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RISING WOMEN EXPERT
ADVICE...
What exactly is a
“referral” and how can I strengthen my business through this type of
marketing?
There are many ways to approach marketing your business and those who are
most successful consistently use a variety of techniques. One effective
marketing approach is definitely getting referrals. Not only is this an
avenue to cultivating potential new customers, it is also 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%
off will make you stand out in your customer’s mind...and wa-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 “rewards” those who make
referrals with a special gift, tokens of appreciation, etc. For example, you
can extend a gift certificate to your current customers if one of their
friends becomes a new client...hence, it is important to ask these 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
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