|
Referrals
Referrals are one, if not the best ways to increase your business long term. By creating a collaborative network of people you trust, respect and like and who you communicate with regularly, you can develop a relationship that is referral based or develop a real advocacy strategy for your business.
Referrals are about give and give and here are some great tips and pearls of wisdom to help you incorporate referrals into your business. If you have something to contribute email bev@onestepfurther.co.uk
ARTICLES
Turn Your Existing Network into Your Unpaid Sales Force - by Fabienne Fredrickson
"It’s important to educate the people you consider personal advocates (those who know you, like you, trust you, love you and want the best for you), and let them know what you’re up to and who your best clients are. If you’re just starting out, it’s a letter of introduction; if you’ve been in practice several months or years, write an “update letter” of how your practice has grown or new services that you provide." Read More...
The Dorchester Experience - by Beverley Hamilton
"Last Friday, I enjoyed a wonder 2 1/2 lunch at the Grill Room in the Dorchester - a five star hotel on Park Lane London. The food and wine were fabulous; the superb blending of tastes was truly mouth watering and the bottle of Sancerre was perfectly chilled (and served by a God!!) and the service was impeccable. So what was I doing there?"
Rethinking Referrals - by Michael McLaughlin
“Can you help me identify others who would benefit from my services?”
It’s a simple question, but many consultants would rather undergo an emergency appendectomy than pop the referral question. The hesitation to ask for referrals lingers, even though the odds of winning work skyrocket when a prospective client calls you as result of a referral. Building a business using referrals..." Read On...
TIPS AND PEARLS OF WISDOM
Always keep a hard/electronic (remember also data protection!) record of the flow chart of referrals and referees. That way you can track truly where the business push is being consistently derived from. And you will know who your real friends are. Rupert Chislett
Beware other consultants bringing gifts. Sorry to say this; often people will swap their rubbish for the chance at your nugget. Value your contacts and always ask yourself, would I do business with the referral (if you are referring)? This is particularly important to your long term reputations. Even if you are likely to benefit from the relationship make sure you are not referring out of desperation to get the nugget from the partner. Rupert Chislett
Don't be afraid to ask! Sounds very simple and can be hard to do but I found the quantity and quality of my clients increased significantly when I asked my clients if they could introduce me to one person who may like to use my services. If they have had a good experience working with you, why wouldn't they want to do that? Linda Clark
It should always balance - a good referrer should get good referees! If not you are being used. If you are referred without offering referrals you're a user and long term people will turn off! If you are of the view that you have no need for referrals then possibly you are being arrogant and need to review how really unique and in demand your offer is because alone is a small sales force. Rupert Chislett
Make sure (if you are going to use electronic transmission as part of the referral capture) that you get the person to opt in for data protection. Consider using Plaxo to confirm contact details as by responding they are giving you permission to store their details. Simple, effective and quick as it electronically shows opt in. Rupert Chislett
Contact the referral with a positive tone: "X asked me to call you to let you know how you can benefit from Y" John Batch
Always qualify a referral, before spending loads of time preparing information for them. Some referrals are just a waste of time. Possibly the person does not really understand your offer and has mis-diagnosed who would be interested. This can be a really useful check that you are pitching right! Rupert Chislett
Make sure that you can deliver on the promises you make in meetings with the referred person. This is the easiest way to destroy a referee's credibility with peers and also get a really bad reputation. Nobody forgives a bad reference or non delivery. Sounds obvious but in the excitement to get business we sometimes over promise. This is not the venue for such statements. Rupert Chislett
By always saying thank you (a bottle of wine?) for a referral given to you can, and often does, generate more. Brian Smith
Thank the referrer if it is successful and let them know how useful there credibility was in securing the appointment/work. It really helps cement the bond with them even if they can not immediately do business with you. Not withstanding it sometimes releases more referrals. Rupert Chislett
Mention the referrer in your communication as if you know that they have recommended you speak with the referral because of your ability to deliver ( ie get a small deliverable in the discussion/ letter outlining where you have got to with the referrers needs analysis). Rupert Chislett
I am a fan of Abraham and one of his suggestions has been valuable for me. Spend time thinking about you 5 favourite clients/customers. I choose people who I really look forward to working with/who make shifts quickly/invest in their growth/tell me I am amazing etc. It perks my energy, and the phone rings/inbox fills too. Zannie Rose
Do not expect overnight success. Even with an introduced referred lead/introduction. Many of my most profitable referrals have taken twelve months to deliver. Be prepared to invest some time – remember it cost you very little to acquire the contact – put some of that gained time into the wooing. Rupert Chislett
I recently attended a speed networking session (yes you did read that correctly!) and managed to be sat next to another marketing consultant so everyone who reached me had just heard her speech. Instead of describing the sort of services I was offering, I talked instead about the customers I was looking for. Small to medium sized businesses often owner managed who had been successful but were looking to expand to the next level. Bingo- I received one referral which I am still following up but the person I was talking to was able to think about what sort of person he could refer me very easily rather than think who might be interested in my services. Fiona Graham
|
|
