How to work with referrals

Are you jealous of "competitors" who say, "Oh, our new business comes through referrals?"

Theyre looking down their noses, saying "We dont have to promote: business just comes to us by magic, were that good."

Truth is some sales do come from referrals. So heres how you can increase the flow to your company.

1. In a comfortable, professional way, communicate your desire to get referrals. To people close to prospects, subtly suggest how important referrals are to you. This may seem unnecessary, but outsiders need prompting to devote effort to your success. And dont forget positive reinforcement: warmly thank those who refer.

2. Moreover, you may have to remind those willing and able to refer how to do so. And there isnt one universal best way to refer someone, so examples may be needed. A referral is easier if it is merely informational and not a performance endorsement. And, its easier if it is general hearsay, not firsthand experience using your firm.

3. You motivate referrals by reminding people regularly about your companys capability and success. You can accomplish this by alerting referral sources to useful information. Every month send these sources useful articles, preferably from offbeat publications, demonstrating your interest in their welfare. Using a handwritten buckslip and envelope is personal and therefore productive.

Handwriting gets past secretaries to the top of the pile.

Incidentally, people who boast about their flow of referrals often have a wide circle of friends and acquaintances they nurture carefully and frequently. Its quality networking, something every executive must do--along with all the other elements of personal marketing.

Minimize Buyer Uncertainty

As youre evaluating your marketing/public relations program, consider why prospects dont buy from your company. Then present a positive campaign based on assuming the reverse of these negatives.

For example, if key competitors have multiple offices and you have only one, create and promote affiliates; if you lack certain experience, establish a senior consultant in that area.

Assume that buyers always need more confidence in your company, more compelling reasons to select you more reminding about how sound, professional, cost-effective, and unique your products and services are.

Find out whether buyers avoid your company because of their misconceptions; your deficiency in pricing, product/staff inventory, breadth of services/products, technical support.

Correct such problems with positive action, without admitting or broadcasting anything negative.

Myths of Strategic Communication

You can err in decisions about market and corporate public relations if you follow these myths about strategy.

* They already know us. "They" change every day, especially in these "rightsizing" times. Second, "they" forget--after just one day and with each passing day, especially when you consider all the messages theyre subject to. Third, they forget both the general story about your company plus your most potent selling proposition.

* We know our markets. You never know enough about them--because prospects dont reveal the blunt truth; they prefer to be nice. Second you are always trying new applications, which open new extensions of current markets. These prospects may know your company but they dont know the new application.

* Our sales people tell our story; were getting the message out. Your sales people reach only a fraction of the decision-makers. Usually salespeople cant get high enough up to influence the ultimate decider. Also, they cant work sideways--to parallel departments and divisions that are jealous of the one your sales persons working with. Whats more, your sales team sells; it doesnt spread the full corporate/product message.

* Were doing public relations and marketing communications: were publicizing and buying ad space. PR also includes secondary and primary research; newsletters, brochures and other printed materials; seminars, hospitality suites, and other special events; executive speech-making development; crisis communication, media training, etc. Beyond advertising, mktg comm involves presentation materials and other collaterals; catalogs and other direct mail; trade shows; dealer/distributor relations.

* We issued press releases; we finished publicity. Thats the beginning of the process, not the end. The process--for any single news peg or story theme--starts and ends with media selection and contact. Between are continual materials preparation (releases, articles, total press kits, reprints, etc.) And more reporter contact--for interviews, demos, inclusion in round-ups and editorials.

About the Author

Donald Levin, Editor, APR, Fellow PRSA. Before founding Levin Public Relations & Marketing, Inc. in 1984, he was President of the public relations subsidiary of The Ted Bates Advertising Agency. Prior to that, he served as Senior Vice President, Publicity & Marketing Services for Hill and Knowlton, then the largest public relations firm.

:To contact see details below.


levin@levinpr.com
http://www.levinpr.com