RISING WOMEN EXPERTS...

What exactly is a “referral” and how can I strengthen my business through this type of marketing?
    By RWM Experts

There are many ways to approach marketing your business and those who are most successful consistently use a variety of these techniques. One effective marketing technique is definitely getting referrals. Not only is this an avenue to cultivating potential new customers, it can be another way to elevate your customer appreciation.

Let’s back up a bit first. A referral is when you ask someone, like a satisfied customer, if they know of another person who could benefit from your services. This customer will either give you the contact information to this other person or encourage that other person to call you.

If given the number to another person, it is very important that you be extra courteous when you call. Don’t assume this person has all the details about your service, or is even interested. Clarify who referred you and why you are calling right away. Allow this person to make their own decision as to whether they are interested. If they are not, politely end the call and don’t call again. The last thing you want finding its way back to the original person who made the referral is that you harassed their friend!

With asking for a referral being somewhat like asking for a favour, showing that you appreciate those who give you referrals - especially your customers - is important. This can be done by simply sending them a “Thank You” card or through a Customer Referral Program.

If sending a “Thank You” note, elevate your relationship with your customer by including a generous token of your appreciation. This does not necessarily have to be a huge expense to you. Consider including a substantial savings on their next purchase, or offering a two for one or sending a small gift. Making it far more special than a mundane 10 or 20 percent off will make you stand out in your customers mind...and wha-la, word-of-mouth advertising begins!

Much like a “Thank You” note, but on a much larger scale, a Customer Referral Program is basically a program that “awards” those who make referrals with a special savings, gifts, draws, etc. For example, you can offer $20 off your customers next purchase if one of their friends becomes a new customer...hence, it is important to ask new customers how they found out about you. If properly set up, this type of program will not only build your relationship with your customers, it will give them an incentive to continue to make referrals.

For more advice on referral programs, send your questions to our panel of Experts at experts@risingwomen.com