The referral is one of the more powerful tools in marketing that a company can make use of, and few things can carry as much weight. Try as you might, you can never be sure that you’re going to get referrals though, and that inability to completely control them is why many companies just don’t bother.
The mentality that sets in is that if you can’t control it then you should focus on what you can control and let referrals happen if they’re going to happen. I understand where this comes from, but it can also make you lose some referrals without realizing it.
To make my point I’ve been in a position before where I did business with someplace and really enjoyed the service they provided. A few months later I was talking to a friend of mine who needed a similar service and I began to mention the company, only I had forgotten their name.
Well, I decided to search back through some of the information I had gotten from them only to realize I really hadn’t been given anything. They hadn’t even bothered to give me a business card when everything was said and done. I literally had no material I could look for that had their name.
Needless to say my friend ended up using a different company all because I couldn’t remember the name to give a referral.
While you can’t control referrals you can help your customers be more likely to make them. Consider if you need to hand people any kind of information being sure to get pocket folder printing with your company name and logo across the front of the folder.
You now have a nice package to hand them your material in and if the folder is high enough quality the odds are good they might keep it around no matter what just to use it. Also, when you do get that pocket folder printing done make sure you include a little spot where you can put your business card in a prominent way.
As soon as they open the folder they’ll see your business card there waiting for them. You’ve now provided them with all of the information they’ll need to remember you down the line, and by giving them all of the information in an easy to use folder you’ve improved your image with them at the same time.
No, you can never completely control referrals or be positive that you’re going to get one. That doesn’t mean you should ignore the idea altogether though. If you don’t give people the ability to easily remember you or easily refer other people to you than you are assuring that you won’t get very many of them.
You can always set aside some of your marketing to increase the odds of getting those referrals, and making things as easy for your customers as you can.
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