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Hi Ed!

It was great to speak to you last week.

I was producing one of these as a full proposal and thought that the content would be useful for our next conversation as well.

At the bottom of the page is a bit more generic info / testimonials, so I hope you enjoy / find everything you need for now – but please shout if not, and lets get that date in the diary

-Dave

The Potential Scope

In case video isn’t your thing I just want to reiterate what I said on the call, you’re clearly really partnership minded already, with a real commitment to doing whats right for your stakeholders, and so I’d love to support the growth of the brand if I can as the ethos and values seem to align.

With the work you’ve already done I think the value I could bring is refining and adapting to take things up a level, and allow for scale without affecting the quality of service you want the brand to be known for. If you’re 80% there now, then typically that last 20% is where the really exciting growth comes from. I’m sure you’d get there anyway, but it would take time (and lessons learned the hard way) - I accelerate those learnings and the growth.

I’ve split the outline into 2 sections, partnerships and referrals and then further information ‘below the fold’.

Strategic Partnerships

Working with organisations and individuals who have a match in values with vested interest in, and the capability to, refer your ideal clients, at the ideal time to buy, on a consistent basis.

However we work together the core of strategy will be based around my DANCE framework which helps turn these relationships from friendly handshakes into something much more structured and scaleable. I’ve detailed that below but some specific things to highlight:

*With the rapid scale you’re looking for (you mentioned getting your 4 advisors managing a team of 4 each) then structure becomes more important then ever, and embedding it now is much easier then retro fitting.

*With the Connection piece of the framework (adding value to your partners audiences so that they pro-actively introduce you) I think there is a chance to do something that adds real impact - most people in your space don't do that so you could really stand out as partners.

Here’s the framework in full

The DANCE Framework

Our framework for strategic referral partnerships consists of 5 different routines, each with their own steps. It’s been honed over many years of practical, on the floor, experience. Based on some big success, but then also mistakes either made or, more often than not, having been on the other end of when we were the party responsible for providing leads.

There’s 3 main things to think about here and it sets up everything else that we work on:
Why are you partnering? We need to be crystal clear on the outcome you’re looking to achieve. If that’s lead generation how highly qualified do you need the leads to be, and at what volume?
We need to know what a successful partner program looks like for you so we can help you achieve it.
Who’s your ideal client? Again, we need to be as specific as possible, if we don’t know who your ideal (or chosen target) client is, how can we uncover who the perfect partner is?
Who are your Perfect Partners? It’s not about saying we won’t work with anyone else, but about really identifying where we focus our proactive efforts. Where they’ll pass the right quality of lead, at the right volume, and at the right time. It’s much more than just having the right audience for you; it’s about the nature of their relationship, how they communicate, their values, and so much more.
We’ll not only uncover who they are, but also your unique Partner Value Proposition which allows you to engage with potential partners quickly and effortlessly.
For a partnership programme to flourish, and then scale, you need to ensure you have the behind the scenes set up in order. From internal systems, software and personnel, to the structure of your agreements - covering things like how we reward your partners.

We’ll make sure no stone is left unturned so you can be sure of delivering a consistent level of service to your partners.
The simple things really do matter, get this wrong and your partners will immediately lose trust, get it right and you’ll have partners for life.
You may not be ready to have everything in place on day one, but we’ll ensure there’s a road map to best in class that will serve you well along the way.
Your partners could become as important to the future of your business as your most key clients, so we need to make sure you treat them as such.
Communication is key and we’ll look at the various channels each partner type will need to ensure a rock solid relationship is formed that only builds over time.
From setting expectations at outset, and a seamless onboarding process; to reviews and regular updates that keep you front of mind, and the partnership moving in the right direction.
It’s about getting the right mix of automation and personal contact. Functional messages and value add communications. Formal reviews or forming relationships.
We’ll ensure your partners are left feeling loved, valued, and informed; so that when they’re approached by other potential partners there’s not even a thought in their mind about working with anyone but you.
A successful partnership doesn’t just happen. You need to help your partners connect their audience to you. Do the heavy lifting, make it easy for them, and you’ll reap the rewards.
Don’t, and you may well find your partnership experience an underwhelming one.
Depending on the partner and how they engage with their audience you’ll need to provide the right level of support.
Is this internal marketing support?
Partner facing materials where you share the benefit of your experience to enhance the ability of the partner and their team to refer you.
Or
Is it external, customer facing support?
All the materials and activities your partners may need to connect you with their audience through successful co-marketing campaigns.
From static materials like sales emails, to more immersive experiences like events.
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We’ll look at all this and more, including how you can really integrate your offering into your partners processes so the lead generation process happens seamlessly and repeatedly.
With confidence in both the existing offering, and the road map to an even stronger partner programme, it’s time to build your partner acquisition strategy.
Using the partner value propositions we identified during the Discovery stage we’ll cover how to get your first partners on board, how to then leverage them and your network to grow your partner base, before looking at advanced strategies to really scale your programme when the time is right.
Within this we’ll look at the supporting materials and messaging required - but by this point it’s all systems go.
Our simple 3 step process will provide you with all the partner leads you need to grow your programme and your business.

