REFERRALS. The gold at the end of the rainbow for your marketing purposes.
We hear you saying, “but it's not that easy to get referrals!"
First things first – are you doing these things?
- Giving potential referrers a frame of reference – a position – to think of a referral within?
- Being consistent so customers always know what to expect?
- Getting customers to know, like, and trust you?
If you're not, you should be, because referrals are powerful. They offer:
- Great ROI
- A shorter sales cycle
- More qualified leads
- Fewer price issues
Who should you be asking for referrals?
- Anyone who serves your target market but doesn’t compete with you
- Current customers
- Strategic partners
Here comes the hard part – asking for, and getting, referrals.
Try this referral process:
- Set expectations
- Educate your customers on your referral process and what the perfect referral looks like
- Choose “moments of truth” to act
- After the first meeting
- After signing the contract
- After critical milestones are met
- Follow up
- Tell them the status of their referral
- Offer to return the favor
- Something personal, for their business, or for the community
- A small token “just for thinking of us”
A referral isn’t always a lead, but it can still have tremendous value as an introduction, a new partner, or a new vendor.