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A 3-Part Strategy For Motivating Clients To Give Referrals
Recently, I had a Marketing Strategy Session with a chiropractor client and one of the topics was getting more referrals from past and current patients - here are a few tips I shared that could be applied to all types of businesses.
By: Tracy Needham
Recently, I had a Marketing Strategy Session with a chiropractor client and one of the topics was getting more referrals from past and current patients - here are a few tips I shared that could be applied to all types of businesses.
By: Tracy Needham
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First, it’s important to know most people really do like to give referrals because it makes them feel good to be able to help a friend or family member in need. Some folks also get a kick out of looking “connected.” So keep that in mind so you don’t feel like you’re asking for a favor.
That said, then why don’t they refer others more often?
1. Either they forget or just don’t know how to do it. For example, if they hear someone say they need a chiropractor, they may think of you. But it’s far more likely they’ll hear someone complaining about a problem you can help them solve.
Problem is-does your client know all the problems you can solve (or what you specialize in)? And can they explain what you do to someone who’s never hired someone like you before? Often, they don’t or they can’t.
2. Incentives that feel like disincentives. Businesses also don’t always think through the psychology of the incentive they’re proposing. Here are three types to avoid:
· The slap-in-the-face incentive. Say your client just paid you $300 for a session. Then you send them a thank you note and $100 off coupon “to give to a friend.” If it’s something they can share with a family member it might be OK, but can you see how they might be annoyed at passing along a discount they didn’t get to someone else?
· The not-so-special special. Another problem is sending them a certificate for a discount or gift anyone can get by going to your website. People like to feel that they’re sharing something special. It’s not special if any one with a computer can get it.
· The token incentive. If your sessions cost $300, sending the client a discount certificate for $10 off to give away doesn’t feel very meaningful.
So you want to come up with an incentive they’re motivated to pass along…and help them figure out who to give it to.
Here’s a three-part example that makes it super-easy for that same client above to refer others to you…
· Send the client (yes, by USPS postal snail mail if possible) an exclusive certificate for $100 off a friend OR family members’ first visit. It’s special and meaningful.
· AND tell them if their referral comes in within the next 30 days, the client gets a $100 gift card of some sort (gift cards can often be purchased for less than face value but you could also do a big discount off their own future visit. ) This rewards the client and encourages them to follow-up about using the certificate.
· AND tell them “The next time you hear someone complain about x, y, or z, tell them our [what you do in plain English] can help” in the letter that accompanies the certificate. Now they’ll be alert to people mentioning these complaints and know how to describe what you do in simple terms.
Of course, after you send out the mailing, you could send a couple emails or postcards to remind them as well.
Tracy Needham, founder of Compelling Communications, LLC, helps small business owners boost their business through compelling copy and marketing strategies that make the most of their time and money. Sign up for her FREE Special Report: The One Press Release You Can Write to Get Thousands of Dollars Worth of Free Publicity at www.compellingezine.com.
That said, then why don’t they refer others more often?
1. Either they forget or just don’t know how to do it. For example, if they hear someone say they need a chiropractor, they may think of you. But it’s far more likely they’ll hear someone complaining about a problem you can help them solve.
Problem is-does your client know all the problems you can solve (or what you specialize in)? And can they explain what you do to someone who’s never hired someone like you before? Often, they don’t or they can’t.
2. Incentives that feel like disincentives. Businesses also don’t always think through the psychology of the incentive they’re proposing. Here are three types to avoid:
· The slap-in-the-face incentive. Say your client just paid you $300 for a session. Then you send them a thank you note and $100 off coupon “to give to a friend.” If it’s something they can share with a family member it might be OK, but can you see how they might be annoyed at passing along a discount they didn’t get to someone else?
· The not-so-special special. Another problem is sending them a certificate for a discount or gift anyone can get by going to your website. People like to feel that they’re sharing something special. It’s not special if any one with a computer can get it.
· The token incentive. If your sessions cost $300, sending the client a discount certificate for $10 off to give away doesn’t feel very meaningful.
So you want to come up with an incentive they’re motivated to pass along…and help them figure out who to give it to.
Here’s a three-part example that makes it super-easy for that same client above to refer others to you…
· Send the client (yes, by USPS postal snail mail if possible) an exclusive certificate for $100 off a friend OR family members’ first visit. It’s special and meaningful.
· AND tell them if their referral comes in within the next 30 days, the client gets a $100 gift card of some sort (gift cards can often be purchased for less than face value but you could also do a big discount off their own future visit. ) This rewards the client and encourages them to follow-up about using the certificate.
· AND tell them “The next time you hear someone complain about x, y, or z, tell them our [what you do in plain English] can help” in the letter that accompanies the certificate. Now they’ll be alert to people mentioning these complaints and know how to describe what you do in simple terms.
Of course, after you send out the mailing, you could send a couple emails or postcards to remind them as well.
Tracy Needham, founder of Compelling Communications, LLC, helps small business owners boost their business through compelling copy and marketing strategies that make the most of their time and money. Sign up for her FREE Special Report: The One Press Release You Can Write to Get Thousands of Dollars Worth of Free Publicity at www.compellingezine.com.
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