Referrals

This is all about helping your existing clients and wider audience to help you - because they do want to. You mentioned you’d like this to happen organically over time, and it will I’m sure, but having an intentional, but natural, strategy to support it will accelerate the process significantly.

Key to this is building a culture of referrals within your team once it’s of an appropriate size and as it scales.

Here’s an overview of what would I typically cover:

Why

Understanding the blocks as to why referrals aren’t being requested or converted, and reframing the mindset so this is no longer an issue. Also recognising the various reasons why someone wants to refer in order to be able to better engage with them.

People refer you for what you do, not what you sell and we'll keep this in mind throughout our work together.
When

The key to getting referrals is to ask at the right time. We’ll look through the your customer journey, starting from their first contact, to pinpoint the ideal times that referrals could be requested and potentially highlight new opportunities to add value and create the ‘wow’ moments that facilitate referrals.
Yes there'll be process and systems to help support this - but it will ultimately still be based on human intuition, because making an introduction is a personal thing.
How

From the tone of voice and the words the team use to request introductions, to how these personal requests are supported in a digital format. Also what we’re asking for - is it immediate introductions, or are we training the fans of our brand to be ready when they next spot an opportunity? Is it for new companies, or a new contact within an existing client?
We’ll also look at how referral leads are handled, and how those who make referrals are communicated with and rewarded - the most important piece in getting repeat referrals.

How Can The Work Be Delivered?

I have 2 models of working for The Strategic Partnership Work:

Consultancy

Interactive workshops to run through the framework, with a mix of coaching and consultancy, and during the sessions we’ll set out a roadmap of the actions to be undertaken - both immediate and in the future as things scale.

As we go through a full framework document is built which is updated and shared as we progress. The focus is very much on implementation.

As we move towards the end of any initial engagement it’s all about making sure that implementation is happening. How are conversations progressing with early or existing partners, what needs tweaking and what can be doubled down on.

Fractional Partnership Role

A more hands on role where all the structure and framework is still delivered, but in a more free flowing model of workshops, meetings and support. I’ll of course still need input, particularly during the discovery stage, but there’ll be less time requirement on you and your senior team. I’ll lead the project internally and play a more active role in the design and implementation of both the internal systems and external comms.

I can also play an active role in speaking with new and existing partners, whilst supporting the development of internal members of the team to step into the role.

I’m essentially part of your team for the time we’re together.
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Both models are very much ‘Done With You’ with all the accountability and support required to make your partnership channel a success.

Referral Workshops & Support

For the referral work it’s typically a series of workshops with relevant members of the senior team to set the structure and broader outbound campaigns, and then 1 or 2 with everyone customer facing in the team.

These workshops are highly interactive so that everyone comes away empowered, excited, and with a clear course of action to get results.

We then have a series of online follow ups to share what has and hasn’t worked and embed the learnings

Outcomes

Like any marketing activity we can’t guarantee results, but what we can 100% promise is that you and your team will have all the tools, frameworks, and skills needed to make the most of a Nearbound channel - and you’ll get there much quicker, and less painfully, then going out on your own.

You’ll get extensive documentation that allows you to repeat the work we do together in future, along with action summaries and roadmaps so that the pathway to implementation, and ultimate results, is a clear one. If I’m working in a fractional capacity then this will be even more hands on with email templates, processes, and live conversations with partners.

Most people we work with begin to see the consistent positive results of their partnership efforts within 3 months, but early wins can come much sooner where existing relationships are leveraged in a more effective way, especially with the client referral work.

The aim is for the return on your investment of time and money to be repaid as quickly as possible, leaving you to reap the rewards, which only compound as you scale, for many years to come.

A quick note on introductions to partners - I can’t make any promises on finding you new partners myself, but I am a connector of people at my very core, and if we work together I’ll of course do all I can to make any relevant introductions I can. It’s not the reason to work with me, more of a bonus, but I hope a good one!

