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