2 Maximize, Inc.

Everyone loves referral business for two reasons. One: because they are typically pre-qualified. Two: they are usually free leads. But there is a fundamental flaw in the way most businesses go about getting referrals which usually equates into them rarely getting one. If we’re honest with ourselves, we’d have to admit that most businesses do not receive many referrals because they flat don’t deserve them.

The first thing you should be doing NOW to earn referrals in the FUTURE is working on yourself and your business so that you are referable. What I mean by that is do you do what you are supposed to do for your clients? If you said yes, then just be happy you got paid because you got what you deserved and nothing more…just like your client got. But, if you said you go above and beyond for your clients then you are working in the right direction.

Being referable is a combination of several things and no one is more important than the other for the average person is only willing to refer someone that they LIKE and RESPECT.

You get people to like you simply by being likable and genuine with everyone you interact with. You gain people’s respect by doing what you said you would, resolving all conflicts in a manner that is perceived as fair by everyone (this is usually the hardest part..the perceived part that is) and treating people with sincere honesty. I’ve never believed insincere or fake people have long term success, sure some people do succeed, but just look at the recent Elliot Spitzer debacle, how many people are standing up for him? Insincere or selfish people do not garner loyalty from others. And referral marketing is all about loyalty.

You must turn your clients into cheerleaders for you and your services if you expect to see more than a paltry referral or two come your way. You do that by exceeding their expectations and giving them what they want AND a little bit more.

The biggest drawback of referrals is that you have no control over when you get them. The old saying: when it rains it pours is a good example of most business’ referral marketing. The problem is, you cannot afford to calculate future growth of your company based upon the goodwill of past clients to give you referrals. So what do you do?

You develop a Referral Marketing System and you stick to it and consistently implement it with every client. One of the biggest reasons people don’t give referrals out is when they are asked for one they simply draw a blank. They genuinely can’t think of anyone off the top of their head. Unfortunately as they’re driving home they have the “ah ha” moment and remember you…too little, too late. It is YOUR job to arm your clients with the tools to readily give your name to anyone that ever asks and you can only do that by consistently staying in front of them with a Referral Marketing Campaign.

Remember, lazy businesses don’t get referrals, they just get paid for the service they performed. What are you doing to exceed your client’s expectations?

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