Reprographics + Referrals = More Sales
By Ed Avis
Nancy Knight knows how valuable referrals can be. Knight, a sales consultant for Buster’s Reprographics in Atlanta, says referrals from one client – a restaurant chain – have led to a constant stream of new work.
“In the past two years, I have grown the account from just working on the blueprints, to working with several other departments including Marketing/Design Groups and many other internal groups and outside contractors,” Knight says. “The high end printing and signage work [from those referrals] has surpassed the blueprint work.”
But here’s the key: Knight doesn’t just hope her customers refer others to Buster’s, she actively pursues referrals. She mails thank-you notes to each new customer, and has created a “report card” that allows customers to consider how much they appreciate Buster’s and introduces them to other services the firm offers. While the “report card” doesn’t explicitly ask for referrals, Knight feels the form lays the foundation for referrals.
“I do ask for referrals…Referrals are the best compliment you can get from a customer in my book,” she says.
Four Reasons Referrals are Your Best Leads
Everyone knows referrals are nice to have, but here are four reasons they are the best possible leads:
1) Establishing trust is key to sales, and when someone refers you, trust is pre-established.
2) Referrals let you bypass the gatekeeper on sales calls.
3) Referrals let you focus on sales calls that really matter, rather than spending time cold-calling.
4) Referrals convert to customers way faster and way more often than regular prospects.
Six Strategies for Getting Referrals
Referrals sometimes just happen by themselves, and that’s fantastic. But you can prime the pump with these six strategies:
1) Identify your best customers and occasionally ask them for referrals. Don’t just ask for names – ask for a bona fide introduction. That’s by far the best kind of referral.
2) Plant the idea of referrals by explicitly asking for them on your invoices or other communications with established customers. Even a polite sign on your counter or your website reinforces the idea: “We consider referrals to be the kindest compliment.”
3) Remember that good karma circles back to you, so refer your suppliers whenever appropriate. If you are happy with the service your CPA gives you, refer her firm to someone the next time the topic comes up. She may do the same for you.
4) Lay the foundation. Obviously, good referrals depend on doing good work, so high quality must be a given. But take it a step further by sending a “report card” or thank you note, as Knight at Buster’s does. This helps establish your firm in your clients’ minds as an important supplier, rather than just some firm in the background.
5) Consider rewarding referrers. Depending on the culture, sometimes referrals that turn into business are rewarded with cash or discounts on future work. But even if that doesn’t seem appropriate in your relationship – and often it’s not – remember to thank your clients for every referral they provide, even those that don’t turn into work.
6) Don’t let social media define your referrals. In today’s world, social media seems to be at the top of everyone’s marketing strategy. But real, human, face-to-face referrals are much more effective than a LinkedIn “endorsement” or a Facebook “Like.” Those are a dime a dozen; real referrals are rare and valuable.
Now, practicing what I preached, did you find this story useful? Then please tell others to read it! And do you have any other referral tips to share with fellow IRgA members? If so, please pass them on in the comments below.