How To Get Referrals In Business
Let's face it - a lot of businesses give quality service
, thinking that their good work is enough to encourage their client base to refer them to other people. Although this may be true, it is not necessarily the case for every client. Some of them are more than willing to help, but they are also so tied up with their personal businesses that they forget about helping out others.
Asking for referrals is not an easy task. In fact, maybe getting new clients on your own may even be easier, as you do not need to rely on the help of others. Referral-drawing is likened to asking your atheist friend to accompany you each week to
Sunday mass - it is difficult, it is awkward, and it takes guts. But it IS NOT impossible.
There are great, nonchalant ways of doing it, without sounding like a pesky bug hounding an ear. Here are some of the best discreet, and not-too-imposing ways of doing it.
Transaction-based referral. This type of referral means that for every done business, you encourage the existing client to refer a new customer to you - for a certain percentage discount. For example, before Client A leaves your store, you hand out a coupon, indicating that each new customer he brings in will entitle him to a 20% discount on his next purchase. This way, you are ensured of future business, either from existing Client A, or from potential Client B.
You can also print out coupons, insert them in newspapers, and since people don't like letting a bargain go to waste, watch all your new customers troop into your store. Don't forget to indicate an expiry date on the coupon, otherwise, new clients can and will barge in even at awkward moments, like when you currently don't have stocks. One thing though - make sure your product and services are worth going back for, because one dissatisfied customer can turn off dozen of potential new ones, thus making your gimmick work to your disadvantage.
Go to networking events. When a group of people are gathered, all with business at the top of their heads, it is not embarrassing to give out your business card to people, or to outright ask to be referred to others. Networking events encourage helping each other out. If you meet 3 people who may be interested, you can ask that you be referred to their friends whom you can help out with your business. If you are in the real estate business, not everyone at the event may be actively searching for a new house, but they may have friends who are - so don't be afraid to ask.
Ask friends! Never discount the power of long-standing friendships. The same person you went to elementary school with will not be your long time friend if he sees no value in having you in his life. Bank on this trust factor. Most probably, your school friends have ventured out into various fields, most of them in touch with people who may potentially be your long-time clients, too. Relentlessly
"abuse" the close connection and ask them to help you out. They will - no one can resist a good friend.
Do volunteer work. Why network here? Because people like helping out people who have kind hearts. This is a reality. Kindness begets kindness. Most people you will encounter while doing volunteer work will be so grateful for the time and effort you put into helping out others, that they feel indebted to you. What harm will asking do to you? Nothing really, but if you get too embarrassed, you'll be at the losing end. No guts, no glory.
Give out samples. Especially when working in the food industry, it is best to have people get a taste of what they'll be getting, rather than forcing people to buy blindly. Gather the key people in the community - the school principal, the pharmacy owner, the neighbourhood supermarket proprietor, sports clubs - and give them a good meal. You will see that when they get a taste of your great food, even without asking, all of these key people will bring in their own staff for their association meetings...and each person in these future meeting will bring in their families for even more, and extended, business.
Getting referrals shouldn't be rocket science - you just need careful planning. The bottom line is, if you really care about your business, and are prepped for a life of success, no endeavour should be too difficult, too embarrassing, or too impossible. Do it for the love of personal fulfilment (and profit, too of course!
by: Michael Griffiths
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