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Before we get into the How’s of referrals, you need to become familiar with a couple tools to help you become incredibly efficient and effective with your referral system.
Your Referral Sheet
The first tool you’ll become intimately familiar with is what we call our referral sheet. A copy is included in the next section.
The Referral Sheet is simply an 8.5” by 11” page that is labeled “Thank You for your Business! It then has seven lines and a page footer that again says “Thank You!” You’ll need to make 50 to 100 copies of this sheet to insert into your territory book.
The Referral Sheet is used to collect and organize your referrals (we’ll cover more on this later.) But for now, make sure you’re familiar with this tool and make enough copies so you’ll be ready when we start or “Jump Start” exercise later.
Your Territory Book
If you don’t already have or use a territory book, that’s all going to change starting now! Even if you already use a database and day-timer, you’re going to need to purchase a three ring binder to help you keep your territory organized. The territory book will have 20 to 30 blank white pages inserted, at least 5 to 10 Referral Sheets, as well as any testimonials, flyers, etc. you use in your sale. We’ll cover more about your territory book later. But grab one now to get started!
Your Database
You’re going to need a database to keep your referrals and customer information organized. It’s not mandatory, but can help you immensely when your pipeline starts to fill. Our company uses an Access database. I’ve also used Outlook Express, and many companies use Goldmine, Act, or a customized database for their industry. You don’t have to set your database up immediately, but please start looking-in to setting one up. You can download trial versions of most popular databases to see which one is best for you!
Your Referral Incentive Plan
If your company doesn’t currently offer any type of referral incentive plan, then take it upon yourself to set one up! It doesn’t have to be expensive, but SOMETHING is better than NOTHING. Here are a few ideas from Most Expensive to Least Expensive:
1) Annual drawing for a vacation for two to a resort.
This one can be HUGE if your company is willing to start a program like this. In fact, when you’re talking about a program of this magnitude, you can then start having fun with mailers sent to your current customer base advertising the trip if the client is willing to email or mail back in a list of referrals. You can offer one entry for every referral sent. But imagine if your entire company could benefit from a $1500 trip given away once a year. Could you get HUNDREDS of referrals effortlessly? You bet!
2) $50 Gift Certificate
Offer a $50 Gift Certificate to any client if a referral becomes a new customer! You can have the $50 Certificate printed on the back of your business cards so that ANYONE you give a business card to can be a source of referrals!
3) $25 Lunch Certificate
Offer a $25 Lunch Certificate to a popular restaurant in the area for anyone who gives you a referral that becomes a customer. Again, print this offer on the back of your business cards or at the bottom of your Referral Sheet
4) Future discount on your products or services
Offer a 5%, 10% etc (whatever fits your industry) discount to anyone if one of their referrals becomes a client! Again, market this on your business cards or referral sheets!
5) Thank you notes
At a BARE minimum, purchase a stack of thank you notes and SEND immediately to anyone who gave you referrals! Especially if the referral became a client.
You may or may not have much of a budget to reward your referrals, and you can still make this system work for you even if you don’t offer anything. But people are people, and if you ‘throw them a bone’ for helping you, guess what- They’re going to help you with future referrals! Conversely, if you don’t do ANYTHING to thank your referral helpers, they probably won’t be as motivated to help you in the future!
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