One of the few complaints I hear from small business owners
when it comes to generating business or leads by way of
referral is that too many of the referrals they are offered
aren’t a fit for the business. The referrals are either
unqualified, don’t need the firm’s offerings, can’t afford
the product or just don’t fit the typical profile of an
ideal client for the receiving firm.
If this is your referral reality, then you know that
chasing leads that don’t fit your target client can be a
grand waste of everyone’s time and energy. The primary
reason for this affliction though is that most small
business owners and independent professionals don’t take
the time to educate their referral sources.
The typical referral request may go something like, “Know
anybody that needs what we do?” “Okay, I know lots of
people, here you go. Have at it!”
The solution to this is really quite simple. I’ve created a
tool I call the Perfect Introduction, as part of my
Referral Flood program. The Perfect Introduction is a
document (although is can take many forms including a web
page) that contains answers to the following questions:
How would know if I spotted your ideal client?
Describe, in great detail, the type of clients you work
best with. This step will help assure that you get highly
qualified leads and make it easier for your lead source to
think of prospects that fit a narrow description.
What would I say to best position your business?
Give your referral source the exact words you would like
them to use when introducing your products and services to
prospective referrals. Give them a simple, memorable way to
explain the benefits you have to offer. Remember, many of
your best referral sources may not be actual clients who
can talk eloquently about your brilliance, give them your
core marketing message so that the expectation they set
remains consistent.
How can you add value to my relationship with a referred
lead?
This is a multi-answer question. Show your prospective
referral source what you do to make them look good and
outline any offer you might have cooked up to reward and
motivate your referral sources. By the way, money isn’t
always the best referral motivator. Showing appreciation,
helping referral sources meet their goals, and making
referral sources look good are all powerful motivators.
What do you do with the leads you receive by way of
referral?
Outline the exact steps you take when you receive a name or
introduction. This step allow the referral source to get
comfortable with your marketing process. Everyone has some
fear that the referred party may abuse the relationship by
hard selling or calling every night at dinner time. Put
these fears to rest by outlining your very educational
approach. (That is your approach, right?)
Now that you have your Perfect Introduction document in
hand you can go out there and confidently let the world
know that you are someone they can feel great about
referring.
Another very powerful aspect of this tool is that often,
even if you don’t realize it, you are in competition with
others who are seeking referrals. CPAs, for instance, are
heavily targeted by service professionals seeking
referrals. With your referral process outlined in a very
professional manner, you will stand out in the referral
competition for some of the best potential referral sources.
And Now a Powerful Twist
Once you have created your Perfect Introduction, you should
also consider using this tool to open doors with potential
referral sources. Send a letter to 100 targeted referral
sources with a copy of your Perfect Introduction and a
blank Perfect Introduction form. Inform the recipient that
you have clients and prospects that you believe could
benefit from their products and services. Ask them to
complete the enclosed Perfect Introduction form (using
yours as an example) and send it back to you as soon as
possible. Do this and you will find new referral marketing
doors swinging wide open for you. In addition, you will be
better prepared to give referrals to your clients and
prospects, kicking the referral cycle into even higher
gear..
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John Jantsch is a veteran marketing coach, award winning
blogger and author of Duct Tape Marketing: The World’s Most
Practical Small Business Marketing Guide. You can find more
information by visiting http://www.ducttapemarketing.com .
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