 | Alan Rogers is a current member of Business Builders of SEK, a highly motivated business referral group. As a Real Estate agent for Century 21 Cobb Realty and sales partner in the SE Kansas Q&A Times, Alan is excited about the referrals it has produced and the great relationships he has established, that will help produce future referrals. |
Business
2011-10-20 11:45:23
The power of referrals – series - part 3
Q: Is word-of-mouth marketing the same as growing a referral base? If I provide a great product and excellent customer service, can I expect my referrals to grow substantially?
A: This month, in our ongoing discussion on the value of referrals, we will discuss practical ways to grow your referral base.
Many people mistakenly believe that word-of-mouth marketing is the same as a plan to grow your referral base.
When someone shares your business, information as it comes up in the conversation and may not have come because of any proactive effort on your part, other than providing great service and products. While beneficial when it happens, it is not the same as an active system of gaining referrals.
Growing your referral base does not happen by chance. It requires an active and ongoing plan for referral prospecting, which in turn, delivers predictable results. So, what can you do to actively gain referrals? You ask for them.
That may seem simple, but you would be surprised at how many businesses fail to do that very thing. There are many ways you can implement an ongoing, multilayered approach to gaining referrals.
Here is a sampling of the most effective and easily implemented:
•Ask directly at the time of service in a way that prompts action. Instead of saying, “Please remember to recommend my services.” say “Chris, do you know of anyone that might benefit from my services? If so, would you mind passing along this business card?”
•Make referrals cards readily available on counters and in waiting areas. Train all personnel to direct customers to them and ask for their help.
•Make asking for referrals part of regular communication for staff. When setting appointments, say, “We value you as our client and are grateful for the opportunity to serve you. We would love the opportunity to serve your friends and family as well. If you have someone in mind that needs our services, would you share our name?”
•Send a letter to your customers and clients thanking them for their continued patronage and ask them to support you with their referrals. Be sure to provide a few extra business cards in the letter.
Lastly, one of the most valuable ways to gain referrals is to widen your own center of influence. Admittedly, running a business takes a lot of your time, but taking time out to network with others is time well spent.
