3 Steps to Grow Your Referrals!

The most frequently asked question (FAQ) by my client's, and my business network, is as follows: "how can I/we get more new business by referral?" Over the 20+ years since beginning my sales and marketing career with Deluxe Corporation,(www.deluxe.com) a Fortune 500 company based in St. Paul, Minnesota, it has been my experience that the absolute best way to "get" more referrals, is to "give" more referrals. Aside from that, you and your organization can master the following "3 Steps", and watch your referrals grow!

Step 1 - Practice ProActive Listening!

Consider this simple, yet powerful fact: each and everyday, your friends, family, clients, prospective clients, alumni, association, religious, and non-profit organization colleagues (a/k/a your network) tell you that they have needs. In other words, they want something, or someone, better. Are you listening? I mean, are you REALLY listening to what they are saying, and actively thinking about who you know that might be able to help them, better their business, or their life? The needs are obvious. A better dry cleaning service, an honest auto mechanic, a reliable contractor, a quality locally-owned restaurant, a banker who knows their name and their business, an accountant who files on time, a realtor who presents properties that match their buying ability and lifestyle, an attorney (or law firm) who values the client more than the hourly rate, and the ever-important medical doctor who won't make you wait for an hour (or more) just to see them! I trust you can understand what I am saying, when I say that we all want (and deserve) something, someone, better. If you care enough to proactively listen, you can make an introduction for them that will forever leave them being thankful to you.

2- Become More Visible!

Who are you? What does your firm do? How are you unique or different in the marketplace? These are not what you want someone in your community to say upon hearing your company name! Simply put, when we source your firm name in the business dictionary (assuming there was such a thing), we could then just replace your company name with the following definition: <_____insert your firm name _____ = "an unknown", "invisible", and/or "irrelevant" firm of some kind that does some thing to which nobody really knows, or cares.> If success is your goal, this is NOT what you want anyone to ever say (or think) about your company. So how do we prevent this from happening? Become more visible! Word-of-mouth marketing is more like farming than hunting, so it requires you to be on the ground, in-person, attending, talking, meeting, greeting, planting seeds, opening and nurturing new relationships. This also requires that your team accurately communicates your brand, your story, your uniqueness, and your strategic advantage. To get more business by referral requires you to train your network (a/k/a your friends, family, clients, prospective clients, alumni, association, religious, and non-profit organization colleagues) on what makes you unique, different, and ultimately the preferred company in your field or industry. Unlike business over the internet, which is cold and impersonal, your business referral network is an organic, ever-changing ecosystem of people. In this way, your network is much like a farm, which requires that you invest time, energy, resources, and purpose in order for the seeds you plant, to grow, flourish, and yield those fruitful crops which we call referrals! Through active involvement with your network, and in your community, you and your business will become visible enough to be credibly referred to others.

3- Less is More!

Success by word-of-mouth requires that you communicate clearly, creatively, and constructively - in less than 60-seconds. Think about it: t.v. (or radio) ads rarely run longer than this, and yet, they tell you a whole lot about something. Arguably, they are not always completely clear; however, they are 60-seconds or less. Why? Time is money, in advertising, in business, and in life. Word-of-mouth provides you an opportunity to say less, while accomplishing more. Don't think so? try saying (and timing) this: FLY, SLEEP, DRIVE, CRUISE, CHEAP. If you're like most, 3-5 seconds is as long as it should take to say those five things, which are the entire business model of an online internet travel services firm known as Hotwire. (www.hotwire.com) Do you know your five things? For many years now, I have consulted our clients, and my networks, on the value of saying more, with less. This is especially important for networking events, galas, elevators, airplanes, front lobby/reception areas, restaurants, bars, stadiums, theaters, court rooms, schools, board meetings, parties, and anywhere else where you might happen across that ideal prospective client (which is everywhere!) Why? Because everyone you meet, and yes even at funerals, almost always asks you that involuntary question: "what do you do?" The key to everything in business (and sports, medicine, law, copier sales, insurance and any other business which requires someone to say yes - which is every business), is practice. Every other professional has to practice, so why don't you? Practice being clear when you communicate who you are, what you do, and most importantly, how your clients in _____ industry _____ benefit from working with you. Verbal vomit (anything more than 60-seconds) is the death knell of word-of-mouth marketing, and an expensive proposition for advertising mediums. Be creative about what you say, how you say it, and especially how you say why your clients work with you. Please avoid the boring, biographical, pedigree-laden, plethoric details of your experience and qualifications because to be honest - they do not care! They want to be excited, inspired, and motivated! Finally, be constructive about sharing how you help others, with real stories that showcase two, three at the most, client success stories. This will generate enthusiasm, attraction, and curiosity, which are keys to setting a formal meeting to talk business.

By proactively listening to your network, while getting involved in your local community and organizations, you can deploy the less-is-more tactic, while giving (and gaining) more referrals by word-of-mouth!