There's
the old joke
about the two
buzzards sitting
in a tree
overlooking a
highway. One
responds to the
other, "Be
patient? I'm
hungry. Let's
kill something."
Just like that
buzzard, it is
not in the
nature of most
marketers to be
patient for
business to
grow. They want
to go out and
"kill
something," too.
The trouble is
that most
marketers go
after new
business the
wrong way. They
want to "take
down" the new
piece of
business using
all the tools of
the trade from
advertising and
direct mail to
cold calling and
event marketing.
This is an
expensive way to
drum up
business. Your
existing clients
are just waiting
to tell you
about people
they know who
could use your
services, and
then help sell
you in to these
people they
refer. Not only
is this more
cost effective,
it practically
guarantees the
prospects will
share the same
characteristics
of your best
customers.
"OK, Harry,"
you're asking,
"but how do I do
it?"
The first rule
of getting
referrals: ask.
When should you
ask? Let's
review.
- After your
customer has
purchased
something from
you is a great
time to ask. The
new customer is
pumped up about
your offering
and you can
harness that
energy by asking
for names of
others who could
beneft from
doing business
with you.
- Upon delivery
of your product
or service is
the next time to
ask. The
benefits of your
offering should
be readily
apparent now, so
you can remind
the customer of
the importance
of their
referrals.
- Anytime you
have personal
contact with
your customer is
a good time to
ask. You are
continuing to
build a
relationship
with them and
can use the
opportunity to
ask for
referrals. Don't
ask more than
three times per
year.
Many people
hesitate to ask
for referrals
because they are
not sure how to
do it. Just be
honest. Tell
your customers
that referrals
are very
important to the
growth of your
business, and
that you want to
grow it with
people just like
them. Remind
them that the
people they know
will benefit
from your
service the way
that they have.
Then, ask.
Tell your
prospect that
you'd like for
them to give you
the names of
three or four
people who might
benefit from
your services.
Pull out a sheet
of paper and pen
and look
expectantly at
them. If they
can't
immediately give
you names, ask
some prompting
questions. Such
as:
Who are your
three best
friends? Who are
the most
successful
business people
you know? Can
you think of
anyone who would
benefit from my
services?
Write the names
down and keep
writing until
the customer
runs out of
names. Then, go
back and ask for
contact
information for
each one.
Thank the
customer in the
way you feel
most
comfortable.
Some people like
to send a gift,
others will just
drop a note of
thanks. Some
wait to see if
the referral
becomes a
customer and
then send a
higher end gift.
Do whatever
works for you,
but do thank
them and keep
them in the
loop, letting
them know about
your follow up
and the outcome
of your
prospecting.
So, don't just
sit there in
your tree. Get
out there and
kill something.
