|
A
few months ago, I freely
recommended to a decent sized
sales professional a tiny
client referral strategy
that had enormous potential.
Obviously, generating referrals
more consistently in your
business is one of the most
effective marketing strategies
you can undertake. But the
problem with client and customer
referrals is they are often far
too random and passive.
Most business professionals
simply have no set referral
system or strategy.
So the referral idea I brought
to the table had to involve a
way that would create repeated
action, and do so in a
consistent fashion. It also had
to invoke cross efforts on
behalf of the sales profession
and the client who was on the
giving end of the referral.
So let me cut to the chase. The
referral system idea I revealed
was simply this...
Create a referral club for your
business.
Nothing terribly brilliant, but
short and sweet and the key: it
could be IMPLMENTED! At the
heart of this strategy would
need to be a way of creating a
sense of exclusivity, belonging,
specialness and loyalty to
refer. All are key elements.
It would also need to encourage
clients to provide you with, you
guessed it: incentives to send
you not just a lot of referrals,
but more importantly, engage
momentum. And *that* momentum
would not always be directly
caused by the client.
Let me get into the...
THE TEACHING POINT
Clients are made members of a
VIP club membership.
For example, in the above case,
this sales professional created
an appreciation dinner that was
exclusive to club members and
those friends and associates
that were of similar client
make-up.
He then partnered with a local
business: a gift basket
retailer, and had his assistant
issue a referral rewards card at
that dinner. When a client took
their referral rewards "club
card" to this business, they
automatically received a 10
percent discount on any gift
basket they purchased.
The gift basket merchant
received a new customer. The
client received a discounted
product. And the sales
professional is remembered at
every step of the transaction,
creating tangible word of mouth
referral system.
These types of programs are
nothing new. Credit card
companies typically call them
affinity programs. In this case,
the sales professional told me
he now generates 10 consistent
referrals every month just from
the VIP referral club he
created. The word of mouth
marketing is indeed alive and
strong in his practice.
So, what are some other ideas on
how to adopt such a referral
program?
Send a special mailing, a
special newsletter, or a
discount travel offer.
You can do this and improve
referral flow to you, all
through using the combined power
of leverage and partnering. And
at the center this momentum is a
true, tangible benefit for your
clients.
Create a referral club!
Invite clients to that club. And
reach out to like-minded
businesses that can benefit from
your ideal client profile.
Whatever type of club you decide
on, just be sure it enhances
your image and promotes ongoing
dialogue with your clients.
Remember: It has to be a two-way
street. |
