How to Get More Referrals?

If you've been in business for a while, you've learned to
appreciate the value of word-of-mouth advertising. It costs
nothing and brings in high quality prospects, already sold on
your product or service.

Aaah, if only it could happen more often...

It can. With a little planning and a slightly different focus
in your marketing efforts, you can develop a steady stream of
predictable referrals, week after week, month after month. But
first let's understand the difference between two different
types of referrals.

You see, one of them just happens. The other is orchestrated.
Although subtle, the difference is dramatic.

Let's start with the basics first. Where do referrals come from?
From satisfied customers, of course! Or, better said, from those
customers whose expectations we exceed. Yes, but what are they
satisfied with? Heck, that is precisely what you have to figure
out.

You have to realize that every business transaction consists of
two parts. One is the product/service. Your customers evaluate
quality, features, benefits, price, and how this all compares
with your competition.

The second part is the experience. Customers will evaluate how
easy, how fast, convenient, satisfying and how *pleasurable* the
total experience of doing business with you is for them.

Do you know any businesses that deliver an inferior product,
yet are able to survive...maybe even do remarkably well? Chances
are that what's lost in the quality of product is somehow
compensated in the quality of experience. And I'm sure you
know some businesses -- maybe even yours-- which deliver superb
quality products or service, but somehow are not able to attract
as many customers as they could. Quite possibly, the process of
buying needs some work.

Imagine what would happen if everyone doing business with you
felt compelled to talk to others about your business! To make
that happen you'll need a system that delivers...and delivers
consistently. For starters, find out how you are doing in the
area of quality. Develop a simple survey to measure both, your
product and customer's
experience. Rate different aspects of them on a scale:

1 - for good,
2 - for excellent
3 - for exceeding expectation

And make sure that you provide space for comments and examples
so you know what specifically needs improving. Then ask your
customers for evaluation.

To get ongoing referrals you can bank on instead of the
occasional lead generated by worth-of-mouth advertising, you
need to score consistently "3" in both: product/service and
experience.

Don't fret if your first surveys come back with lackluster
results. They're sure to point to some areas that need
improvement. Make the improvements, then ask your customers
for their feedback again. You can try another survey, or better
yet a small focus group.

Most likely, your customers will jump at the opportunity to
provide you with feedback - they will easily recognize and
appreciate your efforts and that counts a lot.

From now on you will be on the roll and to get you started on
building your business through referrals.. Good luck!

Copyright c 1999 Wanda Loskot

Wanda Loskot is professional speaker and business coach for small
business owners and self-employed professionals who LOVE what they
do - but HATE selling. For a cornucopia of free business strategies,
marketing tips, teleclasses and other valuable resources visit
Wanda's Success Connection at http://loska.com