Referrals, or word of mouth advertising, is absolutely the best form of advertising there is. You benefit by gaining a new client without having to overcome much resistance, without having to prove your credibility, and without much, if any, marketing cost.

Referrals have to be earned. And once you've earned it by providing outstanding service, you would think your clients would naturally tell their family, friends, and associates. But it very often doesn't happen. At least not without prompting. With that in mind, here are 5 ways to get more referrals:

Referral Generator #1 - Ask for them.

One of the greatest lessons you will ever learn is how to ask for what you want. Boldly. Without reservation, and immediately after receiving a compliment of how well you've done.

People really like to help those that do a good job for them, and it makes them feel good about themselves to be in a position to help out their friends and family. So make it easy for them to do. Tell them you would appreciate it if they could spread the word about your wonderful service. "Ask, and thou shalt receive."

Referral Generator #2 -Create or join a local or national referral network.

On the Internet there are a number of referral networks established, many of which are free. Pick one or two of these services and participate. For example, our very own free National Agent Referral Network boasts over 800 participating agents and brokers, and though on-line less than three months, has already generated thousands of dollars in referral fees. You can join FREE here: http://www.miraclemall.com/wreferral.htm

You should also make a deal with business owners you know both on-line and off. If you know they provide good, valuable services... offer to tell people about them every chance you get. And ask them to return the favor.

On the Internet, offer to exchange links. Locally, offer to include mention of their business in your monthly mailings in exchange for handing out your business cards, fliers, or special reports to every customer.

Referral Generator #3 - Create a referral rewards program.

The idea of offering a 'finder's fee' is very common in many industries, but it is frequently ignored in our business. It shouldn't be. Because one of the most ways you can gain good, solid referrals is by rewarding those who pass them along to you.

Make it known in your monthly newsletters, on you web site, and on our brochures that when someone sends you the name of a likely prospect who ends up doing business with you, there's something in it for them. Perhaps a couple of lottery tickets, a dinner-for-two, or a special plaque of recognition.

Remember: A behavior rewarded is a behavior repeated.

Referral Generator #4 - Use testimonials everywhere.

People do business with those they like, know, and trust. They also do business with those who "come recommended" to them as being worthy of their business.

Testimonials are the perfect way to spread the word that there are others who appreciate your work and are so confident in your services they are willing to put their names and reputations on the line to say so.

Put together a "booklet" of written testimonials. Create an audio tape of testimonials from happy buyers and another from happy sellers. Get pictures and testimonials and post them on your web site. Use testimonials everywhere and watch your "referral" business jump to the next level!

Referral Generator #5 - Hand out more business cards.

Take a close look at your business cards. Do they offer a compelling reason to contact you? They should.

Do they offer a pain free voice-mail number prospects can call to hear all about the services you offer and to hear the success stories of a number of your happy clients? They should.

Is the back side of your business card blank? It shouldn't be. You can turn your business card into a dynamic lead generation piece by simply printing a useable calendar on the back, or a sports menu, or perhaps a special offer of two.

Once redesigned, hand out at least TWO business cards to everyone you meet. If someone just told you how great a job you've done... hand them five! And tell them something like: "Well, I certainly appreciate the good word. Makes all that I do worthwhile. If you think you'd be doing your friends and family a favor, maybe you could pass these out the next time you meet them and throw in a good word for me."

Can't hurt, might help.

Published: November 15, 2000

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