How To Get Customers To Refer Others To You.
Your most reliable source of business is your existing client base. They know better than anyone what you can do. If you approach them properly, they can become a walking, talking sales force for you. Here is how you can get them to do that:
Make sure that every experience customers have is positive. If you want referrals, “The customers is always right.”
On the average, a satisfied customer will tell three people about his positive experience with you within a month. An unhappy customer will tell seven people of a bad experience within a week! So a positive experience with you company should be a goal you strive for. Do the best quality that is in your power to provide and if anything is wrong on your end, take responsibility for it and fix it fast! Stand behind your product or service.
If you want customers to make referrals, you must quickly fix any problem to the customer’s satisfaction. Often it is how you handle a problem with a customer that will create the most loyal customers.
Many years ago, I had an associate that had a fantastic marketing company. He produced coupon books for radio stations to give to listeners. He also ran the marketing and call center that distributed those coupon books. For $25.00 each he sold over a hundred books a day, making him $2500 a day! Out of those 100 sales each day, one or two would call and want their money back. He refused. Not politely, I might add. Well word spread and his reputation become such that the radio station dropped his account. So while making $2500 a day, over just $50 to $75 a day, he lost the account!
So while you can’t let customers walk all over you, you must find amicable ways to resolve any misunderstandings or conflicts. When no amicable soulution can be found, let a lawyer, business manager, or collection agency be the bad guy for you.
Make customers so happy they want to go out and shout about it. Nothing sells like results. Don’t just leave customers feeling positive, leave them feeling ecstatic! A customer who is thrilled can’t stop telling others about how great you are. Whenever such customers hear of someone else who has a need for your service or product, they can’t wait to suggest you. This often involves going the extra mile to exceed your customers’ expectations. In business, it is true that the more you give, the more you will get.
Let your clients know you want referrals. Many times clients do not realize that they can provide you with referrals! And often they won’t refer without some gesture from you. Don’t beg, pressure, or imply an obligation to refer, but is is important that you convey to your customers that your business is based on referrals by saying something like, “I get most of my business by referrals. It’s the best way I know to spread the word about what I do, so your recommendations are important to me.”
Tell them how and when to refer. Some business owners actually prepare a “When to Refer” sheet that spells out how to recognize when someone needs their service. One client of mine wrote a newspaper article titled, “When Does a Child Need Professional Help Through The Trauma of Divorce?” Then he had reprints made up of the article and gave them away to clients.
Provide easy opportunities for people to provide you with names of potential customers. Some provide gift certificates where you customer can just fill in the name of the person they are referring to you. They can then give the certificate to the friend. This gift certificate has your name and phone number on it to make it easy for them to contact you.
Listen for and act on referral flags. You have heard these before when someone said, “I have a friend who…” or “So-and-so tried something like this, but…”. Sometimes we hear these flags and just assume the referral will follow. Most of the time, however, nothing will become of it unless you pick up on the flag and take the initiative to suggest the next step. Offer to help by saying something like, “Perhaps I could be of help to them” or “I could probably help them with that.” Then suggest a next step such as, “I would be happy to call them.” or “I would be glad to send them a brochure.” Arrange to be the one to make the contact.
Provide an advantage for making referrals. Offer an incentive in the way of discounts, gift certificates, and specials to those who refer new customers to you. This is a common practice among many businesses. I helped a dentist develop a gift certificate to a local restaurant. Whenever a patient referred someone who became a new patient, he would give the referring patient one of the gift certificates. Over 80% of his new business is a result of referrals.
Get frequent feedback. To make sure your customers are happy, let customers know that customer satisfaction is important to you and you want to know about any complaints.
Research shows the majority of dissatisfied customers never report their dissatisfaction to the company. They do, however, feel free to express their unhappiness to everyone else!
Offer guaranteed satisfaction on your products or services. Another thing you can do is to use feedback forms or to ask directly whether someone is satisfied.
Whenever someone who has been a regular client suddenly stops doing business with you, take time to contact the client and find out why. This will give you a chance to fix any problem and simply let your client know you are thinking of them.
Global Marketing Plus was started to help small businesses compete on the same level as large corporations but for a lot less expense.
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