1. Deserve Referrals. If your business doesn't wow someone then who is going to refer you? Consistently generating referrals is a bit of a mindset. Tackle every customer you generate as though your sole purpose in serving them is to generate a referral. Would you change your approach to service? Now, you're not just a salesperson, you're a service person.
2. Target Referral Sources. Just as you must target your clients, you must also target those clients, vendors, peddlers or contacts most suited to generate the kinds of referrals you are after. Then you must educate them on who and what makes a good referral for your business.
3. Ask. People love to give referrals. Think about the last time you got a great deal on something or someone went over and above to help you - what was the first thing you did? You told everybody, right? Don't be shy about asking for referrals.
4. Tell Them How You Intend To Follow-up. The single greatest reason your friends, neighbors and clients may resist handing over referrals is because they had a bad experience in the past. They gave an eager salesperson the names of their family, and he still hasn't stopped hounding them. Let them know exactly what you plan to do and how you plan to do it. Ease their past concerns and don't hound your referrals.
5. Make It Easy For Them. Don't just ask if they know anyone who might need what you do. Give specifics. We know a financial advisor who wants to work in certain high-income neighborhoods. When he meets with his clients he puts a list of 50-75 names in front of them and asks if they know anyone on the list. He always comes away with several highly qualified leads.
6. Let Them Participate. Don't just jot down names and head out into the night, ask them to call, email and write on your behalf. Hand them a suggested letter of introduction that explains what you do and why you will be contacting them. Get your client to mail a letter on your behalf. Placing a call on your client's recommendation can open some doors, but nothing beats a heartfelt letter of endorsement.
7. Ask For Testimonials. One very passive way for people to refer business to you is to ask them to write a letter that details specific benefits that they have gained by working with you.
8. Follow-Up. When you acquire a lead, make sure that you act upon it quickly and keep the communication open with your referral source. Let them know how much you appreciate their referral and interest in your business.
9. Reward Them. There are many ways to encourage your contacts to send you referrals. Provide discounted or free services to them, share profits where appropriate, provide small but tasteful tokens of your appreciation.
10. Make Generating Referrals An Expectation Of Every Client Relationship. Let your clients know going in that you fully expect them to be so thrilled with the service that you provide that they are expected to give you at least ten referrals within the next six months. Just saying that to each new client will make them realize that they made a great decision in choosing to do business with you!
Have a Great Week!
Jerry Houston
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