It is often said that word-of-mouth marketing is the most cost-effective form of advertising. That sounds great, but does anyone actually know how to bring in referrals on a consistent basis? In an earlier post, Wanda laid out some of the elements that must be in place in order to increase a person’s chances of getting referrals. Some of the elements that she points out include developing a relationship with strategic alliances, looking the part, being honest, and having fun. These are certainly important pieces of the referral pie, but we like to say they don’t ensure that you’ll get referrals, they just keep you in the game. In order to get a consistent flow of quality referrals, you need a plan.
Putting together a plan starts with looking at where your previous referrals have come from. Are there individuals who already send you referrals? If so, figure out a way to thank them and pay them back. Let them know how much you appreciate the business they are sending you. You can not afford to take them for granted. They obviously think enough of you that they are telling others about you, so look for ways to encourage that. Next, look back at your “one hit wonders.” These are the folks who sent you one referral and that’s it. There must be a reason they took a chance on you, but why did they only do it once? Can you remember whether or not the referral worked out? If not, why? Figure it out and see if you can get more from those sources. Finally, are there others out there who should be sending business your way? Do you have a plan for getting others to refer you?
Over the next few weeks, we’ll be sharing information on how you can develop a steady flow of referrals. If you would like to delve further into developing a referral strategy for your business, join us this Thursday, April 24th at Big Mountain Coffee for a workshop entitled “Building Your Business by Referral.” Further information is available here.