There’s so much hoopla these days about using the social media to build your business. I’m not averse to the idea, but I am a greater believer in word of mouth. Specifically, referrals—not leads, though they’re good, too.
Bill Cates, who contributes to Rain Today, has, in my opinion, posted a classic piece about how to generate referrals. His techniques generally won’t make you feel squirmy, even if you’re a card-carrying introvert (as I am).
Mr. Cates finds “planting seeds” a great way to get referrals, rather than asking outright. His top 5 tips:
1. Celebrate ‒ Tell Ms. X how great it is that Mr. Y referred you to her. It makes everyone feel more feels comfortable, and it frees you up to deliver great value rather than chase business. Of course, if you do a great job, Ms. X will likely be glad to refer you on.
2. “Don’t keep me a secret” ‒ I’m more comfortable just saying this to a client, but some people include it in their email signature line. To me, that’s a lot like those signs outside a business that say “We’re sincerely grateful for your business. Please come again.” I’d rather hear that message in person.
3. “I’m never too busy” ‒ Just make sure you pre-qualify the kind of business you’re “never too busy” to handle. Otherwise, you will hear from tire-kickers and time-wasters.
4. “How I handle introductions” ‒ Plant a seed and ease concerns around making a referral by explaining your MO. You can enlist a potential referrer in this effort by asking her to pave the way for you by contacting a potential referee in advance. That way, no one’s surprised, which can be a big hurdle.
5. Model best practices ‒ Prepare the way. Don’t just provide a name and phone number. If you do it right, those you refer and those who receive your referrals will know how to refer you.
I reiterate: word of mouth is truly powerful, particularly in an age when we’re all out promoting our wonderfulness to people we’ve “friended” but barely know.
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