At a recent morning meeting of great minds and brilliant business people at the Brookfield Chamber of Commerce’s Business Before Breakfast, the ‘Challenge Question” that was discussed was, “How do you get or ask for referrals?”. All participants agreed that unlike a career in the back office or working retail, business entrepreneurs depend on word of mouth referrals. Many coming from those previous professions, and mostly everyone regardless of background, found is intimidating to ASK and so it is an area of business development that is avoided or at least underexploited by all. We all need to do better and develop strategies to solicit those elusive but valuable personal referrals.
Since the first step to improvement or change is awareness, at least the group identified the importance of this stream of business and also their reluctance to appear pushy or insincere. The first step is to understand and appreciate the VALUE you bring to a client. You must believe in your gut that you provide a needed service better (or at least differently) than the next person in your line of work. That might include knowledge but just as importantly could be motivation (passion), resources, or even your personality/likeability. People refer and do business with people they LIKE and TRUST.
Providing VALUE before expecting or asking for referrals was a key topic. Besides giving excellent service to existing clients, other ways to demonstrate value might include providing a resource, giving seminars, blogging, giving free advice, or suggesting a relevant book, article or seminar.
More time needs to be spent deepening relationships with both past, present and future clients as well as with referral partners and others in complimentary fields who might be doing business with the groups of people you are trying to reach. Personal notes, lunch meetings, golf, or just a phone call to check in were strategies that were discussed.
Bribes or incentives was light heartedly brought up but their importance can’t be minimized. Bringing a tray of Chick fil A nuggets (shameful plug here) when you go on a sales call or a Chick fil A gift card (another shameless plug) or movie tickets to the person providing the referral cements the appreciation aspect of a referral strategy.
More passive strategies were discussed which centered around social media: allowing people to glimpse your professionalism, creativity and personality through posting. Also encouraging your best referral partners to recommend you when there is a request for services on Facebook.
When to ask for a referral or RECOMMENDATION?
After you provide good advice or a free service is an appropriate time.
When working with a client, when they are the most excited about your value is another opportunity. For example, as a REALTOR, my best time is NOT when I list their homes or at the closing but rather when we get an accepted offer on their property. Define when that moment is for you.
It might be when a client calls you to tell you that the marketing/ sign worked or that you saved them $XX.
Another time to ask would be during a business meeting with a referral partner. Use this as a time to interview the other person to really drill down to find out the best way to get them business: what phrases to listen for; how to respond. Make it all about the other person and how to help them and eventually they will ask you how they can help you without you asking them.
How to ask for a referral/recommendation?I think is always appropriate to say, “My best clients come from personal referrals. If you know of anyone who might benefit from a discussion with me could you please-
1- Tell them about me/ have them call me.
2- Share with me their contact info and if you wouldn’t mind if I could use your name if I called them.
3- Share with them this informational piece about my services.
4- Introduce me to them or set up a meeting with them.
A couple of other thought that were discussed this morning:
1- Take A+ care of those referrals. Give them your red carpet service.
2- Always thank the referral source.
3- Don’t give the outward appearance of being too busy for referrals or too successful
to handle the small referrals from a friend.
4- Train your trusted referral partners to listen for key phrases and ask questions that will lead the conversation towards a referral opportunity.
5- When speaking about your industry/ job convey enthusiasm and excitement, never frustration or exhaustion.
All of use agreed we need to take a more active role in referring each other whenever possible and by doing that, in return, we will receive referrals.