Next Steps…

It would be great to continue the conversation how I could best support you in taking advantage of the opportunity the lies ahead. You can let me a know a good time for this by dropping a message to dave@collaborationjunkie.com or call on 07904 330628.

There’s also more information below which includes client testimonials and a bit more about my background

Testimonials

Steve Vale - Commercial Director Of Plann3d Solutions

When I first started working with Dave at the start of the year, my immediate goal was to not have a dip in work during the summer months.
8 weeks later with £100k of new work in, that I put wholly down to the mindset shifts and practical applications Dave has introduced, and my goals shifted.
I’ve not had to do anything drastically different to what I was doing before, just make subtle shifts in my behaviour and language to be more intentional about referrals with my clients and network in general.
As I’ve built momentum with the conversations I’ve been having, the connections and results have just snowballed.
And the work brought on has typically been with the clients that I want to be working with ongoing.
I can already see how this is going to bring the consistency our business needs in order to scale, and I’m now looking at how partnerships and referrals can help me attract more of those ideal clients rather than just filling my pipeline.
Rod Bailey - Chief Visionary Officer at ExecutiveSurf

If I had a dollar for every time someone said to me one of these; "Why bother investing in a consultant to help you bring in high quality new business through partnerships and referrals?" or "That's so obvious isn't it?" or "Don't you do that already?" or "Is that even a thing?", then... well I wouldn't actually still need to be in business...
Thanks Dave Plunkett and the folks at Collaboration Junkies. In just a few months, you've opened our eyes to a whole new world of opportunity, plenty of exciting prospects and some fully signed up new clients. I think you're on to something.
ExecutiveSurf - hooked on Collaboration junkies
ps. the answers to those questions: 1. Because there's a big ROI, 2. Yes but when did 'obvious' get a free pass into marketing strategy? 3. A bit, but blindly, making it pretty unproductive, 4. Yes, but don't tell anyone about it.
Tom Hadley - Founder of Sufu Marketing

Dave Plunkett is one of the most valuable businesspeople I’ve met in the last few years. He has deep specialist knowledge, a fantastic network and, most importantly, a deep empathy with people and a passion for helping them succeed.
Undertaking the Kick-Ass Collaboration Programme from Collaboration Junkie has achieved three things for Sufu that, even as an experienced founder who is a decade into my journey, I was struggling to achieve alone.
1. Targeting - I was able to see past some deeply embedded misconceptions about who my most valuable partners were, why, and how to redirect my focus. We all have blindspots, Dave removed mine.
2. Process & Systems – Dave has the “how” of partnerships down. You don’t need to worry that partnerships mean creating a lot of documentation, Dave has done the vast majority of the work for you, you can just tweak them to your needs.
3. Getting to work – The last value working with Dave has given me is simply the ability to make me move the dial for myself! He is as adept at working with people who are unsure and need nurturing, as he is with people who are confident and need challenging. He gets you to get it done!
I’ve already started to achieve tangible outcomes from my work with Dave in terms of securing valuable mentoring roles, getting content co-creation opportunities with valuable partners and improving my commercial outcomes through better pricing and negotiation.
Collaboration Junkie is a difference-making partner for B2B businesses who want to grow.

To see our full range of case studies and testimonials click here

Over the course of his career, Dave has developed hundreds, if not thousands, of partnerships. From growing his own membership organisation to 2000 members almost entirely through referrals and strategic partnerships, to providing access to the SME market for global brands such as Regus & Volvo, reaching nearly 1 million business owners along the way.
Dave's previous business was a customer engagement agency that helped connect business services providers to their target market by working with organisations that already had a community of their audience. Facilitating all the marketing support to make sure the right quality of leads were provided at the right time, in a way that added value to all concerned. Whether it be with big brands or new start ups, tailored introductions or prospects at scale (we delivered over 10,000 digital marketing leads to Yell over a 2 year period) we offer experience of lead generation partnerships from both sides of the coin.
And not all that experience has been positive. We learned as much from the mistakes made or witnessed as the successes. We've learned the hard way so you don't have to.
In 2020 (pre COVID) Collaboration Junkie was born. Helping ambitious business owners leverage their credibility to get high quality leads, on a consistent basis, from trusted 3rd parties - making Lead Generation an enjoyable process!
Over the last 4.1/2 years we've worked directly with nearly 100 business owners and their teams, the majority being in the agency space. Our sweet spot is successful brands looking for their next stage of growth - leveraging their brilliant reputation within their chosen sector to build exciting partnerships, and a culture of referrals within their teams, that means introductions from both partners and clients scales alongside the business.

Want to know a bit more about Dave as a person? Click here!