Last month we talked about what companies you would recommend and you can see the responses by scrolling to the end of this article. 

This month we’re going to talk about how you can use recommendations to help YOUR business.

As discussed in last month’s article, most people will at least consider the recommendations given by a respected person in their network or an industry peer who is willing to associate their name with a company. 

Do you have people who recommend YOUR company?  If you do, do you consider it a “bonus” or do you take an active role in the process? 

You can greatly increase your customer base and your profitability by taking an active part in the referral process. 

1. If you have people who have recommended your company, be sure to thank them right away!  Whether it turns into new business or not, they did you a great service by referring you to a potential prospect and gave you credibility by associating their name with yours. (Remember how hard it is to get new customers???  People who refer you do a huge chunk of that work for you!)
   Cordrays
2. If someone has recommended you, start to take control of the process by asking them if they would be willing to write that recommendation in the form of a referral letter on their company letterhead for you to use in your sales motion. 
   • In written form, this gives you the ability to use their delight with your company in your sales efforts even with people and companies your referral doesn’t know.
   • When asking for a written referral, I always recommend drafting the referral for them.  Drafting it for them does several things:  1) makes it easier for your customer to complete it thus making it more likely that they will get it back to you in a timely manner and 2) helps you guide the information provided in the letter to the benefits and services that differentiate your company in the market.  Most customers will edit your draft to fit their personality and experience (and that is a very good thing!) but most leave the thought process you drafted in the final version.
3. Be proactive – ask your customers if they would be willing to recommend you.  If so, ask them if they’d
   • prefer to write a referral letter (help them draft it as described above)

   NOTE: You can use quotes from referral letters in other forms of marketing communications also e.g. on your website, in marketing brochures, etc. in addition to using the complete referral letter

   • write a LinkedIn recommendation (depending on your type of business)
   • act as a reference whose name and telephone number you can give to potential clients who are looking for further input
   • be willing to show your qualified prospect how your company has helped theirs by giving the prospect a tour or meeting with them in person
   • be willing to be interviewed for a YouTube video that you can place on your website and/or send out as a link to your prospect and customer databases
   • any combination of the above!

Recommendations can be incredibly helpful in the sales process.  You can say you’re the best company in the world for whatever product or service you provide but most prospects will dismiss the statement immediately.  Now, if your customers say you are the best and that they highly recommend you – that has a huge amount of credibility! 

Get started with your referral process today to start reaping the benefits as soon as possible! 

 

Recommendations I received based on last month’s newsletter:

1) Human Resources:

Pinnacle Employer Services

Bill Ratterman

(513) 578-6500

Bill Ratterman

[email protected]

www.pinnaclehr.net

Bill Barkalow (of Aileron) recommended this company to us and since we’ve been engaged with them we wouldn’t use anyone else.

– Ken Elrich, Solid Blend Technologies

2) Estate Attorney:

Thomas P. Croskey, Attorney at Law

126 South Seventh Street

Miamisburg, OH 45342

(937) 866-2922

Tom did a great job helping me sort out my uncle’s estate and getting things in place for my aunt. I highly recommend him!

– Patricia Gilkeson, LexisNexis