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Why People Give Referrals

New studies demonstrate the benefits of are communicating a mixed or confusing
referral marketing. In his book The New message that might undermine your
Art and Science of Referral Marketing, credibility and professionalism. Perhaps
Scott Degraffenreid explains how the use a focus group to give you objective
science of social network analysis has feedback.
been used to help companies effectively Steps to Create Your Referral Marketing
utilize referral marketing. Plan
Recent advances in mathematics made A Key Component
possible by new computer technology now Your services or products must be top
enable experts to precisely quantify the notch. In today's competitive
impact of referrals. In his book, marketplace, simply meeting your clients'
Degraffenreid describes a research study expectations isn't enough. Aim to exceed
on physicians' referral patterns for a expectations -- underpromise and
pharmaceutical company. In this example, overdeliver.
millions of dollars had been spent Remember: the person referring you is
marketing certain drugs, with very slow putting his or her reputation is on the
market penetration due to few peer line. They must have confidence in you!
endorsements, while others with minimal Who will refer you?
marketing exposure sold well because of • Happy, satisfied clients who already
high referral incidence, making them far know, understand and appreciate what you
more profitable. By testing behaviors in offer.
several different ways, results showed • Businesses that sell to the same
that the primary reason we make referrals target market.
is to enhance our standing with the • Friends and family are often eager to
people we refer. We want to look good! help. If someone asks what he or she can
He explains that because we're bombarded do to help your business, don't waste the
daily with so many marketing messages, opportunity. Be ready to tell them how.
our brains have developed methods to Ask for referrals! If you don't ask,
filter these out. This, combined with people may assume that you have all the
rising costs, makes 'traditional media' a clients you can handle.
less effective way to communicate your Make a list of those you can ask for
message. People are the new media! referrals, and keep in touch with them
Referral marketing is a viable, regularly to maintain top-of-the-mind
cost-effective alternative. awareness.
The Benefits of Referral Marketing Make it Easy to Refer Your Services or
• Consumers today have developed Products
cynicism and distrust of advertising Educate and equip potential referrers
messages. When considering a purchase, with the tools they need. Keep it clear
we're now much more likely to ask a and simple. If telling someone about your
trusted friend or acquaintance for a services seems complicated, and there is
recommendation. a possibility they might appear foolish,
• We listen to those we know and trust. they probably won't refer you.
When a friend of theirs has referred a Be crystal clear about:
potential client to you, a level of • Who your "ideal client" is
credibility and trust has already been • The benefits and value of your
established. They are more open to hear product or service
what you have to say. • How to contact you
• Most likely, the person referring Follow up on referrals promptly,
someone has already described your expressing your sincere thanks. If
service or product and you need to spend appropriate, include a gift as a token of
less time and energy educating them on appreciation. Always keep your referrer
the value you offer. These leads in the loop. Let him or her know what's
generally turn into sales much more happening, even if it's nothing and
quickly. you're still playing phone tag.
• Referral marketing is more Create a form to track referral leads and
profitable. To generate a steady stream measure the results and corresponding
of referrals will take effort but may costs.
cost little or nothing at all. It takes time and thought to actively
When a company's printed materials, seek out and educate potential referrers,
website and signage send a consistent to help them look good by referring you,
message with similar text, graphics and but the results can prove well worth the
colors, it conveys a solid, professional effort. Put your plan in place now,
image. It provides the level of comfort a follow it faithfully and take advantage
potential client may need to do business of this profitable marketing method!
with that company. Check to see if you




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