Page 222 - Duct Tape Marketing

Ramp Up a Systematic Referral Machine

say great things about your firm or your service. When someone they
already trust says you’re all right, then you, in effect, borrow that trust.

Fewer Issues Regarding Price
When clients come to you because their best friend said you

would be the tops at providing something they needed, they not only
expect to pay a premium for your services, but are willing to do so
because they attach a higher value to your service due to your relation-
ship with that best friend.

It Makes You Better
If your firm is going to make referral marketing a key marketing

strategy, then the primary objective for everyone in your firm will
become making every client so happy that they are dying to send their
friends, family, and associates your way. If that were everybody’s job,
including yours, would that change the way you served your clients?
Would that have an impact on your business?

I have seen companies change completely by simply adopting this
mind-set.

Rules of Referral Marketing

There are two key sources to draw upon when looking for referrals.
Many business owners find the best sources of referrals are existing
clients. Existing clients, after all, know your business and should be
some of your best word-of-mouth advertisers.

There are many professions that also count on networks of pro-
fessionals to supply referrals. Accountants often refer new clients
to attorneys, financial planners, and even payroll services. In my
experience, it doesn’t really matter what business you are in; you
should develop referral tactics that allow you to generate referral

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