Three Tips for Generating Referrals
Daryl T. Logullo says that boosting your referrals is as easy as asking yourself three questions:
Do your existing clients understand the full scope of your services? It's possible you have clients only too happy to give referrals who are aware only of the services they use. The solution is to give your clients a big-picture view of your company.
Do your clients know you want to grow your business? If you think it's tacky to request referrals, Logullo argues the reverse is true. "When you talk referrals, most clients are thrilled that you thought so highly of them that you're sharing your growth plans and requesting their help," he writes. "Try it and you'll be astounded at the reaction." And if you still balk at the thought, Logullo suggests planting a "quiet seed" with a note instead of a conversation.
Do you reward referral-generating behavior? Acknowledge any referral from colleagues with a gift, a free product or an extra resource. "It's an honest appreciation and recognition for those people who have helped you," says Logullo. "They've taken time from their schedules to do you a favor." And make it a habit to reward any referral, even if it turns out to be the worst prospect you've ever seen. People appreciate rewards, and you'll keep getting referrals.
The Po!nt: By devoting a greater share of your marketing resources to the creation of an extensive referral network, you'll see a compounded pay-off year after year.
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