant positive use. ”
Shona MacDonald, Business Director UK & Ireland, Wound Care. Molnlycke Health Care
“Not only my individual life has had a total makeover after I met Andy, as a result of my personal improvement, the networks that I lead are now making a much bigger impact in the society. I can never thank Andy enough and would highly recommend him any time without hesitation. ”
Ruth Lau, Central Marketing, HSBC Private Bank
“Andy has successfully elevated networking into more of a strategic arena ...................rather than it just being a "skills" thing. ”
Phil Jesson, Director of Speaker Development Academy for Chief Executives
“The feedback from attendees was overwhelmingly positive and we will continue to run the training in other offices in EMEA. ”
Astrid Huijssoon, Senior Marketing Manager Cross Border Trade - PayPal CEMEA
“'Networking' as a topic can often seem forced... about tools and techniques to 'work a room' or 'get noticed' - Andy's take on it in this talk was so far removed from the glib truisms we've all heard before. ”
Bryony Thomas, Watertight Marketing
“As a direct result of Andy’s workshop, we are now implementing a “networking strategy” that is aligned to supporting our key business goal. Andy’s advice/insights have made me re-think all my customer interactions and even in the short term I am getting results. ”
Adam Newman, Health Outcomes Consultant, GSK
“I would recommend Andy to come and spend time with any team that wants to maximize the time of its busy people out in the market ”
Tomas Freyman, Partner, Valuations. BDO llp
“Andy is an energetic presenter who quickly captured our audience's attention. The content of his presentation was excellent and fostered lively commentary and questions. We will definitely have Andy back for another session and are looking for other ways to partner with him. ”
Jennifer Rademaker, Head of Strategy Development Europe, MasterCard
“"I was captivated by Andy's insightful and thought-provoking workshop. You could feel the energy in the room at the end. Several people commented that the event had changed their lives!" ”
Miranda Abraham, Chair, Women in Banking and Finance
“The process to gaining the right referrals does not happen overnight, but executing Andy’s strategy into your daily business routine will lead to referral success. ”
Tom Price LLB DipPFS Hodgson Wealth Management
“Andy’s style suited our company values perfectly as it is very much based around letting people learn at their own pace and be part of the sessions instead of just being presented to. There was a mixture of experience, job roles, nationalities and seniority in the room and Andy ensured that everyone felt this training was directed at them, such is his way with words. ”
Robert Kenward, Global Development Director, Banks Sadler

Closing the Advocacy Gap

It's a question I'm sure you've been asked countless times and have possibly asked yourself. Maybe it's been posed in person, more often as a tick box on a post-sales questionnaire or client satisfaction survey. And so many companies seem to believe that it suffices as a referral strategy.

"Would you be happy to recommend us to your friends and family/colleagues?"

Earlier this year a client of mine shared some very interesting information. A financial services firm, they had carried out a nationwide survey of their clients, as they do every year. And among the questions were the standard referral questions: 

"How satisfied are you with your adviser?"

"How likely are you to recommend your adviser?"

         

The respective return of over 80% very satisfied and very likely to refer in both of the last two years were positive and well above the industry standard. Many companies would stop there, giving themselves what they feel would be a well-deserved pat on the back and ticking the 'referrals' box in their marketing strategy. 

My client, however, went on to ask another question. 

"Have you recommended your adviser in the last two years?"

All of a sudden there's a big gap between those who say they are happy to recommend and those who report they have done so. While 47%-49% is still a large and positive response, there's no indication of the quality of the recommendations and referrals. How many of those reporting that they had recommended had simply passed on the name and number of the adviser and seen no follow through? 

This leaves a big 'advocacy gap'. People who have indicated that they would recommend or refer their services but have not done so. This is a gap that would be substantial in most businesses for one simple reason.

Whilst businesses are happy to ask "would you be happy to refer us?" they are less likely to ask "would you actually do so?". The former is a soft option, asking someone if they would be happy to do something in theory doesn't run the risk of offending or being rejected. 

To win referrals, however, you actually need to ask. Not tick boxes or ask if someone would be happy to but actually request the referral. It takes more work, more consideration and more patience than the tick box exercise but yields a greater return as a result. 

You can't simply make a sale and wait for referrals, as so many sales people seem to believe. You need to develop and nurture the relationship. In another interesting finding from their survey, my client identified that their satisfaction rates dropped off the less frequently they interacted in person with their clients.

This would, of course, have an effect on the willingness of their clients to recommend and refer them. 

If you want referrals you need to build and establish a relationship, nurture that relationship and then, at the right time and in the right way, ask. 

Otherwise you'll have a nice warm feeling about how popular you are with your clients....but no more business as a result. 

Comments

Post new comment

The content of this field is kept private and will not be shown publicly.
  • Web page addresses and e-mail addresses turn into links automatically.
  • Allowed HTML tags: <a> <em> <strong> <cite> <code> <ul> <ol> <li> <dl> <dt> <dd>
  • Lines and paragraphs break automatically.

More information about formatting options

Image CAPTCHA
Enter the characters shown in the image.

By posting a message, you accept that your message and other personal details about you will be analyzed and stored for anti-spam and quality monitoring purposes, in accordance with Mollom's privacy policy. For more details see our privacy policy.