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Expert Opinion:
Trigger a Referral Using Your Infomercial!

ExpertopinionInfomercials are an indispensible way of motivating members to refer you. What will they remember from your presentation? BNI Executive Director Ian Scott presents the fundamentals on how to optimize your presentation. Clarity and conciseness are the keys to success.

Adapt what you say to your audience

According to Ian, the basic principles for creating a successful infomercial are simple. Each person must think of the best way to ensure that the people in the room understand his or her message. Here are a few tips to do that:

  1. Give a meaning to your message
  2. Keep it simple
  3. Use keywords
  4. Make people want to know more

Five steps to getting referred

To be sure of creating a successful infomercial, Ian advises that you follow the five steps. In one minute, your presentation must say the strict minimum and answer one question: “How can I help you?” An effective infomercial gives members the opportunity to understand what you can do for them and their networks.

  1. Introduction
    “My name is Angela Greene, owner of Elevate Retention. I am an expert in customer and staff retention.”
  2. Tell a story (Unique Selling Proposition)
    “For my clients, I find out what their employees and customers “really” think of them. In order to do that, I ask them questions. At the end, I compile the anonymous answers in a written report with a suggested action plan that’s given to company leaders. Because respondents know their identity is protected, they give more honest answers to a third party. Then, with the relevant information and the proposed action plan, decision-makers can implement quality changes.”
  3. Ask for business opportunities
    “So a good referral for Elevate Retention is a proactive professional who always tries to be the best.”
  4. Call to action
    “If you hear someone talking about improving service and about customer loyalty, please give them my card and ask them if I can contact them.”
  5. Reminder
    “Keeping customers and employees first, Angela Greene, Elevate Retention”

Ian Scott is the Executive Director of BNI in BC. Over his 13 years of participation in BNI, Ian has developed uncommon expertise in word-of-mouth marketing. The 54 groups that are under his supervision are testimony to his passion for human relations.

Contact Ian Scott:
1-800-365-2276
ian@bnibc.ca



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