GAMA International Journal Jul-Aug 2013 - 133

h av e yo u re ad . . .

Beyond Referrals: How to Use the Perpetual Revenue
System to Turn Referrals into High-Value Clients
Bill Cates | McGraw-Hill | 240 pages

John T. Baier, M.S.F.S, CLU ChFC CFP CLF, is the managing
partner of New York Life Insurance Company’s New Jersey General
Office. He has qualified for GAMA’s International Management
Award at the Diamond level for eight consecutive years and
has earned multiple Master Agency Awards. He was the 2013
Management Hall of Fame inductee, the highest honor given in
the financial services industry. You can reach John at johnbaier@
ft.newyorklife.com.

introduction’ is not
just word of mouth.”

J o h n T. B a i e r , M . S . F. S . , C L U C h F C C F P C L F

“An ‘engaged

No one in this business can ever get enough referrals.
Advisors and agents want more referrals to qualified prospects. Managers and
recruiters want more referrals to interested candidates. Yet few have been able to truly
master the referral process. Too many advisors are stuck in mediocrity, addicted to lead
programs and other, less effective client-acquisition strategies.
In his new book, Beyond Referrals: How to Use the Perpetual Revenue System to
Turn Referrals into High-Value Clients, author Bill Cates takes client acquisition to new
heights. Cates, an industry expert in the referral process, has done something unique.
There are many books on referrals and many more on sales. But this is the first book
that combines both: how to make the sale from a referral. In Beyond Referrals, Cates
introduces us to his Perpetual Revenue System (who wouldn’t want that?) — which
makes up all four sections of the book. In “Section I: Get More Referrals,” he gives us
fresh ideas for generating more and better referrals and explains how social media is
affecting the referral process — in a good way.
In “Section II: Get More Introductions,” Cates shows us how to turn those referrals
into personal introductions — what he calls “engaged introductions,” or collaborative
efforts in which the referral source works with you to make sure you get connected to
the new prospect. An engaged introduction is not just word of mouth. And it’s not just
“give a call and feel free to use my name.” Instead, it gets your foot in the door and
establishes a genuine connection between you and the new prospect. His chapter on

have you read?
Have you read a book that you
couldn’t put down—or that you
keep bringing up to associates
and friends? Have you read
a new best seller with fresh
perspectives or do you keep
going back to an old favorite
on your bookshelf that has
given you lasting wisdom?
Share your find with fellow
GAMA members by contacting
Mary Barnes at 571-499-4317
or mbarnes@gamaweb.com.

event marketing alone is worth the price of the book.
In “Section III: Get More Appointments,” Cates shows us why methods for
contacting referral prospects should never be confused with methods for contacting
prospects from other lead sources (huge mistake) and provides practical ideas for
approaching new prospects. Finally, in “Section IV: Get More Clients,” Cates gives us
practical tools for closing more cases. He also shows us that “closing the sale” need not
be a tricky, pressure-filled, or manipulative event.
As we acquire clients, the cycle continues. Referrals lead to introductions, which lead
to appointments, which lead to new clients. And the cycle can continue — perpetually.
Now, here’s the kicker! Since many clients are capable of introducing you to more than
one new client, by using these methods your business can grow exponentially!

j u ly / au g u s t 2 0 13

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GAMA International Journal Jul-Aug 2013

Table of Contents for the Digital Edition of GAMA International Journal Jul-Aug 2013

