When it comes to making more sales there are a lot of options business owners can take.
One of the most overlooked is referrals. Think about it…
People spend so much time trying to get fresh blood from Facebook, YouTube, Adwords,
SEO etc. and don’t look at the contacts and customers they already have.
Building a business via referral costs nothing and designing a referral strategy means that you
have to look at your business as a whole and possibly make some wide-ranging innovations…
is your business referable?
[clickToTweet tweet=”Do you want to generate more referrals in your buisness? Here’s how…” quote=”Do you want to generate more referrals in your buisness? Here’s how…”]
When I buy a company or build the value of an existing company there are 6 steps I take
(find out what they are HERE.) One of those steps is to build up the amount of referrals
generated. Here are my 4 R’s of Referrals:
In every customer sales cycle, there are moments when approaching about referrals is more
natural and more likely to end in success. These are typically the moments where a customer
feels positive about your service and the relationship between you is strong. Often the best
time is when the initial purchase takes place. The customer is obviously bonded enough to
hand over money so asking for a referral is just a logical next step.
Sometimes you can pre-frame the referral by being open about it up front in your marketing or
pre-talk. Something like:
‘my business runs primarily through the strength of the relationships I build
and through referrals, I spend my time looking after my clients rather than looking for them
so if this service meets your needs I’ll be asking for three qualified referrals… does that
Most people will regard this as acceptable and it will make the asking more natural and
congruent later on.
Map out your sales cycle and mark out the key referral generating opportunities. Script and plan them out and set a goal for the next 30 days.
It’s simple human psychology: we do things to gain pleasure and avoid pain yet so often, as
marketers, we over complicate things.
It comes down to a simple question: how can you make the client feel good about referring?
What is the benefit to them? How does it make them feel about themselves?
For example, do you frame the referral as a chance to help their friends and family? Do you
frame it as their chance to contribute to others?
In a more crass form do you offer financial incentives or gifts such as vouchers or free bonus
Make it easy, natural, logical, fun and rewarding for your clients to refer their network to you.
List some rewards you can offer for referrals.
This one also taps into human psychology, specifically the Cialdini Principle of reciprocity.
Don’t wait for others to make the first move, which of your contacts can you refer clients to?
Do you make a habit of referring? If not, how could you?
Most people have an extended social network of around 250 people. Yes, it’s a generalization
but also one with a lot of solid evidence to back up.
So someone in your network might well know someone who would be perfect for what you offer but when I ask most business owners if their own network knows what their offer and ideal client profile is most of them say ‘no.’
Don’t be one of those people, go to your network regularly, educate them on your offer and
set up a personal system of referrals that you offer to others.
Educate your staff on your offer and ideal client profile and reward them for any referrals
generated. (Yes, quite often staff are unsure of exactly who would be a good fit and might
well have access to those people.)
Who can you send regular referrals to? Who are your key strategic partners and how can you nurture more?
Finally, we can look at making sure that referrals happen easily and automatically.
The first way to do this is to systemise it in your business. Document it in your operations
handbook and make sure all your key employees know what the strategy is and when to use
Then look at how it can be automated. For example, we use Infusionsoft as our main CRM
and in the past, we have used an NPS (Net Promotor Score) campaign to get referrals. This
asks people to rate their experience of a service/ event on a scale of 1-10. People who score
themselves a 9 or 10 are called ‘promotors’ and will receive an email encouraging them to
provide a referral. 7 to 8 are called ‘neutral’ and 0-6 are called ‘detractors.’
How are you going to make the referral process easy and automatic?
As I mentioned this is just 1 of the 6 strategies I teach to 6 figure + business owners looking
to maximize the value of their businesses.
If you want me to personally teach you my full (nothing held back) model in an intimate
workshop just click here to apply. This is a super-powerful, advanced day of training and
only open to people who can demonstrate previous business success.