At my workshop, web cast or tele-class I have people tell me their business comes from word-of-mouth marketing. Wouldn’t it be great to have even more referrals coming your way? Just think of never having to make an outbound cold call, or work endlessly at designing your next winning marketing piece. More often than not, we merely need to create a communication plan of action to simply generate endless referrals.
1. Do the Best Job Possible for Your Client- Nothing takes the place of a job well done to earn you the respect and credibility you deserve and that makes clients want to refer you – with or without you making that request.
2. Work at Building the Relationship with Your Customer- Know their spouses name, their kid’s interests and activities. Share a meal with them, and if you’re geographically close, why not have them over for dinner. There’s nothing that replaces a solid friendship and relationship in life and in business.
3. Under Promise and Over Deliver Consistently- By doing this, you’ll gain instant respect from your clients and prospects. Rarely do people do this and when they do, it’s always a pleasant surprise. It shows to your prospect and client that you view them as a HIGH priority and they will appreciate that tremendously.
4. Create a List of Your Best Referral Sources- There are some contacts we have who might never have a need for our product or service, but they have referred us to many who might. Treat them as valued customers and resources and continue to maintain contact with these folks –they’re your personal advertising team.
5. Determine Who Your Clients’ Friends Are Within and Outside of Their Companies- Take note of whom your client has relationships with in their organization or
at industry trade events, conferences and trade shows. Chances are they’d be happy to make an introduction for you and you can expand your client base with high-level referrals.
6. Keep Track of the Results and Benefits of Working With You-When praise is being delivered make a note of it – especially if it comes in the form of data. For instance, when I and my speaker team delivered more than 600 in-store seminars for Staples, we learned that “sales increased 200 – 300% on the days of the seminars.” We were able to leverage that success and incorporate it into our marketing materials. In Office Depot’s case, we learned that they “had the highest coupon redemption rate in the history of their company (37+%),” as a result of the coupons that were distributed to seminar attendee
7. Professionally Remind Your Customer of the Results You Bring- When you’re able to learn about the results you bring, re-loop with the CEO of the organization and copy your contact to commend them on a job well done. It reinforces your value to the Top Gun, complements his staff and gives you added credibility and a greater shot that the program will continue.
8. Create a System of Communication with Your Top Clients- At least once per month you should be in contact in a personal way with your Top Clients (it’s the 80/20 rule in business that you get 80% of your business from 20% of your clients). Do this through phone calls, personalized notes and letters, e-mails, sending them articles of interest, invitations to hear you speak, a book you think they’d be interested in, etc. The important thing is that you’re in touch with them and gently reminding them that you’re there to help.
9. Identify and Attend Events They Are Likely to Participate In- When I want to personally meet a prospect, I try to find out where they might be speaking, what industry events they might be attending and where I might have an opportunity to introduce myself to them. This is a great way to introduce you and establish a high-level contact with a prospective client.
10. Create a System to Thank Your Referral Sources- We all like to be thanked and because it’s rare, we stand out if we do so. I ask current clients how they would like me to thank them, should they refer someone to work with me. You can offer a list of suggestions (gift card for Amazon, a ticket to an event, etc.) or let them fill in their own request. A simple hand written thank you note will also make you stand out, because so few people do so anymore. Technology is wonderful, but sometimes, a more personal approach to relationship building goes a long way.
If you’re struggling with how to reach top decision makers and need more information on the huge value of reaching out to CEOs, don’t miss out and purchase the Ultimate Sponsorship Manual. We only have 8 copies left at the amazingly low price of $320.
Employ Off-the-Wall Marketing Ideas
The key to distinguishing your company from the competition requires several efforts working simultaneously to cause that serendipitous, “ah-ha” moment of recognition among your prospects. So, how do you work your way to the top of someone’s to-do list. Here are a few off-the-wall marketing ideas to peak your interest and inspire some memorable marketing techniques.
1. Apply Creative Marketing in All You Do
2. Identify Creative Ideas You Have Seen in the Past
3. Create Your Own Holiday
4. Celebrate Unconventional Holidays
5. Give Yourself a Visual Edge
6. Give Thoughtful & Memorable Gifts
7. Create Unique Pitch Materials for New Business Pitches
8. Make a Civic Contribution and Leverage It
9. Establish a Relationship with a Promotional Company
10. Commit to These Ideas in a Marketing Calendar
10 Steps to Getting More Referrals - To learn more about this author, visit Nancy Michaels's Website.
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Dave Turkin, President, of Accessible Business Consultants is a full service business consultant that has over 32 years of experience working with small-medium size businesses. Dave has designed and implemented numerous business and marketing plans, designed internal programs for accounting and operational procedures. He has analyzed businesses and prepared strategic plans setting budgets for growth, expansion and business restructuring.
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Nancy Michaels
(Visit Nancy's Website)
Is the author of five books on marketing
for small businesses, including Perfecting
Your Pitch, (Career Press 2005) Off The
Wall Marketing Ideas, (Adams Media 2000),
How To Be A Big Fish In Any Pond, Media
Madness, and A to Z to Visibility
Served as Small Business Editor at US
News & World Report, and the Small
Business Marketing Expert for Entrepreneur
Magazine. She is a regular contributor to
Franchise Update and has been featured in
The Wall Street Journal, Fortune Small
Business (FSB), Success Magazine, The New
York Post, Franchising Magazine, among
numerous other publications
Nancy also was the publicist for Matt
Lauer (currently co-host of the Today
show)
Nancy is the President of her marketing
company, Impression Impact, which she
launched in 1990 and Founder of the Grow
Your Business Network
In the spring of 2005, Nancy became very
ill and underwent a liver transplant due
to liver failure. She is the grateful
recipient of a donor liver. Find out how
you can become a donor at www.organdonor
.gov.
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