Here are six questions to ask a customer that will almost certainly help to generate additional business. Six simple questions – they are short and direct and to the point so that there is now misunderstanding concerning what you want. These are the questions:-
1. What could my company do to earn more of your business?
2. Can you think of any other ways I can be of help to you?
3. What service could you have used that I have failed to offer you?
4. Do you have friends or associates that I may be able to help?
5. How, specifically, can I better serve your needs in future?
6. Are you aware of the full extent of our services?
As always when asking for additional business, check first that the customer is actually happy with your services: “ Can I ask, as you happy with the service we provide?”
You can integrate these questions in your sales and marketing process as part of your standard CRM (Customer Relationship Management) activity, as a recession marketing strategy.
Saturday 28 February 2009
Thursday 26 February 2009
Rapid Referrals 1, 2, 3
OK, so how do you ask for a referral? What is a simple 1, 2, 3, strategy to get referrals quickly, consistently and without embarrassment?
Here is one step-by-step process for getting referrals:-
1. Define your ideal customer: model an existing one that you have had for a while and it has proved profitable to service. Define the customer in terms of some practical parameters that might include: the type of business, company size, location, nature of the requirement for your products and services. Write this down (you’ll need it later). Then write down a short statement of what you do and the benefit you can deliver.
2. Think of existing customers and contacts that you can approach for a referral. The best approach to the referee is by phone or in person, rather than by e-mail. If you need encouragement, remember that people usually like to help, particularly if it costs them nothing!
3. When contacting the referee, in the opening stage, first establish that he/ she is happy with your service – there is no point in asking for a referral if they are not, of course. This is a good exercise in itself: it is valuable to ask this question directly periodically rather than just assume that ‘everything is ok’: more on this in later posts.
4. Then , the middle stage, just ask: along the lines of “I was wondering if you had any contacts that might be interested in using our services?” Or “”Do you know anyone else that I might be able to help in a similar way?” Give the referee time to consider this but not so long that there is an embarrassing silence.
5. In the closing stage of the conversation by explaining that you are looking at new business opportunities and thought it would be a good idea to talk to her/ him. Now ask if it would be OK if you send an e-mail briefly summarising what you do and with a contact link. This is when you send your pre-prepared statement. Why? Because it serves as a genuinely useful reminder to the referee, and is more personal than just sending a brochure, for example.
Now, here’s the clever part, you could also add: “If I come across people/ companies that could similarly use your services, would it be helpful if I sent them your details?” He or she might be the 1 in 100 people that reject your offer – otherwise ask them for a brief description of what they do (if you don’t know) and then offer to e-mail it to them for their comments and agreement. Why? Because this is a helpful thing to do, and introduces some reciprocity into the arrangement: I’ll scratch your back – and if you can, it would be nice if you scratched mine.
Here is an example of such a statement, with my additional comments in brackets, which would not appear in the final e-mail:-
“ Hi...
I help companies to spend less and grow more (the benefit) by developing new business from referrals and referral programmes (the service). I work with entrepreneurs in small and medium-sized enterprises (the target audience) in the South East of England (region), and also further afield. The referral programmes can be integrated within existing marketing programmes through workshops and delivered as training to sales and other staff (the deliverables). Further details are at http://referralweek.blogspot.com/ (the contact point)”.
Yours…“
Here is one step-by-step process for getting referrals:-
1. Define your ideal customer: model an existing one that you have had for a while and it has proved profitable to service. Define the customer in terms of some practical parameters that might include: the type of business, company size, location, nature of the requirement for your products and services. Write this down (you’ll need it later). Then write down a short statement of what you do and the benefit you can deliver.
2. Think of existing customers and contacts that you can approach for a referral. The best approach to the referee is by phone or in person, rather than by e-mail. If you need encouragement, remember that people usually like to help, particularly if it costs them nothing!
3. When contacting the referee, in the opening stage, first establish that he/ she is happy with your service – there is no point in asking for a referral if they are not, of course. This is a good exercise in itself: it is valuable to ask this question directly periodically rather than just assume that ‘everything is ok’: more on this in later posts.
4. Then , the middle stage, just ask: along the lines of “I was wondering if you had any contacts that might be interested in using our services?” Or “”Do you know anyone else that I might be able to help in a similar way?” Give the referee time to consider this but not so long that there is an embarrassing silence.
5. In the closing stage of the conversation by explaining that you are looking at new business opportunities and thought it would be a good idea to talk to her/ him. Now ask if it would be OK if you send an e-mail briefly summarising what you do and with a contact link. This is when you send your pre-prepared statement. Why? Because it serves as a genuinely useful reminder to the referee, and is more personal than just sending a brochure, for example.
