Triggering a Referral

What do you say to your customers when you’re asking for a referral? For instance, if you’re a writer, do you ask clients to pass along your name when they hear someone is looking for a writer? Or do you ask them to mention you during the following situations: a friend is having trouble getting the right content on their company’s home page or sales landing page; a colleague needs a sales brochure, letter, business or marketing plan, or press release; or a family member needs a resume.

John Jantsch at Duct Tape Marketing recommends that you develop a list of “‘trigger’ phrases that experience tells you are the exact words your prospects utter when they need what you’ve got.” And it’s true that we tend to use generic terms when asking for referrals, when it’s the specific situation examples that trigger someone’s memory. He gives examples using accounting software:

For example, if you sell accounting software, it’s rare that a prospect might walk up to a golf buddy and say, I sure wish I had some better accounting software.

But, he might says – “I have no idea how healthy my business is because we never have timely data”, or,”I feel like I’m being help hostage by my accounting firm,” or “we keep everything on spreadsheets and it’s a real hassle to update.”

In many cases these folks don’t have any idea that your accounting software is the answer, but you do, so these utterances are your invitation to save the day.

There are a variety of ways to use this. You should constantly be on the lookout for situations and phrases that could trigger a referral. If you have sales people, get them in on the act, asking what problems they hear customers mention. Jantsch also recommends asking your customers about the value you give them so you can use that to come up with phrases as well. I can already think of ways this would apply to my writing business, since there are so many types of writing to be done.

Referral incentives can be a great tool, too. My hairdresser offered a free cut and style if I referred three customers. My vet offered a free checkup if I gave her referral card to friends and they used it when they made an appointment. Coupons or discount codes are good idea as well.

Do you have a list of trigger phrases? Do they work for you? What incentives do you offer your customers in order to encourage referrals? Do you coach them on how to recognize a referral opportunity?

Image: lumaxart under CC: attribution/ share-alike