By Debbie Depp
Business referrals are the best compliment your company could ask for and the most cost-effective marketing tool going. Referrals open doors. They're an endorsement and pre-qualification all rolled into one. In fact, research shows that one referral-generated business call has the same impact as 12 cold calls. But referrals don't just happen. You have to earn them. Following are 13 Lucky Tips for winning more business through referrals:
First, keep your customer satisfied. Second, ask that satisfied customer to direct others to your company. A referral often accelerates the sales cycle because your prospect relies upon your existing customer's trust and confidence in your company and its products. Set yourself up for success by asking for referrals with every customer.
Because you don't have a crystal ball to help you predict the value of your current business contacts, your best strategy is to treat every one as if they're valuable. Treat people with respect. Let them know you value them. People like to feel important; let them know they are. And tell them why. Do you think they would be a great source of referral business? Let them know. You will find that people appreciate feeling important. As a result, they will feel confident about referring others to you.
Long ago, hotel managers discovered that the only way to ensure their guests left on time was to post the checkout times in writing. There is power in the written word. Just as hotel guests pay attention to posted reminders, people respond to written correspondence.
When someone contacts you as a result of a referral, be sure to promptly acknowledge the referral source in writing. Written acknowledgments make you indelible in others' minds. People remember what they see more easily than what they hear. Your note will help your referral source remember you. The result: possibly more referrals from that person.
When you act on a referral, let the source know about it. A brief phone call or note is all it takes to update your business contacts about the results of their referral. This confirms to them that you value their generosity and took action as a result of their referral. Chances are, they'll continue to give you referrals. Following up requires only a few hours per week. The return on this investment of time can be more business.
It's a simple principle: when you receive, give. If you received a referral, give one. This encourages others to refer to you even more. True, finding time to execute this principle of giving back isn't always easy. But don't let your busy schedule take your mind off what is important. Remind yourself of those who have helped you and help them in return.
Two simple words yield phenomenal results. Of all the business calls and correspondence you receive throughout the workweek, how many were simply to say "thank you?"
Remember how good you felt the last time someone gave you a sincere word of thanks? People feel good about doing things for others; when they're thanked, they feel good about the person they helped as well. A sincere thank you is rare in today's busy world. Seek to change the status quo. When you increase the number of positive exchanges that take place during the week, the net result is an increase in business referrals because people feel good about you.
And don't be shy about admitting when you don't. Don't give answers you think people want to hear. And don't misrepresent yourself or your company by overstating your capabilities. Winging or faking it is a surefire way to turn people off. If you guess, everyone loses. You put your reputation at risk by delivering a substandard or incorrect solution; your contact loses either money or time. Sparing one awkward moment is not worth risking your good reputation (and the referrals that come with it).
No great idea ever entered the mind through an open mouth. The reason we came with two ears but only one mouth is so we'll listen twice as much as we talk. People appreciate being heard and understood. Many salespeople know how important it is to listen; yet after an objective evaluation, many are surprised to discover they do just the opposite.
Have you evaluated your listening skills lately? When speaking to someone, do you actively listen? Do you think about what you are hearing? Take notes? Ask questions? Repeat back what you heard? By continually refining your listening skills, you'll learn about the people who will inevitably like you, remember you, and want to refer you to others.
Use memorable phrases to describe your service. Consider the plumber who says, "A flush is better than a full house." Or the insurance company which says, "If you drive it, live in it, or work at it, we can insure it." Describe what you do in a pithy, creative way, and you will stand out in the minds of those who can refer business to you.
If you do not have a competitive advantage, don't compete. If you do, tell everyone. How does your product or service separate you from competitors? Focus on the benefits you offer. Tell customers how you can save them time, money or aggravation. People need to understand what makes you different and better. If they do, they'll enthusiastically refer you to others.
Always be interested in obtaining new business, even excited, but do not appear as if you really need it. What makes you appear needy? Self-deprecating comments about yourself or your business are red flags. How would you feel if you heard comments like, "You will be our first new customer in a while," "Our calendar is wide open," "We need the business," "Getting to it right away is no problem because things are slow."
Comments like these will make people wonder why you're not busy. They'll assume the worst: poor service, inappropriate pricing, inferior products. This image does not win referrals.
Don't say anything at all. Negative comments about others reflect poorly on the speaker. A true professional does not knock other people, even his or her competitors. Think about the last time you heard someone put down another person. Was your impression of that person positive or negative? Did you wonder whether you would be the next target? Would you refer a friend to that person? Probably not.
Professional speakers call it tuning in to radio station WIIFM (What's in it for me?) The famous motivational speaker Zig Ziglar says, "You can get everything in life you want if you just help enough other people get what they want." If you think more about others, they will think more of you. Constantly focus on others' wants or needs and you will ultimately get what you want, more referrals.
So, if you're looking for compliments, looking for business, and looking to accelerate your sales cycle, look no further than your own customers - and yourself. If you deserve a referral, then that's what you'll get!
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