Before television there was radio. Before radio there was books. And before books there were storytellers. The power of a well-told tale, passed down from generation to generation is the power that brought people together. Stories helped to form the beginning of cultures that have lasted to present day.
A good story stays with people and compels them to share it with others. This is especially true of success stories. Everyone loves to hear them and everyone wants to have one! And doesn't this align nicely with word-of-mouth marketing where referrals are based on thousands of individual success stories.
Referral Marketing Tip: Write down your own success stories
Think of your best success stories with your clients. What made her a perfect client? What were her needs? How did you help her? How is she better off after working with you? Why did she choose you?
Why write these stories down on paper? Most importantly ... so you don't forget them! Beyond that, taking time to capture these stories on paper will enable you to share them with your network. By sharing these true success stories, you are empowering your network to refer you more effectively. You're giving them a compelling way to capture the attention of a future prospect for you. The more stories you share with other people, the more high quality referrals you will get that are similar to these stories.
So ... get busy!
Monday, May 16, 2011
Friday, May 6, 2011
Referral Marketing Tip: Send a Card
In my opinion, one of our basic human needs is to feel appreciated. We want to know that our hard work is appreciated. We want to know that our time has made a difference. We need to hear our loved ones express how much they appreciate us being in their lives. We need to appreciate our customers in order to keep them as customers. And, we need to appreciate our referral sources for the energy they give to helping us grow our businesses.
Appreciation is critical to our success as human beings. One company, Send Out Cards, has made it easy to extend our appreciation to the people in our lives. In a nutshell, it's a real card system that is accessed through the computer. The options, features, and possibilities are endless but the point is that it makes appreciation easy.
Referral Marketing Tip:
Find a Send Out Cards representative and join the system. (If you need a rep, contact me and I'll connect you). Begin making appreciation a part of your every day. Show people how much you appreciate their efforts to help your business. If you want to see more referrals coming in your direction, make a plan to send more cards in the opposite direction ... away from you and back to your network.
Monday, April 25, 2011
Referral Marketing Tip: Track Your Referrals
Do you have a system for tracking your referrals? If not, you're in the norm.
Most people don't track their referrals at all. Why? Why wouldn't you want to keep track of where your business is coming from? Are you tracking the business that comes in from your phone book ad or your billboard or your website? So, then why not track your referral business too. How can you duplicate a good thing if you don't have a record of what made that good thing happen?
Referral Marketing Tip:
Begin today to track not only what referrals you RECEIVE but also what referrals you GIVE to other people. It doesn't need to be complicated. Use a basic Excel spreadsheet for referrals IN and referrals OUT ... making sure to list the names of the people responsible for sending you the referrals and the names of the people you give referrals to.
Over time, you will begin to see who your primary referral sources are and you can make a consious effort to ensure that you are giving back to them in some way as well. You can also begin to see who you tend to give more referrals to. Perhaps these people need to be guided on how they can give back to you as well.
Keeping track of your referrals will ultimately lead you to a more stratgic and thoughtful approach to your relationships. If you want more structure on this, seek out the book, "Networking Like a Pro" by Dr. Ivan Misner.
Most people don't track their referrals at all. Why? Why wouldn't you want to keep track of where your business is coming from? Are you tracking the business that comes in from your phone book ad or your billboard or your website? So, then why not track your referral business too. How can you duplicate a good thing if you don't have a record of what made that good thing happen?
Referral Marketing Tip:
Begin today to track not only what referrals you RECEIVE but also what referrals you GIVE to other people. It doesn't need to be complicated. Use a basic Excel spreadsheet for referrals IN and referrals OUT ... making sure to list the names of the people responsible for sending you the referrals and the names of the people you give referrals to.
Over time, you will begin to see who your primary referral sources are and you can make a consious effort to ensure that you are giving back to them in some way as well. You can also begin to see who you tend to give more referrals to. Perhaps these people need to be guided on how they can give back to you as well.
Keeping track of your referrals will ultimately lead you to a more stratgic and thoughtful approach to your relationships. If you want more structure on this, seek out the book, "Networking Like a Pro" by Dr. Ivan Misner.
Monday, April 11, 2011
Referral Marketing Tip: Ask the RIGHT clients for referrals
Why can't I get more referrals from my clients?
Some experts believe that the real trick to getting more referrals from your clients is to ask every client once you've finished working with them to refer you to all the people they know that could use your services. Another school of thought is to bombard your client database with direct mail requests. Still another is to offer great referral incentives to "motivate" a client to refer you to someone they know.
