Beyond Referrals: How to Use the Perpetual Revenue System to Convert Referrals into High-Value Clients (Bill Cates, 2013)

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  • Referability checklist: trust, value, responsiveness, credibility, reciprocity, professionalism, innovation, reputation
  • VIPS method: Value discussion, treat request with Importance, Permission to brainstorm, Suggest names & categories
  • Website landing page and offer valuable free report
  • Getting new prospect from: social events, philanthropic and community services, celebration, educational, affinity-group, nice dinner, chef’s table, wine and cheese tasting, chocolate tasting, cooking class, sporting events, golf outings, boat outing, xbox party, hobby outing
  • Client Attraction Story (CAS): what do you do (WOW), what do you mean (HOW), how do you do that (client attraction story)
  • CAS theme: why me - focus on integrity commitment and follow-through, growth - focus on increased revenue and market share, efficiency - increasing profit and saving time and money, buy right - making the right decision and offering good advice, protection - preventing problems
  • Pillow talk: get referrals without pushing or begging. E.g. “10 ways to preserve your property” instead of “save the house”
  • Present yourself as an additional resource to your prospect
  • SNAP Selling - Keep It Simple, Be iNvaluable, Always Align & Raise Priorities
  • People buy what’s familiar. A soldier wrote letters to her fiance almost daily but the reply starting to decline. At the end when he went home she married the postman
  • Enthusiasm > belief > true conviction. Always believe in your own product
  • Differentiate yourself: why did you start a business in the first place, why are you still in the business you are in, what are you excited about your products or services, why do you work for the firm you do, what is it an exciting time for you and your business
  • Teach customers to buy what you sell by giving them free sample


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