Question of the Month: How Can I Get More Referrals?

Each month I will answer a question asked during one of my seminars, that has come up in conversation with clients or comes directly from my readers. This month’s question has to do with finding more referrals. For most businesses, referrals just happen, with very little rhyme or reason. In this post I share with you a more systematic approach that will put intention into your efforts of increasing referrals.

1) Provide an outstanding customer experience. Take the time to review your customer experience using the Duct Tape Marketing Hourglass. If there are some things that you need to fix to better satisfy your customers, do it. Once you have customers and clients who are thrilled with your service, then you are ready to more actively seek referrals.

2) Be referable. You need to be clear on what type of client you’re looking for and what primary service you’re offering. What are the characteristics of the ideal client? How can someone spot her? Be specific. Likewise, share what types of services you’re looking for referrals. A face-to-face meeting over coffee is a great way to learn more about what others are looking for and to share what you’re seeking. Without this step your referral sources won’t know how to spot your ideal referral.

3) Use a CRM to keep track of your referrals. By maintaining a CRM with your contacts, you’ll be able to easily tag those who are active referral sources and who they’ve referred to you. Over time you can systematically nurture these relationships so that you stay top of mind. Remember, referral sources can be clients and business partners and you might need to apply different nurturing tactics to each to deepen the relationships.

4) Identify Referral Partners. Who else serves your same client base? First, think of the categories and then think of specific businesses or people you know in those categories. Developing relationships with partners is an effective way to build a referral relationship. For me, one of my partners is a graphic designer. She and I actively refer business to one another because we know each other’s business well, what the other is looking for and have an established and trusted relationship. Make the effort to find and build those relationships. They can be goldmines for both partners.

5) Givers Gain. This phrase comes from BNI (Business Network International) and the idea is that the more you find referrals for others, the more they will want to refer you. Adopt a philosophy of giving to and helping others first. It’s not just good business; it also fosters trust that will help to build stronger relationships.

6) Consider joining a referral group. If you have a decent network and are open to looking for referrals for others, then joining a networking group like BNI could be a profitable move for you. BNI chapters have structured meetings that give members the chance to educate others about what type of referrals they’re looking for and to build trust as they get to know one another over time. Outside of meetings, you actively listen for the trigger words that indicate someone is looking for a specific service or product and make the introduction.

7) Be Realistic. Referrals don’t necessarily happen overnight. It takes time to develop relationships with referral sources, whether with a customer or a referral source. Trust is an important aspect of referrals.

If you’ve got anything to add, let me know what works for you.