Referrals are one of the best things to happen to your business. When someone sends a referral your way, that person has a real need, they trust the referral, and they feel ready to buy. These are typically the hottest leads you get.
Sounds great, but why do some people have more luck with referrals than others? Too many businesses are sitting and waiting for their luck to change, just expecting referrals to show up. Referrals do not arrive on luck, they come when someone puts together a system that has you and your company in a position where they can refer you! Let’s break this down.
Start With The Customers You Are Making The Happiest
Think of the last job you completed successfully. It may have been a big install, getting someone’s books in order, or wrapping up a complicated repair. This moment, when the client was happy and thankful is exactly the time to ask for a referral.
Asking for a referral does not have to be awkward, you could simply say “If you know anyone who could use this type of help would you pass them my way?” Most customers are glad to do it. They just need the nudge.
And don’t overthink the timing of asking. Many people plan to send a follow-up email, but sometimes the best moment to ask is at the job site. In fact, the best time might even be while you are packing up your tools or turning off your lights. The client’s positive energy is fresh—and so is their willingness to help.
You also want to make it easy. If they agree to get you a referral, offer to send them a brief summary of your services after you leave. That way they can simply forward it. Or, you can make it even simpler by having them edit a short note and send it along. You are not pushing them—you are making it easier for them.
You can even make it better. Many businesses give small thank-you gifts for referrals—a gift card, a discount or a charitable donation in the name of the client. It does not have to be extravagant. You just want them to say thank-you and reinforce the behavior you want to continue.
Ask for a Short Testimonial
You could even take it one step farther. Once you have wowed that client—ask for a short testimonial. One or two sentences is all you need. “They fixed my payroll mess and saved me hours.” That is a gold nugget! Share it with social media, tag the client and now their network knows what you do—and you did not even have to sell.
If a client gets hesitant about what to write, you have a couple of things to consider. You can write a version for them to approve or change. People want to help, but they are busy people. If you make it easy for them, the chance of it actually happening goes up.
And don’t stop with just text. If any clients are willing, take a photo of the completed work with them, or ask if you can videotape a 10-second video testimonial. Real faces and voices are more powerful than words.
Be sure to remember: testimonials are not just for your website. Post them as social media status updates, drop them into proposals or include them into your email follow-ups. They provide proof that you can produce—and they can do a lot of your selling.
Get out and meet people
Referrals do not just come from your existing clients. One of the best ways to increase referrals is by going to where your potential clients, or someone who knows your potential clients, are hanging out. Make an effort to meet new people, and to expand your personal network. For Business to Business (B2B) selling, this might mean joining a BNI, chamber of commerce, or an owner mastermind. For Business to Consumer (B2C), think about where people gather: community events, the gym, school sports, farmers market, trivia night at the brewery.
Start connecting with people, but be sure to lead with curiosity and generosity first, rather than a sales pitch. Build relationships. Be curious. Be generous. Learn about people. When the time comes, you’ll have an opportunity to talk about what you do. This is how you plant the seeds that lead to referrals.
Go into situation with the right mindset. Don’t expect to sell on the spot, you are there to plant seeds and build relationships. People will make a connection to you as they get to know you and as they both respect you and like you. Then they will remember you when someone they know needs what you do.
Don’t just tell people what you do. Tell them how you have helped someone before. “I recently helped a plumber who hadn’t filed taxes for three years. We got him caught up in 6 weeks.” That’s a story someone can remember, and share. It’s real, relatable, and it paints a picture of what kind of problem you solve. Look for the chances to share your recent wins or brag about a teammate. It will be a great way to reinforce the positive energy people associate with you and your reputation.
Be Genuinely Helpful
Want to be top of mind? Help people – especially when you are not trying to sell them something. Develop checklists, tip sheets, or quick guides. What do people most often ask you? What expensive errors do people make with respect to your industry? When you are able to take something off of someone’s plate, even in a little way, they are more likely to think of you – and talk about you. Even better, give people something useful they can share – that just makes you more memorable and shareable.
Stay Visible
If you’re like many business owners, you think about your business day and night, but your potential customers have a busy life and many distractions. People have to think of you first before they can refer you! Out of sight, out of mind. Even your most enthusiastic clients can forget about you when life gets busy. A short monthly email. A seasonal tip sheet. A quick message to check in. It doesn’t all have to be fancy. Even a magnet, or notepad, or mini calendar with your phone number on it keeps you in their view.
The Bottom Line
Referrals are nothing magical. They are just a product of doing great work, staying visible, being helpful, and making it easy for people to refer you.
Here’s what to do today:
• Think of one happy client. Ask for a testimonial – or even better, a referral.
• Pick one event this month where you can show up and connect.
• Create one branded item – a magnet, notepad, whatever – that puts your name in front of people.
That’s a great start to creating a simple, repeatable referral system that works.
If you know a business owner who wants to create more referrals, send them this article. If you know a business that could use some help putting their finances together, please send them to Bearden Stroup today. We will take great care of them. With their permission, just send their name and contact information to Contact@BeardenStroup.com and we will do the rest.