Increasing Business BIGTIME with a Successful Referral System
What I've discovered from most of my small business clients is that most would prefer to build their Business through referrals rather than through direct mail, advertising in newspapers, radio, TV. However, most leave the referrals to a somewhat chaotic, unplanned approach. When they have a repeatable system of going after referrals their Business growth suddenly explodes. Let's look at something. Most of my clients find I emphasize the importance of having a measurable, repeatable, "system," a step-by-step plan that can be duplicated over and over and know EXACTLY how many new customers, or repeat customers, we will get every time we do it the same way. And, we also know, that if we tweak the system slightly how much improvement we got from the last time. In other words, we are in control and know what to expect. We even know exactly how many customers we'll grow from week to week. On one hand we know how many new clients walk through the door when we market through direct mail, or when we advertise in the newspaper. And on the other we should know how many people we'll get from asking for referrals. And I've found that my sales close ratio is even higher when I have a referral, sometimes almost 2 times higher, so having a "system" for getting referrals rather than leaving it to chance is one of the greatest things you can do for your Business. Here is a way for you to develop a system of highly effective referrals. First, ask yourself, To answer the first question, if they haven't answered this question before, and most haven't, I usually start my clients at somewhere around 15% of their gross profit for the product they are selling, but that isn't cast in stone. How much CAN you pay is a very critical question. Even though 15% of gross profit is a good start, since this is only 15% of my profit margin I COULD go a lot higher. And, under some circumstances I will. But, of course this is still considering only the one-time purchase. You are likely to find that you actually could spend more to acquire a customer that is likely to come back weekly or monthly for the next 3-4 years. So, you might be willing to pay more to acquire a customer than that customer would generate in his next purchase. That all depends on your system of generating repeat customers and how reliable that is. Do you have such a system? Don't forget, you will have to track the results so that your referral partners are properly compensated. You'll find that once they've seen some results they'll probably refer even more. These two figures set the lower and upper limits for any marketing system whether it is direct mail or the referral system that follows. System #1, target your existing customers-Send a postcard to all of your existing clients, telling them, "We appreciate you and your Business. To thank you we are offering 10% [you decide on the percentage here that works for you] off of your next visit for referrals you make to us when that referral becomes a new client. You could actually have our services for FREE for referring 10 people that buy from us." NOTE: I will occasionally go up to 25% or even 50% with a special thank you-and the referrals go through the roof!! Why would I be willing to spend THAT much to acquire a customer? Because I expect that customer to become a repeat customer and buy a considerable amount over time. You can also change the offer to be cash. "We'll pay you $__ [fill in the blank] for every new customer you g |
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