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…“