Referral Marketing Tip:
In my opinion, getting more referrals from clients is all about asking the RIGHT clients when the relationship is ready to hear and respond to your request. Referrals come from relationships ... not clients. A relationship needs to grow to the point of solid trust before it will generously risk referring you. If you honestly evaluate your client list, it should be easy for you to write down the names the top 25 best relationships on that list. Who are the clients you've become friends with? Who are the clients you can't wait to help and see again? Who are the clients that have already referred you? Who are the clients that bring a smile to your face? Who are the clients that you look out for and have gone beyond the call of duty simply because you like them so much?
When it comes to getting more referrals from your clients, this list will generate more for you than your whole list combined. They deserves your 100% attention. Make them a priority and set up lunch meetings with the first three. I bet you'll be surprised how much they will be willing to help you grow your business.
Some experts believe that the real trick to getting more referrals from your clients is to ask every client once you've finished working with them to refer you to all the people they know that could use your services. Another school of thought is to bombard your client database with direct mail requests. Still another is to offer great referral incentives to "motivate" a client to refer you to someone they know.
Referral Marketing Tip:
In my opinion, getting more referrals from clients is all about asking the RIGHT clients when the relationship is ready to hear and respond to your request. Referrals come from relationships ... not clients. A relationship needs to grow to the point of solid trust before it will generously risk referring you. If you honestly evaluate your client list, it should be easy for you to write down the names the top 25 best relationships on that list. Who are the clients you've become friends with? Who are the clients you can't wait to help and see again? Who are the clients that have already referred you? Who are the clients that bring a smile to your face? Who are the clients that you look out for and have gone beyond the call of duty simply because you like them so much?
When it comes to getting more referrals from your clients, this list will generate more for you than your whole list combined. They deserves your 100% attention. Make them a priority and set up lunch meetings with the first three. I bet you'll be surprised how much they will be willing to help you grow your business.
Monday, March 21, 2011
Referral Marketing Tip: Follow Your Money Trail
How many busiensses would you say you've supported over the years by being a loyal customer? Why, you may have been solely responsible for the new wing your veterinarian added to her office last year, just from the money you've invested in your pet's care over the last 15 years. For some businesses, not only were you a customer - you may have recommended them to other customers as well.
When was the last time those businesses returned the favor and helped your business succeed? Have you ever asked them to do anything? As a matter of fact, just this past week, I took a copy of my book, The 29% Solution, to my hairdresser and asked if I could contribute a copy of the book to their reading material. I told them I have been a loyal customer for several years and wondered if they could help me get some exposure. Guess what they said? "Sure, we'd be glad to help!"
Referral Marketing Tip:
Never be afraid to ask for others to support your business. Scan your checkbook for local businesses that you have paid ... hairstylist, veternarian, dentist, lawn care service, dry cleaners, day care, grocery store, pet resort, etc. Think of a way that they could help your business. Maybe they'll let you but brochures in their waiting room, give you ad space for free in their newsletter, place your business cards on their counter, allow you to write an article for their newsletter, etc.
Then, all you need to do is ASK.
When was the last time those businesses returned the favor and helped your business succeed? Have you ever asked them to do anything? As a matter of fact, just this past week, I took a copy of my book, The 29% Solution, to my hairdresser and asked if I could contribute a copy of the book to their reading material. I told them I have been a loyal customer for several years and wondered if they could help me get some exposure. Guess what they said? "Sure, we'd be glad to help!"
Referral Marketing Tip:
Never be afraid to ask for others to support your business. Scan your checkbook for local businesses that you have paid ... hairstylist, veternarian, dentist, lawn care service, dry cleaners, day care, grocery store, pet resort, etc. Think of a way that they could help your business. Maybe they'll let you but brochures in their waiting room, give you ad space for free in their newsletter, place your business cards on their counter, allow you to write an article for their newsletter, etc.
Then, all you need to do is ASK.
Sunday, March 13, 2011
Referral Marketing Tip: Set Giving Goals
Most entreprenuers set goals for their business. Some set revenue goals, growth goals, marketing goals, performance goals, sales goals, etc. A very small percentage of entreprenuers actually take the time to write down their goals. And if they write their goals down, they seldom look at them again until the year comes to a close.
Referral markeing tip:
Take the time to set GIVING GOALS for yourself and your business. Success in referral marketing is based on how much you give to your network. How many referrals are you planning to give to your referral partners? How many connections will you make on behalf of others? What will you give in return to those who refer you? How much of your time will you give to networking? How much money will you generate for the people in your networking group? You get the idea.
When you focus on giving to your network, your network will repay you well.
Referral markeing tip:
Take the time to set GIVING GOALS for yourself and your business. Success in referral marketing is based on how much you give to your network. How many referrals are you planning to give to your referral partners? How many connections will you make on behalf of others? What will you give in return to those who refer you? How much of your time will you give to networking? How much money will you generate for the people in your networking group? You get the idea.
When you focus on giving to your network, your network will repay you well.
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