Now, here’s the clever part, you could also add: “If I come across people/ companies that could similarly use your services, would it be helpful if I sent them your details?” He or she might be the 1 in 100 people that reject your offer – otherwise ask them for a brief description of what they do (if you don’t know) and then offer to e-mail it to them for their comments and agreement. Why? Because this is a helpful thing to do, and introduces some reciprocity into the arrangement: I’ll scratch your back – and if you can, it would be nice if you scratched mine.
Here is an example of such a statement, with my additional comments in brackets, which would not appear in the final e-mail:-
“ Hi...
I help companies to spend less and grow more (the benefit) by developing new business from referrals and referral programmes (the service). I work with entrepreneurs in small and medium-sized enterprises (the target audience) in the South East of England (region), and also further afield. The referral programmes can be integrated within existing marketing programmes through workshops and delivered as training to sales and other staff (the deliverables). Further details are at http://referralweek.blogspot.com/ (the contact point)”.
Yours…“
Wednesday 25 February 2009
How to generate new business by referrals
If you want more business - but you don’t want to spend money speculatively in the downturn - then a good referral programme is essential now. UK Companies need a recession marketing strategy that uses tried and tested methods to identify new opportunities for generating sales leads from introductions by customers, suppliers, partners and other contacts, consistently.
Probably the best leads come from referrals - people speaking to other people. Those who know you and have benefited from what you can do. You will almost certainly have benefited from this process at some stage if you are still in business today. So why rely on luck alone when you know that referrals can have a major effect for little or no cost?
National Referral Week is a coordinated response to the recession in the UK and the need to jump-start the process of growth by creating new business opportunities. Fast. Every business can participate and benefit and there is no charge in doing so. You can use the methods promoted here and also at www.makeareferralweek.com who originated the concept for this initiative in the USA.
You may have already tried your hand at developing referral business. Probably with mixed results. It was somewhat hit-and-miss affair perhaps because you did not know how to go about the process consistently. In fact, referrals to date were doubtless entirely random, arising unexpectedly from customers or other contacts talking to other people.
Certainly it is an ‘opportunistic’ process: amongst your range of contacts perhaps a small minority only will ever have a need for your services. They won’t have a need… then suddenly they will. It is critical therefore that your name is to the fore when that need arises. This means you must ask for referrals and ask regularly – or have a good strategy for consistently reminding customers what you do and that you would appreciate a referral.
So the key challenges for getting good referrals are these:-
1. How do you ask for a referral, to get the best results, and without embarrassment?
2. What do you say or do, what tools or other material do you need?
3. Whom do you contact and how? How often?
4. Can you ‘incentivise’ the process to improve results?
5. Is it just people you know – can you ask others too?
Note: a referral programme is not a substitute for marketing. Rather, it is an integral part of your overall sales and marketing process strategy – this is the sequence of activities required to identify markets for your services, then build positive awareness, generate sales leads, sell and then retain the customer. For further information: www.salesprocess.co.uk
Probably the best leads come from referrals - people speaking to other people. Those who know you and have benefited from what you can do. You will almost certainly have benefited from this process at some stage if you are still in business today. So why rely on luck alone when you know that referrals can have a major effect for little or no cost?
National Referral Week is a coordinated response to the recession in the UK and the need to jump-start the process of growth by creating new business opportunities. Fast. Every business can participate and benefit and there is no charge in doing so. You can use the methods promoted here and also at www.makeareferralweek.com who originated the concept for this initiative in the USA.
You may have already tried your hand at developing referral business. Probably with mixed results. It was somewhat hit-and-miss affair perhaps because you did not know how to go about the process consistently. In fact, referrals to date were doubtless entirely random, arising unexpectedly from customers or other contacts talking to other people.
Certainly it is an ‘opportunistic’ process: amongst your range of contacts perhaps a small minority only will ever have a need for your services. They won’t have a need… then suddenly they will. It is critical therefore that your name is to the fore when that need arises. This means you must ask for referrals and ask regularly – or have a good strategy for consistently reminding customers what you do and that you would appreciate a referral.
So the key challenges for getting good referrals are these:-
1. How do you ask for a referral, to get the best results, and without embarrassment?
2. What do you say or do, what tools or other material do you need?
3. Whom do you contact and how? How often?
4. Can you ‘incentivise’ the process to improve results?
5. Is it just people you know – can you ask others too?
Note: a referral programme is not a substitute for marketing. Rather, it is an integral part of your overall sales and marketing process strategy – this is the sequence of activities required to identify markets for your services, then build positive awareness, generate sales leads, sell and then retain the customer. For further information: www.salesprocess.co.uk
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