Are YOUR Peeps Keeping You A Secret?...

by Tammy de Leeuw
The Grouchy Marketing Lady

1. You MUST Become Referral Worthy. Getting referrals on a consistent basis is
nearly impossible if you have done nothing to deserve them.

Referral worthy people are...

100% honest, 100% of the time-Honorable Men and Women
Extremely client-focused in EVERY PHASE of the relationship
Provider of incredible client experiences
Kind, respectful, NEVER condescending when dealing with clients
Generous with time and information
Able to think in terms of the WHOLE client
A person who truly KNOW the needs and desires of their clients and has the tools to meet those needs.
Always learning and using that knowledge to be better at what you do
Professional in all your dealings with prospects and clients
Flexible, enjoyable, and pleasant to be around
Someone who stays in touch with their clients
A supreme CLIENT ADVOCATE
Willing to Take Constructive Criticism- In fact, YOU INVITE it (surveys)

BRIGHT IDEA:- Offer a powerful GUARANTEE. Here is an example of a satisfaction guarantee I once saw on a seminar invitation:

"Satisfaction Guarantee: All we ask is that you take in the information presented and enjoy the delicious meal. If you feel like it was a waste of your time, we'll gladly donate $100 to the charity of your choice for your trouble"

2. Find the RIGHT Partners and Get More Referrals

A-level clients, joint venture partners, and networking associates can be a real boost to the referral process, provided you do your research and get the RIGHT KINDS OF PARTNERS.

CAVEAT!

Not even all of your A-Level clients will be suitable referral sources, so don't waste your time asking your entire database. Look for partners who are open to learning what it is you need in a referral.

At the very least, potential referral partners should meet these criteria:

They've previously expressed appreciation for the work you've done
They are connected to networks of your ideal clients (belong to groups or associations, etc.)

3. Implement a SYSTEM... Develop and Deploy A Client Advocacy Program and BE CONSISTENT in teaching your clients to automatically give referrals

Most businesses are way too nonchalant about the referral process and never pick up on the subtle clues which let them know a client WANTS to refer them, and is willing to do so if asked. Referrals, if they get any at all, are on a hit and miss basis.

If you want to achieve referral success- make sure that when your clients ARE ready to refer you- they have the necessary tools.

Put together some "Introductions" Kits

These might contain letter templates to help them easily describe your business to others, business cards, free reports, your book, etc. You might even have a toll free number to use to provide booklets to your clients who want to give them to others. Make it EASY for your referral partners to recommend you.

Another thing you can do to streamline the process and create tons of goodwill is to offer to meet them and their friends for coffee at a neutral place. (NOT Your office or business- that just screams "I WANT TO SELL YOU SOMETHING!" and makes some people very uncomfortable.

Make referring you as easy and comfortable as possible and you will turn your clients and customers into ADVOCATES.

#4. Use a Client Advisory Board (CAB) (Also known as: user groups, customer feedback sessions, focus groups, etc.)

"Building a vibrant business through the use of an advisory board offers a huge competitive advantage," says Steve Rapattoni of Stonefield Josephson, a California-based certified public accounting and business advisory

These types of client-centric groups are used by most successful entrepreneurs and large corporations. Successful client advisory groups usually share these characteristics:

Most meetings are held face-to-face. "Virtual" meetings are simply not as meaningful. After all, clients want to get to know you, which is harder over the internet or phone.

CABS work because they allow clients to have direct input, give opinions, and to be part of something. CABS also encourage accountability from the business and are a natural segue into the referral process.

5. Create the WOW Client or Customer Experience

In today's economy you can't afford to have a client or customer walk away from your business with a shrug and then forget all about you. You must create the ultimate client experience from beginning to end, particularly if you are in a service-based industry.

Learn what your A-Level clients and customers are into and build client events and experiences around those things.

You might sponsor some fun events such as the tried and true:
wine tasting, cigar sampling, sports, charity fundraisers, gourmet food tasting. You could also do some more exotic events such as a "marshmallow drive" contest at the local country club, a how to do magic class, cooking class, circus clown class, etc.

Or, if the logistics of putting together a client event is overwhelming to you, you could become a sponsor for events at your top clients' churches or synagogues or lodges. Even better- VOLUNTEER your time at those events and earn the respect and admiration of your potential joint venture partners.

6. Database Marketing- Find the Gold You Already Have

It always amazes me how much a business is willing to spend to get a NEW client when they could spend far less and probably get more new clients if they just asked the ones they have for referrals. If you don't already have a system in place to market to your existing database and set the referral process in motion...
GET ONE!

7. Stay in Touch- The Message Must Be Consistent and Meaningful

If you have wised up and decided to nurture your existing database, one of the best ways to do that is with CONSISTENT, meaningful communication. Here are some ways to do that:

Use an Automated Drip System to Get Your Clients to Brag About You
*Do a "Rolodex dip" and call top clients for NO REASON. Talk about their agenda, not yours. They will love you for it.
*Send out a useful client newsletter, not some glossy sales pitch brochure. Send a fun, warm newsletter that allows customers to get to know you. It's all about relationships and relationships naturally lead to SALES.

I personally use Send Out Cards because it is so easy to create unusual, personal greeting cards and then make them into an automated campaign. I was introduced to this system by sales trainer Sid Walker and it has really worked well for my own consulting practice. (You can see a short movie on how Send Out Cards automates the referral process by going to http://www.socreferral.com/grouchymarketinglady .)

8. Don't Be Shy- Promote Yourself Like Crazy. The more people who know and recognized your name and message, the easier it is to ask for (and GET) referrals. I am not suggesting you try to achieve Brangelina status, merely that you become a bit famous in your niche. You can achieve this in a variety of ways, but I have found that article marketing, blogging, podcasting, and webinars work very well.

9. Incentivize and Thank

When it is not prohibited by your company policy or law, you should always incentivize the referral process. Whether it is offering, in the case of subscription products, one month free for every valid referral, or a book or article, DVD, MP3.. whatever you think is a great incentive for your particular list, you should say THANKS in a meaningful way.

Sometimes (and again this is where my Send Out Cards account has come in handy) I will use a simple thank you card and add a gift card or certificate. The beauty of SOC is that I can automate the process while still retaining that touch of warmth and uniqueness. (try it for free at http://www.sendoutcards.com/50147)
People want and NEED appreciation and not feeling appreciation is the number one reason clients say they leave a particular business. Don't overlook this crucial step in the process.

Finally...

10. ASK ASK ASK... Most of us don't get referrals because we just won't ask. If you are proud of the work you do... if you get compliments from your customers.. then take the time to ASK those happy customers for referrals. Referral guru BILL CATES from Referral Coach International says that you should say
"Don't keep me a secret."

I like that..

Now, you don't keep ME a secret either. Tell your business friends, your MLM friends and relatives about the Grouchy Marketing Lady. I love to help entrepreneurs make a difference.