 | Byron Stokes is the owner of Stokes Consulting, a Pittsburg based employment consulting company. Stokes Consulting assists individuals with resumes, cover letters, and job acquisition. Also, Stokes Consulting provides hiring services to small and medium size businesses. For more information about Stokes Consulting please call 620-778-5447 or visit www.stokesconsulting.biz. |
Business
2011-09-29 11:43:06
The power of referrals - series - part 2
A: In our ongoing discussion on the value of referrals, this month, we will answer that specific question. You are not alone in struggling to gain referrals, even from happy customers.
Even if a customer or client is happy with your goods or services, there may be many reasons why they fail to give a referral, with any number of those reasons playing a part in why that particular customer failed to refer to you or your service.
Let’s run through the most common reasons why referrals fall through the cracks:
• You may not be as memorable as the next business. If the customer goes to several businesses offering the same service, they may only remember the most memorable name or logo.
• They may have recently seen or have marketing material from another company readily available that prompts them to refer another business.
• The client remembers the general location of your business, but not the name, leaving the “almost referred” misdirected.
• The client or customer forgets to offer because too much time exists between needing the service. “Out of sight, out of mind” problems develop.
• The client may feel a lack of incentive to offer a referral.
• While a referral was given, the referral-receiver is too shy to initiate contact.
• Or, in the case of online referrals, a person has too many referrals from which to choose.
When you think about it, a referral must overcome many obstacles before it is developed. Someone must first think to ask for a referral, then the customer must remember your name and contact information or have your marketing material on hand, and finally, the person must act on the information. Some express that it happens as frequently as an eclipse. However, you should not merely wait for referrals to come to you. There are many things you can do to grow your referral base, which we will discuss next in our continuing series in The Power of Referrals.
