Direct Marketing Digest

Referral Strategies

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7 Easy Ways to Get More Referrals

Over the last 23 years, almost all of my business has come from referrals, especially in my internet marketing practice. But, it wasn't always this way. In fact, it was a long time before I received my first one. Since then, I have learned a lot about accelerating the process. That's what I want to share with you this week:

Doing good work for one's clients and hoping that they will refer you business can be a big source of frustration for many professionals. There are a lot of reasons people don't refer you business--- even if they are very satisfied clients. If a professional will recognize these barriers and implement a plan to overcome them, a flood of new business can be opened up. Here are seven reasons why clients and colleagues will be happy to give you more referrals:

  

1. You'll get more referrals if your potential referral sources perceive that you need or want referrals. Many clients have the mistaken impression that your customers come through some form of advertising. Some may think that you are always very busy (especially if you have led them to believe that!) and don't need referrals. The fact that they were referred to you themselves does not minimize this problem. This is especially true when your clients are not directly involved in any sort of selling activity themselves.

Overcome this problem by educating your clients and contacts that you do in fact welcome referrals. Plant seeds anytime you can. For example, instead of saying you are "quite busy" when asked about your activities, you might respond by saying "I'm excited about a new account we have. They were referred to us last month by another client who was very pleased with work we did for them. In fact, most of our new business comes by way of referrals from current and past clients."

2. You'll get more referrals if your clients and contacts feel comfortable enough to refer you business. In order to take the risk of advocating someone use your services, potential referral sources must have enough confidence in their own judgement about you. Bypass this problem by relating as many success stories you have been able to bring about for your clients. Even though you won't tie a specific story to any one client, the referral source will get the idea that good things seem to happen when you are around. Be punctual in all of your dealings with people, return calls promptly (even sales people!) and be consistent in your participation in any organizations you belong to. Potential referral sources will equate this behavior with trustworthiness.

3. You'll get more referrals if clients and contacts know how to refer you business. If they are willing, we must provide the ways. If a referral source suggests that you call a particular CEO, resist the impulse to celebrate. Rather, start asking questions--- How do you feel I could help her?... How do you know her? ... and what have you told her about me? If they haven't already, ask them to call her so she will expect your call. Better yet, (and if they are willing) ask them to have her call you.

4. You'll get more referrals if clients and contacts know exactly how you can benefit others. Their contact with you may be limited to a very small part of your business. Improve your position by making sure that they understand all the ways you help your customers. Accomplish this by first asking about their business (or life) and adding a few words of your own about what you are doing. Quite often you'll get a "I didn't know that!" response.

5. You'll get more referrals if you thank your active referral sources enough. To establish an environment that encourages more referrals, always thank a referring party three times. First, thank them verbally, both at the time of the referral and later after contact has been made with the prospect. Then thank them in writing. Finally, thank them with some small, appropriate gift after your project is complete. Use the "thank you" process to keep referrers informed of progress you have made with the refferral. They want to know the outcome of their actions.

6. You'll get more referrals if past clients and contacts don't forget about you. It does no good if your potential referral sources think you walk on water if they do not remember that fact when confronted with an opportunity to refer you business. Combat this loss of memory by consistently reminding people that you're out there by staying in touch. Do this by telephone (purely social calls), mail (copies of things in the news you thought they will find interesting) or via other communications you produce. Don't let more than three months go by without them hearing from you.

7. You'll get more referrals if you undertand why clients and contacts give you referrals in the first place. In many cases, it is not to benefit you, but to help the party to whom they are referring you! This is important, because it reflects a shift in attitude from one that is about you to one that is about how you can help others and make the referring party look good in the process. That is why keeping referral sources in the loop as the entire process proceeds, so they KNOW that they have helped that the person or company--- It makes THEM look good!

Here's one more business growth strategy, and probably one of the best ways to get more referrals. Become a source of referrals yourself. If you are seen as a source of referrals, most people WILL reciprocate!
     

Strartegy