Page 230 - Duct Tape Marketing

Ramp Up a Systematic Referral Machine

every sale by telling her prospects that her business survives on referrals,
and in order to earn those referrals, her firm is going to give them wow
service. This way, when she asks them for referrals to build her business,
they are delighted to give them. She is now turning what she heard fre-
quently, “You guys are the greatest!” into new business. They expect her
to ask for referrals because she tells them up front that she will.

There is something very powerful about setting expectations for
referrals. When they are agreed upon and all aspects of the deal are
met, people don’t have a problem living up to the commitment. It is
much harder to go back after you have established a relationship with
a client, based on a certain set of expectations, and ask for referrals.

How to Create a Killer Strategic Referral Partner Network
Everyone needs a little help from his or her friends. Businesses large

and small can benefit greatly from the partnering mind-set, particularly
hyper-local businesses.

The partnering mind-set is simply a business point of view that
suggests that a great deal of the organization’s marketing mix will
involve seeking out and activating business partners with the same
ideal client target. Understand, though, that this thinking in full form
takes on a bigger view than simply referring business to each other.
A total local partner mind-set is an approach that starts with your
product and service offerings and carries through to both making and
giving referrals as a total team effort. There are a number of compo-
nents involved in the creation of an effective program.

Recruit and introduce. The first step is to recruit your team and
introduce them to your program and business. One of the best ways
to identify good teammates is to ask your current customers to name
other businesses they like to buy from. You don’t want just anyone as a
partner; partners need to be people to whom you can also confidently
refer business.

Next, send them a letter outlining your plans and inviting them to

211