5 Surefire Strategies To Win More Referrals

It’s true: even your best clients aren’t likely to refer business to you without a little prodding. And if you aren’t taking a proactive approach to generating referrals, this valuable source of prospects could dry up. Here are 5 ways for getting the most referrals out of your clients.

1. Educate your clients. Your customers probably don’t have a clue how important referrals are to your business. And unfortunately, these days people are more likely to mention a business that’s seriously offended them than the ones they are most satisfied with.
   
   What to do: You need to explain to your prospects why referrals are a part of your successful relationship together. If they themselves came to you as a referral, allude to that fact to illustrate how much of your important business comes to you that way. Always phrase your request for a referral so that you’re offering help, not a sales pitch: I find my best clients usually know other people who I can help find affordable health insurance, too. Encourage your clients to let their referrals know you will be contacting them.
   
   
2. Small incentives. If asking for referrals outright makes you uncomfortable, try softening the approach with a rewards program that provides mutual benefit. Offering a tiny token of appreciation can be surprisingly motivating for your clients.
   
   What to do: Try offering gift cards to popular businesses in your area. Advertise your program by printing up a card that both explains the details and can be filled out with referral information in order to redeem the gift. Make sure you get one in each client’s hands after a successful meeting and send one out in the mail to clients you manage over the phone.
   
   
3. Client events. This may seem like a daunting approach to referral generation, but it provides you with valuable face time with your clients’ friends and families. Miles better than a name and number on a piece of paper, this is your chance to be introduced to dozens of prospects through your most satisfied customers. Plus, you can identify which of these referrals are most promising right off the bat.
   
   What to do: Try structuring the event as a client appreciation luncheon, dinner or outing, and take care to emphasize that the intent is to have fun and meet people, not to sell anything.
   
   
4. Do an evaluation. Each year you should take the time to send out a client evaluation of your services. Not only is this feedback crucial in helping you adjust your practice to keep client satisfaction high, it’s also a great opportunity to generate referrals.
   
   What to do: For your final evaluation question, ask: Would you refer my business? Where they circle “yes”, direct them to give you actual referrals: On the back of this form please provide the information of people you think I could be of help to. This way you identify some of your most satisfied customers and secure their referrals.
   
   
5. Jog their memory. One of the biggest challenges of requesting referrals is that it’s often difficult for your clients to produce names right on the spot. Be proactive so their foggy memory doesn’t cost you referrals.
   
   What to do: You can lead them with questions such as, “Have any of your coworkers talked about needing insurance?” It’s also helpful to give your clients something to look at, such as a sheet that breaks down some referral categories, such as church, social clubs, work, family, neighbors, friends, etc. Take this opportunity to ask for any extra qualifying referral information that is most helpful to you. Encourage clients to take the form home and spend time thinking it over.

Remember: With “Do Not Call” laws in effect you need to be careful about making unsolicited phone calls, even if you do have a referral.

Solution: Give your clients an incentive to contact you that they can pass on to their referrals, such as an invitation to your next client event. Make your call to action clear: provide referrals with a clear indication of the benefits you can offer them and a business reply card that allows them to express their interest in future contact. Depending on the size of your agency, you may also want to sign up with the “Do Not Call” Registry so you can verify names against their database before you make your calls.

Most important, for your referral tactics to be most effective you need to be comfortable using them. Keep tailoring your strategy until you find what works best for you. Just by approaching your clients for referrals in a more methodical, thoughtful way you will see the quality and amount you receive rise.