No matter how much you spend on advertising, no adverts is as effective as a referral. A person telling a friend, colleague, client or family member, that they should choose your business will make it so much easier for you to convert that lead.
Have you got a referral strategy in place? There are many things involved in building good referrals for your business, but ultimately there’s one key reason someone would consider referring you…
If you’re confident that your products or services are good quality, provide value for money. or solve a problem effectively, then you’ll no doubt have a happy following of clients who appreciate your business. These people would no doubt refer your business to a friend or colleague should the opportunity arise.
Ensure your product or service is consistent to ensure clients are constantly happy. This way you will build an army of sales people.
So you know that your client base are happy. They’ve told you, and you’ve even used their testimonials in your marketing. So what can you do to nudge them into referring your business?
Your client may not always need to buy from you, so they only see your business when they need it. Make sure you stay in their minds. Be in front of them subtlety from every angle. Include them in regular email sends, direct mail campaigns, and send them greeting cards on special occasions.
Why not fill their desk with useful branded merchandise – so everywhere they go they see your branding (mouse mats, mugs, pens, desk pads)? If you can think of something unique that may be useful to them (and affordable to send out) then get it branded. The more you are in their thoughts, the more likely they will remember your business when in conversation.
If you want to ensure that they are referring you, give them something in return. Can you think of an incentive to encourage more referrals?
Maybe it’s cash, vouchers, discounts, or promotions that can be used with your business or other well known businesses or shops.
What about a competition? Win a holiday, win a car, win iTunes vouchers, win a Christmas hamper. The list of possibilities is endless. If you know your client base, then you will know what would interest them, and give them the little push they need to making that vital referral.
Remember, it usually costs money through advertising to attract a lead. A referral is free! However knowing what the referred lead could be worth to you, it’s definitely worth rewarding the referrer.
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