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In this episode, we will be going over the four biggest mistakes that are killing your referral engine.
The number one baseline assumption is that you are executing for your customers.
Dan was talking more about referrals from partners that lead to customers.
I am talking about referrals from your customers, which I think are the crown jewel of referrals.
The four biggest mistakes:
- You don’t ask often enough. You don’t ask consistently. How consistently do you ask for referrals? How many referrals have you got from your top ten customers over the last month? Or your top five customers? Or your number one customer? Like with lead generation, demand generation and content marketing (both inbound and outbound) are both built on consistency. And so are referrals. Use a methodology so that you ask for referrals consistently throughout the presales cycle, the execution agreement, or after you get someone as a customer.
- You do not ask effectively. You ask an open-ended question. Asking an open-ended question creates difficulty in the customer’s mind in terms of who they should refer. Ask questions related directly to the specific referrals for which you are looking. Asking specifically makes it easy for the person you’re asking for the referral from to execute on that. So if you are as specific as possible and even take it down to individual names by mentioning those with whom they are connected, it will exponentially increase your success.
- You do not ask emotionally. Don’t ask a customer for a referral when they are mad at you, unhappy, or distracted, because the likelihood of that referral converting could be up to 75% less than if you were to ask right after you have done something to make that customer happy, or when they are at a peak just after having bought something, or when the customer sees the tangible results of a solution you have implemented for them.
- You do not make it effortless. Amazon created zero friction for e-commerce and buying, which revolutionized and changed everything. Ask for a referral in the same way. Ask effectively and emotionally, and make it effortless. After getting the names, offer to copy the person who referred you in on the messages to those they referred you to to make it easier for them. Most times, they will agree because you made it so simple for them to execute on that.
You will exponentially increase your referrals and create your own referral engine if you execute those four things and do not make those four mistakes. The results you will get will be insane!
