The best type of referral is that which finds its way to your doorstep after being screened and prepped by an existing customer. Isn’t it every businesses’ dream to have their phones constantly ringing with prospects verbally nodding yes? If the phone isn’t ringing off the hook the problem may not be that you’re not getting referred - but that the referrals have become lost in transmission. Therefore, as a business, the responsibility ultimately rests on you to make it as easy as possible for your referred customers to contact you.
Referrals emerge from conversation between friends and family. They happen at birthday parties, in parks, coffee shops, ... well, anywhere people talk (perhaps not so much in libraries). After a recommendation for a product or service is made there is a period of time before the prospect will contact the business. After all, people decide to perform business on their own time. This is where many referrals die. There are a couple easy things that you can do to prevent missed opportunities.
Collect email addresses
Regardless of what you sell, you should treat your customers as if they are yours for the long haul. Like any continued service, communication is paramount. But for some reason even today most businesses are not proactive in collecting email addresses. It is the best way to reach your customers for ongoing communication, conduct brief surveys, collect testimonials, and so on. It will give you a direct link to your customers and allow you to perform this next step that simplifies the referral process.
Send an informative introductory email
Immediately after you make a sale or acquire a new customer, send them an introductory email. The content should have the following elements:
Briefly thank them for their business and let them know you appreciate them
List some of the main services and products you offer
Provide a link to your website with additional information regarding your business
Include a phone number and email address and encourage them to call
Encourage them to forward the email to others that are interested in learning more
Recommend that they don’t delete the email so they can reference it later
Make sure that the email is from you - so that if replied to you will be able to respond
Having this content residing in customer’s inbox will make it easy for your customers to pick up their smartphone and forward to those they refer to you. It provides all the basics on your products and services, links for those that like to dig deeper, and contact information to find you. What’s more, after it is forwarded it will be conveniently sitting in the prospect’s inbox as a reminder the next day when they are in purchasing mode. So, quit playing broken telephone with your prospects and start capturing some more referral business!