Referrals Are about Relationships Ep23

Summary: <a title="Referral Marketing" href="http://vernonross.com/23rd"></a><br>  <br> What Is a Quality Referral?<br> Back in the Vic Tanny days. Huh?  What's a Vic Tanny Vern?  <br> Well kids it's a health club you may know as Bally's, yes that Bally's.  Well getting back to the story about quality referrals.  When I worked there as a personal trainer the way you made most of your money, that is if you wanted to actually make money was to get referrals from members of the club.  <br> Getting referrals wasn't a bad practice but it was the way in which we got them and the shear fact that we were on a quota system to get as many as we could every day.  We would almost chase members down asking for the phone numbers and contact info of any friend or family member the would be willing to sell-out so we could try to get them in the club.  For every 20 or so people you talked to about one would join.  Did we make money?  Yes but did we build relationships?  No! and that's because there wasn't much quality in our process.<br> There is a real difference between a good referral that's going to help you reach your business goals and a weak referral that's not. Referrals are all about quality, not quantity, and you want to grow to understand this qualitative difference in order to learn how to develop better referrals. <br> Referrals Are about Relationships<br> I'm pretty sure you think the above is a true statement right?<br> Yes.  It's very true and I'll tell you why.  As I was telling a great group of business owners I was speaking to about building communities from their customer base the same goes for referrals.  <br> The foundation of a quality referral is the relationship you have with your customer. You both need to understand each other. A customer or client who doesn't understand you or your business isn't going to be able to fully represent it to others. This won't get you referrals.<br> By the same token, they need to feel that they fully trust you and can stand by you. They're vouching for you and to some extent their referral affects their credibility with their network and 9 times out of 10 that network is their family or friends.<br> Good Communication<br> Since it's all about the referrer (Your client /customer) understanding your business, it's essential and I would go so far as to say vital that you communicate the details about your business to these potential referrers in a way they can easily repeat. <br> Tell your referrers exactly what you're looking for in an ideal customer. I've found it helpful helpful to say something like, ‘I really need more people like you.' If they can understand why your business appeals to them personally, this can help them identify others who would be good prospects.  It's personal and you've planted the seed that they're the perfect customer or client.  You're playing to their ego and they will work much harder to prove you right.  You just created an advocate!<br> What’s in it for Them<br> WIIFT (What's in it for Them) is a great approach when you start working the referral angle.  Back in my retail electronic sales days that's what we called it.  You have to know and communicate to your customer the real benefit of helping you by referring business.<br> Do they get money off a service or earn points towards a future purchase?  That's of course up to you but people really get into earning prizes and the gamification of gathering referrals for a business they can believe in.  Have you ever gone into a retain store or someplace like that and as you're checking out they as you to join some program and pay $20 or more?  They usually follow up with you can earn “blah blah blah” you get it.  They lost you at $20!  <br> Why did they lose you? They never actually had your interest so you have no reason to even listen to them.  They asked before giving and before earning your trust.  Yes they have your money but that's not the goal.