The Art of Getting Referrals
by Mike Daly - President, CSI Creative Solutions, Inc.

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Often, sales people push their business cards out to their customers, and ask that they pass them along to friends and family. That's not enough, and I will share with you why. Simply pushing your card out, and expecting them to give you a referral, has a lower chance of success, because the customer doesn't clearly understand what it is you want. In talking with friends and family before writing this article, all had been asked to provide referrals -- real estate, travel, chamber of commerce, etc. I asked how many had actually provided a referral, and I found that my hypothesis rang true. All of them shared with me that they wanted to provide referrals; however, they were uncomfortable handing over friends and family, for fear that something could go wrong. And, they did not really understand what kind of customer they were being asked to refer.

Here is a proven solution that I encourage you to try in order to obtain referrals. You will find that it will also strengthen the bonds with your current best customers, building the retention needed to grow any business.

Simply invite 10 or 15 of your best customers to a gathering, as a VIP Appreciation Event. This could be at a hotel, in a small room with coffee and pastries, a nice lunch or even a cocktail party in your own home. Purchase a gift/award -- something as recognition and appreciation for their business. The gift should be something that they would display on their desk or in their home. Perhaps you've seen those crystal-like awards. Have it inscribed to say thank you for their support. During your get together, recognize each of them with this gift.

Afterwards, share with them, in a casual presentation, your vision for growth as a business owner. For example, if you would like to have more honeymoons, or family travel or meetings and incentives, indicate exactly what it is you'd like their help with in order to gain the particular type of referral you want them to provide you. Share with them the types of travel you will be able to offer these referrals, with examples of how you confidently will deliver the best service and value for that referred client. They will be honored that you selected them to share this. You are providing them with the terminology and examples that they can in turn use when discussing you, how great you are, and what you can offer to this future referral.

How do I know this works? I've done the same numerous times in my career, and each time I received referrals that day for the type of customer I was looking for. Each time, I was struck again with the obvious. These customers felt appreciated. They really wanted to help me, and believed in me, and I gave them the tools by which they could. The beautiful award or gift you present doesn't have to be expensive. It should be something that they will be proud to display and will be a reminder that you asked them to help you. If you prefer not to have an appreciation event, as I have described, then simply take your best clients out to lunch. Share with them your vision and provide them the tools as we've already outlined.

The key to gaining referrals is to respectfully help people understand exactly what it is you're asking for. The art is to provide them with the confidence and the tools to get you the referrals you want.

Always enjoy the moments when you are thunderstruck by the obvious -- it's a wonderful feeling!

(Please feel free to write and provide your stories and solutions for success, or any questions, situations, or challenges you've had, that you'd like to see addressed here. Contact Mike at info@csicreativesolutions.com or visit www.csicreativesolutions.com and click "contact us."