Sales & Marketing Authority, Bestselling Author & Business Motivational Speaker

Cross referrals between two professionals is a solid way to build a larger client base.  Often solicitors will recommend financial planners and financial planners will recommend bankers and so on.  This model for expansion works because each professional maintains their own client base, and also encourages cross referrals, which actually help improve their reputation.  For example, if one of your clients asks you to recommend a business professional, and you provide them with an excellent referral, then their trust in your ability increases.  LinkedIn is the best way to build a cross referral network online.

Using LinkedIn

LinkedIn is the social media site for the networking professional.  The site focuses on recruiting only professionals, and only those that are looking to build additional business connections.  On LinkedIn you build a network of different providers that you can go to for different things.  Building a broad network that can allow you to help anyone that asks for a referral can be difficult, but it is worth the challenge.

How Network Building Works

The first step to building a big network of disparate professionals is to ask everyone you know to join.  Instead of simply pulling from your email address, contact anyone with which you do business and ask them to join your group of affiliate clients.  Many will do so as long as you include a brief reminder about how or where the two of you met.  By continuing to pursue new additions to your network and asking others to mention your name, you will gradually expand your existing network.  Do not rush this process, quality connections are worth much more than quantity. Once you have an expansive network, it is time to start leveraging it to bring in more clients.

How Cross Referrals make you Money

In the business world, what goes around definitely comes back around.  Cross referrals work, because the more people you refer to others, the more likely you are to be their go to guy for your services.  For example, if you offer bookkeeping services and recommend the same firm for legal advice to everyone that asks, with the request that they mention your name, eventually, the firm will do the same for you.  After all, if you bring them a lot of business and they do not return the favour, you will simply start recommending a firm that will.  Of course, you will need to be cautious and ensure that any company you refer offers excellent service, because in a way your recommendation is then tied to your reputation.  Only refer the best, to keep people coming back for advice time after time.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Big marketing campaigns can get the word out about your company and bring in new customers.  However, bringing in new people is only one part of the successful selling equation.  While it is important to bring in new people, one of the best things you can do for your company is to focus on existing customers, and ensuring that every person who walks into your business feels like a king or queen.  Excellent customer service is the best way to expand your business.  Satisfied customers spread the word about your business, and you can gain regular increases in customers through only word of mouth advertising.  Treating your customers well is the basis for gaining customer recommendations.  Below are some things to remember as you work to establish your business as a leader in customer service.

1. Never Make Customers Feel Like an Imposition.  Most customer complaints rarely have anything to do with actual products, but instead have to do with poor customer service.  One thing that often happens in day to day business operations is confusion as to which tasks should be taken care of first.  Employees may wish to finish up a task that they are in the middle of before helping a customer.  Not only does this make the customer feel undervalued, but it shows a problem with the basic thought behind your employee focus.  After all, without customers you have no business.  Employees should be willing to drop everything immediately to take care of customers.  No customer should ever feel like they are interrupting something.
2. Give your Employees the Necessary Cross Training.  One of the most disappointing things for a customer is to have to wait and deal with several different sales people without getting a resolution.  Sales personnel should be cross trained in every aspect of your business, so customers don’t have to wait for answers.
3. Give your Employees Latitude.  It is rare for a customer service issue to fit neatly into a predetermined box.  In most cases, employees need to take creative measures to provide full satisfaction.  If you have strict policies in place that limit their ability to serve customers, you create a situation of helplessness and poor customer service.  Once an employee has exhausted the pre-approved service options they cannot do anything else, allowing for growing tension and ultimately, a negative view of your company.

Satisfied customers spread the word about how great your company really is, but dissatisfied customers also spread the word.  Make sure that your customers are actually a positive aspect of your business to create sustainable revenue.  For more information about word of mouth marketing, check out Andy Sernovitz’s Manifesto.  He goes into much greater detail and gives some wonderful suggestions.

Happy marketing!

Sean

Sean McPheat

Marketing Consultant – Sales Expert - Motivational Speaker

Earning referrals can be difficult. It’s tough to approach people and ask them to market your product or services for you – which, in essence, is exactly what want people to do when you ask them to make a referral.

One of the problems I find, especially amongst new salespersons, is that most people have a “canned” idea of how they want their networking conversations and referral meetings to go.

What a nightmare.

If no two people are alike, why would your approach to referrals and networking be the same from person to person? It shouldn’t be. You need to begin learning how to “shapeshift,” or adapt your personality to the person you’re speaking to.

You may be a fun-loving guy in the office, but what if Joe Smith is a strict “business only” type of guy on a tight schedule? Are you going to waste his time with a joke before you get to your point or will you simply thank him for fitting you into his busy schedule, make your pitch, and move on? My guess would be the latter. If you simply can’t adapt to a situation you may want to consider working with a marketing partner with a slightly different personality – that way you can work together in difficult situations.

The best way to customize your strategy is to learn about your prospect before you get together. Check his company website, learn about him as an individual person, and find out what time of day is best to reach him. The more amenable you are to his needs the more likely he’ll be to listen to the things you have to say.

Oh, and if you think customizing your referral strategy to gain prospects is a smart move – try this: customize the way you reach out to your prospects as well. They’re all individual and unique people, too!

Have a great weekend!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker

Here’s hoping you had a wonderful weekend and are ready to get back to marketing full-force. This morning I want to give you a few more tips for actively seeking referrals. Hopefully you’ll find them helpful and, eventually, will see the number of outside referrals you receive from friends and networks coming in faster than you can contact them!

Communicate with Your Referral Sources

Coworkers and businessess partners may give you referrals, but you shouldn’t just take them and run. Make sure you get in touch with your referral source later on down the line and let him know the outcome of your contact. Those who give you referrals want to know that you aren’t wasting their time. Why should someone giveyou a referral if you aren’t going to bother making contact? They’ll also want to know if the person they referred you to was cordial, open to suggestion, or purchased your product.

Thank Your Referral Sources

Saying “thank-you” is one thing, but sending a card, gift, or taking someone to lunch will actually show how thankful you really are. Referral sources that feel as though they are appreciated are much more likely to remain referral sources. Failure to acknowledge their help, even if the referral didn’t work out for you, will only discourage future referrals from that source.

Ask Your Family and Friends for Referrals

This strategy will only work if you haven’t already alienated your family by having them participate in numerous failed ventures, but usually your family and friends are the best source for referrals when starting a new campaign. Let them get a sneak peak of your new product, offer them a special discount, and then ask them to fork over the names and phone numbers of friends they know who could use your product (or, ask them to give out your business card).

Building a list of referrals (and referrers) is not difficult but will take time. Don’t be discouraged if you don’t see results from your referral efforts right away. Not everyone will need your services at the same time. You might be surprised when someone you met six month ago comes knocking on your door!

Sean

Sales Expert - Marketing Consultant – Motivational Speaker