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I teased you a few weeks ago with eletter #28 on how to get more referrals. I had planned to use eletter #29 to share with you part I on referrals, but I used the eletter to discuss a time sensitive topic regarding the marketing juggernaut known as Oprah. If you missed it, hit the eletter archives link located on the home page of www.mindcapturegroup.com for this fascinating “Mind Capture” lesson.
Picking up where we left off, let me open again up with a powerful statistic regarding referrals and why you should actively ask and seek out more of them within your business.
“A well qualified referral has an 80-90% chance of becoming a new client if handled properly!”
Hands down, it is the best form of lead you can get. This statistic should serve as a wake up call to compel you to focus on additional ways to generate more referrals within your business. In this issue I’ll share with you two simple and proven ways to get more of them.
#1: Ask for more of them. I call them “introductions” as fellow author and brilliant marketer Mark Victor Hansen recommends. Yes, it’s rather obvious but really sit back, think and ask yourself the question, “In the last 10 client encounters, how many times did I ask for an “introduction” or referral to someone within their sphere of influence?” I bet you’ll be shocked at how little you’re doing this.
Why? We simply forget and the opportunity slips our mind when meeting or talking with a client. The goal is to empower and validate key customers by asking them for help in building your business quicker and easier via a referral within their mental rolodex of contacts. Most times are customers are willing to help out, we simply must humble ourselves and ask for more of them on a consistent basis.
Here’s a quick example of how to ask for an “introduction”. The setting: a phone call with a key customer who owns a car dealership and loves, in this example, your insurance program. They begin to mention the benefits they’ve received via working with you in the conversation and you listen intently. At this point, instead of simply thanking them and exiting the call or conversation, the time is right to ask for an introduction. Here’s how it might play out.
“Joe, I appreciate the comments and the chance to help you. Can I ask a quick question? You mentioned you’re a member of the local new car dealer’s association, correct? Based on how much you enjoy the employee insurance program would they’re be a couple of board members within your association that you could introduce me to or who might be interested in what we did for you?
#2: Network. Yes, a simple yet often overlooked strategy for generating referrals. Here are a few groups you should consider as part of your networking strategy:
*Chamber of Commerce *Civic organizations *Trade associations your key customers are active in *Business leads groups
I’m amazed at how many sales people and entrepreneurs who don’t take advantage of this powerful strategy to meet key contacts and pick up well qualified referrals. Often the excuses pile up as to why they aren’t as visible as they could or should be. Frankly, there’s no excuse. The old cliché is truer than ever,
“Out of sight, out of mind”
As they say in the film biz, that’s a wrap.
In the next eletter we’ll explore the psychology of why we give and receive referrals and the many business benefits they provide you. You’ll definitely want to keep an eye out for this benefit, jam packed eletter in the next couple of weeks.
Helping Others Achieve Marketing & Communication Breakthroughs!
Sincerely,
Tony Rubleski
For additional marketing resources visit www.mindcapturegroup.com.
