Does Your Business Qualify for Word of Mouth Referrals?

Take a look in the mirror and ask the following questions;

“Why should people do business with me or refer me or my company?”

In other words, how do prospects, customers or contacts view you as a person or your company or your staff? Do they feel comfortable and perhaps even eager to become a customer or make referrals to you?

Why should people do business with you and not your competition? What sets you and your company apart from your competitors and what’s in it for people to do business with you and refer your company?

Be honest and super critical about yourself and your business. Give yourself a “Business or Referral Rating”, how would you score? Discuss this regularly with all your staff.

To maximise your business or referral rating you should consider rating yourself in two categories i.e.:

Personal rating (you and your staff) and Your Business rating (the quality, benefits and value of all you provide). The following 28 “referral qualities” listed are some of the many that should be taken into consideration.

Personal Rating

1. First Impression – Most people form lasting judgments during the first just the first 10 or 20 seconds of contact.

2. Relationship Developing – Long-term, positive relationships with customers set the groundwork for future referrals.

3. Trust, Credibility, Integrity, Reliability, Reputation – These are qualities your customers must see in you. They will only see them if you truly have them!

4. Availability - A customer calling with an urgent need who gets fast help is a very happy customer

5. Quick Problem Solvers and Issue Handlers – Customers put an extremely high value on business people who can solve problems quickly, easily and to their satisfaction.

6. Successful Background – Having a well documented and proven history and background will maximise your credibility.

7. Who You Know – The old saying “It’s not what you know, but who you know” is so true and being well connected will add great value to you personally and your “referral qualification”.

8. Accreditation and Qualifications – Any accreditation and special qualifications, will gain you greater respect and credibility.

9. Other Important Personal Referral Attributes: Your “people skills”, being a good listener, quick to reply, appreciation, helping good causes etc.


Business and Referral Qualities

10. Quality of Products and Service – The quality of your product and service is a direct reflection on you. No matter if people like you, they won’t keep coming back or make referrals if they just don’t like your product or service.

11. Customer Service – How you and ALL your staff always treat and serve your customers is THE most important contribution in gaining sales, customer satisfaction and referrals.

12. Price and Value for Money – Competitive prices can be important in getting referrals, but perceived value for money gets more referrals.

13. Having an Official Customer Care Policy – Having an official customer care policy informs customers you are totally focused on them and their needs.

14. Communication With Customers – Continuous customer contact is absolute key through a good un-intrusive professional “customer communication programme”.

15. Treating Customers – Treat your customers even better than you would like to be treated.

16. Perceived Customer Benefits: What “extra” benefits do you provide?

17. The Value You Give; Value is your most important benefit to present to your customer who must clearly be able to perceive this value for themselves.

18. Customer Complaints Policy – A official Customer Complaints Policy shows your customers that you wish to resolve any of their issues quickly and to their satisfaction.

19. Show Appreciation: Go the extra mile by making customers feel appreciated, both their business and especially for any referrals given.

20. Offer a Customer Guarantee: A guarantee shows you stand 100% behind what you sell, reduces customer resistance to buy and increases buying confidence.

21. A Customer Charter: Having a customer charter informs customers that you are totally focused on them.

22. An Official Referral Policy - An official declaration that you broadcast that you operate an official “reciprocal referral programme”.

23. A Customer Referral Reward Policy – An open policy that you promote stating the rewards given for any successful referrals provided.

24. Customer Testimonials and Case Studies – Testimonials and case studies from highly satisfied customers and contacts are the very best form of endorsement and credibility for your business and the benefits you provide.

25. Having a “Give to Get Policy” – You willing give some free information or item from your business, which would be of some benefit to others. .

26. Niche Marketing – Present yourself as a top expert in your niche market place, rather than an expert in all markets.

27. Customer Loyalty Programme – A good customer loyalty programme will add greater benefit and value to customers and will encourage more referrals.

28. Customer Hospitality – When done properly, customer hospitality is a powerful relationship strategy, which will increase customer appreciation and referrals.

In Conclusion: In a tough and competitive marketplace, the difference between you and your competitors can be just having one more “business and referral qualities” as listed previously. The more “qualities” you have the greater number of referrals and success you will receive.


Referral Marketing Calculator: To see how much potential referral business you can gain through having a referral marketing programme go to http://www.goldnetreferralmarketing.co.uk/calculator.php

Author: Vince Golder, Managing Director, Goldnet Referral Marketing Ltd.
Tel: 07799 34 8642 email: vince@goldnetreferralmarketing.co.uk

For details of Vince’s new ebook “The Power of Referral Marketing” go to www.goldnetreferralmarketing.co.uk