Investing in Relationships to Drive Referrals
Attracting new clients through customer referrals is one of the most efficient ways to grow your business –– according to the Neilsen group, 84% of people trust recommendations from people they know and have an ongoing relationship with. Chances are, you like the clients you already have. You’ve spent time and energy gaining their trust which is paramount for a rewarding, mutually beneficial relationship. Incentivizing, or even simply asking, current clients for business referrals is a powerful form of word of mouth marketing. When you gain new referrals, the first seeds of trust have already been planted, saving you valuable resources. Here are some of the most important ways to encourage referrals—and business growth!
Phenomenal service. This may seem like an obvious first step, but in today’s market, there are a myriad of options for clients to choose from. Your service sets you apart: make it personalized, compassionate and sincere. Authentic customer service hinges on a foundation of trust and reliability.
Say it with a signature. Sometimes clients don’t even know you’re interested in client referrals! Make sure to display this information in easily-seen places like email signatures, social media, invoices and newsletters –– you can even add it to the landing page of your website. Basically, anywhere clients are certain to spot it. When you begin working with a new client, always ask how they found out about your business and track these responses.
Incentivize it. Consider making referrals even sweeter with a personal touch. Whether it’s offering clients a discounted membership, complimentary services or a gift card, further incentivizing referrals boosts your customer service and may generate more leads.
Testimonials. The personal relationships you’re building with your clients take time, so make sure to showcase these success stories on your website and social media. Better yet, encourage your clients to share their experiences through their respective social media channels. Make it easy and templatize or incentivize their sharing.
Give a referral, get a referral. Attract potential clients by referring current ones to other companies you trust and ask those companies to return the favor. Have transparent conversations with fellow businesses and find opportunities to partner, not compete, on gaining more leads.
Timing is everything. Make sure to bring up referrals at the opportune time: when the customer is most satisfied. After a big win, use the opportunity to acknowledge how much you appreciate their support, how excited you are to be making progress and inquire whether they have friends or colleagues that need support in similar areas. You can also use certain holidays to further promote referral programs.
Referrals remove the guesswork and give you a head start on building valuable client relationships. Investing in your loyal customers with exceptional service is the first step, so chances are, you’re already on your way.