Page 229 - Duct Tape Marketing

Duct Tape Marketing

least his job (doesn’t that sound like a good time to ask for a
referral?)
 When you deliver a new product
 During a review or checkup process as part of your service

Make a list of all of the instances in which your firm comes
into contact with its clients and referral sources, and look for natu-
ral opportunities to systematically insert some aspect of your referral
marketing system.

The Simplest Referral Tactic on the Planet

The easiest way to generate referrals from your base of clients is to
make it part of the deal. I stated this at the outset of this chapter, but
now I want to give the actual process I use to make this happen.

When you begin a client relationship, simply explain that you
offer great service at unheard-of prices because each of your clients
understands that a part of the deal is to refer three new clients within
three months of becoming a client. It doesn’t matter what number you
use here; just create something that sounds workable.

When you meet with a new client, simply add some variation of
this statement to your lead conversion process: “We know that you
will be so thrilled with [our promised result] that at the end of ninety
days we intend to ask you to help us identify three other people who,
like yourself, need this kind of result.” This strategy sends such a
strong marketing message that almost every client to whom you pres-
ent this will agree.

Some businesses use this strategy so effectively that the only way
to become a client of their business is by way of a referral. Do you
think these businesses can charge a premium for their services?

Jan Myers, a real estate agent in the Dallas/Fort Worth area, sets up

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