INSIDE GAMA INTERNATIONAL
INSIDE GAMA FOUNDATION FOR EDUCATION AND RESEARCH
WASHINGTON WATCH
LEADING INDICATORS
THE BIG 8: CORE PRACTICE EFFICIENCIES FOR FINANCIAL SERVICES SUCCESS
CREATING A PROSEPCTING CULTURE
SELLING THROUGH STORYTELLING
2013 GAMA INTERNATIONAL RECOGNITION & AWARDS REGISTER
PRESIDENT'S MESSAGE
HAVE YOU READ...
THE LOTT SPOT
LEADERS' Q&A
INDEX OF ADVERTISERS
TOP 10
GAMA International Journal Jul-Aug 2013 - C1
GAMA International Journal Jul-Aug 2013 - C2
GAMA International Journal Jul-Aug 2013 - 1
GAMA International Journal Jul-Aug 2013 - 2
GAMA International Journal Jul-Aug 2013 - 3
GAMA International Journal Jul-Aug 2013 - 4
GAMA International Journal Jul-Aug 2013 - 5
GAMA International Journal Jul-Aug 2013 - 6
GAMA International Journal Jul-Aug 2013 - INSIDE GAMA INTERNATIONAL
GAMA International Journal Jul-Aug 2013 - 8
GAMA International Journal Jul-Aug 2013 - INSIDE GAMA FOUNDATION FOR EDUCATION AND RESEARCH
GAMA International Journal Jul-Aug 2013 - 10
GAMA International Journal Jul-Aug 2013 - 11
GAMA International Journal Jul-Aug 2013 - 12
GAMA International Journal Jul-Aug 2013 - WASHINGTON WATCH
GAMA International Journal Jul-Aug 2013 - 14
GAMA International Journal Jul-Aug 2013 - 15
GAMA International Journal Jul-Aug 2013 - 16
GAMA International Journal Jul-Aug 2013 - LEADING INDICATORS
GAMA International Journal Jul-Aug 2013 - 18
GAMA International Journal Jul-Aug 2013 - 19
GAMA International Journal Jul-Aug 2013 - THE BIG 8: CORE PRACTICE EFFICIENCIES FOR FINANCIAL SERVICES SUCCESS
GAMA International Journal Jul-Aug 2013 - 21
GAMA International Journal Jul-Aug 2013 - 22
GAMA International Journal Jul-Aug 2013 - 23
GAMA International Journal Jul-Aug 2013 - 24
GAMA International Journal Jul-Aug 2013 - 25
GAMA International Journal Jul-Aug 2013 - 26
GAMA International Journal Jul-Aug 2013 - 27
GAMA International Journal Jul-Aug 2013 - CREATING A PROSEPCTING CULTURE
GAMA International Journal Jul-Aug 2013 - 29
GAMA International Journal Jul-Aug 2013 - 30
GAMA International Journal Jul-Aug 2013 - 31
GAMA International Journal Jul-Aug 2013 - 32
GAMA International Journal Jul-Aug 2013 - 33
GAMA International Journal Jul-Aug 2013 - 34
GAMA International Journal Jul-Aug 2013 - 35
GAMA International Journal Jul-Aug 2013 - SELLING THROUGH STORYTELLING
GAMA International Journal Jul-Aug 2013 - 37
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GAMA International Journal Jul-Aug 2013 - 2013 GAMA INTERNATIONAL RECOGNITION & AWARDS REGISTER
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GAMA International Journal Jul-Aug 2013 - 128
GAMA International Journal Jul-Aug 2013 - PRESIDENT'S MESSAGE
GAMA International Journal Jul-Aug 2013 - 130
GAMA International Journal Jul-Aug 2013 - 131
GAMA International Journal Jul-Aug 2013 - 132
GAMA International Journal Jul-Aug 2013 - HAVE YOU READ...
GAMA International Journal Jul-Aug 2013 - 134
GAMA International Journal Jul-Aug 2013 - THE LOTT SPOT
GAMA International Journal Jul-Aug 2013 - 136
GAMA International Journal Jul-Aug 2013 - LEADERS' Q&A
GAMA International Journal Jul-Aug 2013 - 138
GAMA International Journal Jul-Aug 2013 - INDEX OF ADVERTISERS
GAMA International Journal Jul-Aug 2013 - TOP 10
GAMA International Journal Jul-Aug 2013 - C3
GAMA International Journal Jul-Aug 2013 - C4
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