Page 237 - Duct Tape Marketing

Duct Tape Marketing

ten thousand contacts or clients in a database. This business knows
that their client list could really use your product or service, so they
agree to send out a letter to their list in return for a percentage of all
sales produced from the mailing. This type of endorsement or joint-
venture strategy can produce one of the quickest increases in new
business possible from any form of marketing.

Even if you have to offer a significant portion of the revenue gen-
erated from this offer, you will benefit from the long-term possibilities
with these new clients. (Remember, you are going to sell them more
products and services.) This type of referral can also substantially
increase your credibility with a market. If well-connected leaders in
a certain industry are willing to publicly refer you, then you can bet
that others in your industry will see this as a sign that they should get
to know you as well.

Give and You Shall Receive
As with so many things in life, the best way to get what you want is

to give it. This proves true for referrals as well. Get in the habit of refer-
ring others, and you will start a cycle that inevitably returns. Creating
your own network of vendors and professionals that can help your cli-
ents is a great way to make yourself more valuable to your clients as well.

One of the best ways to start a potential strategic partnership
with another business is to first become a client of that business. Buy
their product or service, send them a testimonial, and then contact
the business owner. It’s amazing how this little investment on your
part will pay off when seeking high-quality partnerships.

Ways to Generate Referrals Without Asking

In some cases, businesses can generate a great deal of their referrals
without ever directly asking their clients for them. Many businesses,

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