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Ramp Up a Systematic Referral Machine

When she shoots a wedding for a client, she also shoots photos of
the cake, flowers, dresses, reception room, hairdos, and buffet tables.
Then she visits shops with example photos from weddings using that
shop’s services. She gives the shop a framed enlargement (with her logo
and Web address on them, of course) and copies of an information
binder that they can use to present her services to potential clients.
The promotion is so successful that she doesn’t even bother asking if
the store wants the photo. When she shows up with a framed print,
they are usually so bowled over that they start looking for somewhere
to hang it right then and there.

Reward Your Sources
There are many ways to provide incentives and rewards to your

referral sources. Some industries regulate this very strictly and disal-
low any form of compensation for referrals, but many do not. You
should also note there are many forms of compensation in addition to
a straight monetary offer.

You can offer a lower price to clients who refer. You can thank them
with gifts. You can reward them with products, or you can simply rec-
ognize them at a referral appreciation dinner. You can acknowledge
their contribution to your company online and in a newsletter. You
can refer business back to them. Use your imagination.

Look for Moments of Truth
There is no perfect time to ask for referrals, but there are some

milestones or “moment of truth” events that present perfect opportu-
nities to maximize your ability to receive referrals:

 When you complete a project well done and a client tells you
how pleased he or she is

 When you go over and above in some customer service aspect
and your client suggests that you just saved his life, or at

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