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Ken!
Education is Key to Effective Referral Marketing
Copyright © 2006 John Jantsch
One of the few complaints I hear from small business owners when it
comes to generating business or leads by way of referral is that too
many of the referrals they are offered aren't a fit for the
business. The referrals are either unqualified, don't need the
firm's offerings, can't afford the product or just don't fit the
typical profile of an ideal client for the receiving firm.
If this is your referral reality, then you know that chasing leads
that don't fit your target client can be a grand waste of everyone's
time and energy. The primary reason for this affliction though is
that most small business owners and independent professionals don't
take the time to educate their referral sources.
The typical referral request may go something like "know anybody
that needs what we do?" Okay, I know lots of people, here you go.
Have at it!
The solution to this is really quite simple. I've created a tool I
call The Perfect Introduction, as part of my
Referral
Flood program. The Perfect Introduction is a document (although
this can take many forms including a web page) that contains answers
to the following questions.
How would I know if I spotted your ideal client?
Describe, in great detail, the type of clients you work best with.
This step will help assure that you get highly qualified leads and
make it easier for your lead source to think of prospects that fit a
narrow description.
What would I say to best position your business?
Give your referral source the exact words you would like them to use
when introducing your products and services to prospective
referrals. Give them a simple, memorable way to explain the benefits
you have to offer. Remember, many of your best referral sources may
not be actual clients who can talk eloquently about your brilliance,
give them your core marketing message so that the expectation they
set remains consistent.
How can you add value to my relationship with a referred lead?
This is a multi answer question. Show your prospective referral
source what you do to make them look good and outline any offer you
might have cooked up to reward and motivate your referral sources.
By the way, money isn't always the best referral motivator. Showing
appreciation, helping referral sources meet their goals, and making
referral sources look good are all powerful motivators.
What do you do with the leads you receive by way of referral?
Outline the exact steps you take when you receive a name or
introduction. This step allow the referral source to get comfortable
with your marketing process. Everyone has some fear that the
referred party may abuse the relationship by hard selling or calling
every night at dinner time. Put these fears to rest by outlining
your very educational approach. (That is your approach, right?)
Now that you have your Perfect Introduction document in hand you can
go out there and confidently let the world know that you are someone
they can feel great about referring.
Another very powerful aspect of this tool is that often, even if you
don't realize it, you are in competition with others who are seeking
referrals. CPAs, for instance, are heavily targeted by service
professionals seeking referrals. With your referral process outlined
in a very professional manner, you will stand out in the referral
competition for some of the best potential referral sources.
And Now a Powerful Twist
Once you have created your Perfect Introduction you should also
consider using this tool to open doors with potential referral
sources. Send a letter to 100 targeted referral sources with a copy
of your Perfect Introduction and a blank Perfect Introduction form.
Inform the recipient that you have clients and prospects that you
believe could benefit from their products and services. Ask them to
complete the enclosed Perfect Introduction form (using yours as an
example) and send it back to you as soon as possible. Do this and
you will find new referral marketing doors swinging wide open for
you. In addition, you will be better prepared to give referrals to
your clients and prospects, kicking the referral cycle into even
higher gear.
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John Jantsch is a veteran marketing coach, award winning blogger and
author of Duct Tape Marketing: The World's Most Practical Small
Business Marketing Guide published by Thomas Nelson - due out in the
fall of 2006. He is the creator of the Duct Tape Marketing small
business marketing system. You can find more information by visiting
http://www.ducttapemarketing.com/