Why Getting Referrals Is Only 1/2 Of The Game

By John Jantsch

Getting Referrals: Every small business owner, marketing person,
and professional salesperson knows that one of the greatest ways
to grow a business is through referrals.

The problem, though, is that many people fall on their face when
they attempt to systematically generate new business by way of
referral because, in most cases, they only play 1/2 of the game.

See, there are two very important components in any referral
marketing system - Getting referrals (a steady flow of referrals) and
actually turning those referrals into clients.

My experience is that most books, courses, tapes, and training
on the subject of referral marketing focuses solely on getting
referrals.

Hey, if you aren't getting referrals consistently, then you don't have a
referral marketing system. But, if you never land any new
clients in your referral effort, then you're simply wasting your
time.

Tips On Getting Referrals For Your Business...

Briefly, here are some of the key considerations when designing
a referral marketing system.

• Getting Referrals: Tip #1 - Expect referrals - make them a condition
  of doing business with your firm. Set the expectation from the
  outset. Look your new client in the eye and promise to make their
  life better. Then, tell them that they are going to provide you with
  3 referrals by the end of the month. You'll be amazed at how many
  will do it. If you wait until later, you are essentially changing the
  rules of the relationship and nobody likes change.
  
  
• Tip #2: Target - You must be able to tell anyone who asks -
  exactly who makes a great referral for your business, why you deserve
  referrals, and what you are going to do with that referral.
  
  
• Tip #3: Make It Easy - Present your client or referral network
  member with a very easy way to refer you. Write the letter or referral,
  create and stamp a postcard that only needs to be addressed by
  your referral partner, offer to get on the phone with them to make the
  call.
  
  
• Tip #4: Pay-off - Create some form of thank you or recognition
  and make sure your clients know about it. Movie tickets, flowers,
  thank you notes and, of course, cash, go a long way towards
  motivating folks. Don't worry so much about what, just realize
  that appreciation goes a long way with people.

Turning Referrals Into Clients

Here is where people drop the ball when it comes to getting
referrals. The problem stems from the fact that people tend to believe
that since Joe referred me then all marketing rules go by the wayside.

In most cases all a referral gets you is a targeted lead who
may take your phone call. People want to buy from businesses
and individuals that they know, like, and trust. If a good
friend referred you than all you have is a little bit of
trust. (Unless of course they don't trust the person who
referred you.)

If you are serious about getting referrals, then you must still help
them understand what benefit you can offer.

Create An Information Product or Service

The greatest way to turn a referral into a great client is
through education. Take the time to help your referral
prospect understand how they will benefit from doing business
with your firm and you will turn many more referrals into
clients and customers.

The next time you call up a referral, instead of saying,
"Susie said I should call you, when can we meet?" Tell
them that Susie felt that your booklet - 10 Ways To Know
If Your Remodeling Contractor Is A Crook would be of interest
to you and that you would like them to have a free copy.

By starting with this type of education process, giving
before you trying to sell anything, you allow your prospect
to lower their guard. (Nobody wants to be sold to.)

Trying to close a prospect, even a referred prospect, before
they really know what value you can bring is like asking
someone to marry you without going on a date. Now you know
why it doesn't work.

Better Clients

Adding this 2-step approach to your referral system and you
will find that acquire more clients, more referrals, and far
fewer headaches over price.

And lastly, have a system.

That's right. Create set steps and then operate those steps
just like you would for any aspect of your business.

If you are interested in getting referrals to call you and
ask you to sell them your products and services, give
John Jantsch's Referral Flood a test drive.
Highly Recommended!