how-to: be a referral magnet - a simple "referral hub" approach
Post on 21-Oct-2014
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DESCRIPTION
Need more referral business? What if those valuable referrals could happen intentionally, as a result of doing good work and putting yourself in the right place and at the right time. Join us to learn about a system that attracts a steady stream of referrals to your business.TRANSCRIPT
WHO THIS IS FOR
● B2B● B2C● Online business● Local business● Physical products● Digital products● Local services● Software services
OUR JOURNEY
● Devise a Plan● Be Referable● Target Them● Educate Them● Motivate Them● Follow-Up
Interrupt me at anytime for questions / comments
WHY THIS IS IMPORTANT
● Referrals are top-quality leads● We are in the “attention economy”● People are constantly distracted● It will help everything else● Unique approach● Multiplier effect● Get referrals from multiple sources● It works!
cdn.referralcandy.com/images/why-referral-marketing-is-awesome-by-referralcandy-590.jpg
WHAT IT LOOKS LIKE
YourClient
You
Your Client’sContacts
Related Companies
Survey
Reciprocity ReferralsHub Referrals
Social-Proof Referrals
WHY THIS ROCKS
Several strategic byproducts:● Clients tell others how great you are● Companies tell others how great you are● Your business grows without anyone seeing
this strategy as a selling system● Developing a habit vs. fight for mindshare
TONS OF USES
● Marketing strategy for existing business● Generate Word of Mouth exposure● Find new products for customer base● Dedicated business (pay per lead)● Creating a platform/following● Generate community buzz● Create a tribe
DEVISE A PLANStep 1
OBJECTIVES
● Be the "go-to" for any services related to your product or service
● Be a hero to your clients and other businesses
● Do it once, reap rewards over & over● Avoid (uphill) battle for mindshare● A system that’s easily automated
THE PROCESS
1. Your client asks you for a referral2. Give them 2-3 companies/options3. Give them a referral survey to fill out afterwards4. Tell respective companies about the referral
(include client’s name)5. Tell the companies you will be following up with
client to see if they were happy with your referral6. Send follow-up reminder to client 10 days later if
you have not received the survey back7. Send a copy of the survey to the referred company
(with a feedback note from you)
BE REFERABLEStep 2
FIRST & FOREMOST
● Show up on time● Do what you say● Finish what you start● Be polite (please, thank you, etc.)
CRITICAL: Everything else breaks down if clients don’t trust that you’ll make them look good (in the eyes of who they refer)
TARGETStep 3
LIST RELATED BUSINESSESConsider a generic instance of the result you are providing - what are all the roles directly involved in creating, managing or benefiting from the result?
EXAMPLE: REAL ESTATE AGENT
Attorneys
Landscaping
NEW HOME
Cleaning Service
Insurance
Interior / Exterior DesignComputer
Repair
Pool Maintenance
Handyman
FRESH STREAM OF NEW COMPANIES
● Ask existing clients for recommendations● They can tell you who are the cream of the
crop in various areas of specialty ● Send the nomination form out in your
newsletter and by email● Ask clients to send in their nominations
(basically testimonials for the companies)
INTEGRATING NEW COMPANIES
● Gives you a reason to reach out to (cold call) a new company
● Use the client’s testimonial as the basis for adding the company to your referral Hub
● Ask for business cards (to send them more clients, like the one who suggested them)
● By stressing your desire to make sure your clients are treated well, you emphasize the image of being a concerned, and trustworthy, business “friend”
EXAMPLE: CLOCK REPAIR
● New customer called● Asking for house-call repair
service● Company rep drilled into
problems● Suggested different type of
battery● New battery fixed problem● Saved customer time &
money● Created a raving fan in 20
min phone call
EDUCATEStep 4
REACHING OUT TO COMPANIES
● Send thank you cards to the companies you plan to refer clients to
● Thank them for being the kind of business you want to refer
● Ask them for a dozen business cards for handing out to your clients
● No strings or requests attached● Instill sense of reciprocity● Is a complete reversal of status quo
MOTIVATEStep 5
LET YOUR CLIENTS KNOW
● Encourage them through your existing marketing channels (newsletter, website, social media, etc.)
● Ask them to contact you whenever they need any service related to your result
BE CREATIVE, HAVE FUN WITH IT
blog.referralcandy.com/2013/08/29/47-referral-programs/
ENSURING COMPANIES LIVE UP
● Because you inform the referred company of the impending referral (and stress to your clients to mention they are your clients), the company should be motivated to be on their best behavior
● They should also be aware that a survey will be sent out (to the client) to check up on them
FOLLOW-UPStep 6
THE FEEDBACK LOOP
● Create a survey form to survey the clients of any company you refer
● Helps keep companies accountable● Helps avoid sending referrals to a company
that isn’t delivering on the promise
AUTOMATEStep 7
SWITCHING TO AUTO-PILOT
● Entire system is easily delegated● Preferably a “people person”
THINKING LONG-TERM
● This is not a magic bullet, takes work● Add to existing business generation efforts● Over time, it will build a network that brings
in a constant flow of new business from many corners of your community
● When appropriate, you can approach the companies to pay for advertising slots in an online listing and/or printed directory that periodically sent to your clients
TO SUM IT UP...
● Always be referable● Be a helpful “go-to” resource● Encourage habit of clients coming to you● Always get feedback● Generate goodwill with clients● Generate reciprocity with businesses● System works, but you must work the
system
