So, how do you make it easy for people to send you referrals?
In my worldview, you start by thinking about two primary elements:
- First, you need to get really, exceptionally specific on who you want your referral sources to refer to you
- Second, you need to build the resources, assets, etc., that make it easy for people to send you referrals
Getting Specific On Referrals
Before you start asking for referrals, you need to understand which clients you want more of.
The wider you make your criteria (e.g., ‘anyone with a business!’), the thinner your referrals will get. Why?
When you’re less specific about your referrals, you get crappier referrals.
- No clue who you want sending referrals your way? You’ll struggle to reach the right people in your network consistently.
- No clue who you want referred to you? Your ‘squishy’ positioning will result in lower quality, less focused referrals.
“Would Bob be a good fit? How about Jane? Uuuh… I’m going to check Twitter.”
When you hand the work of deciding who would be a good fit over to your referral source, you make it harder for them to send good people your way. That means you’ll end up receiving fewer quality referrals.
Thus, if you want to get more referrals or better quality referrals, the first step for you to take is to get CRYSTAL clear on who you want referred to you.
- Is it everyone? (Hint: nope.)
- Is it a subset of people who are like your best/highest spending/most enjoyable clients? (Hint: yup).
Once you get specific, you can start communicating this to your referral sources. At a minimum, you want to make sure you and they are clear on:
- Who you help (e.g., Shopify store owners doing 7-figures in revenue selling pet supply products!)
- How you help/what problems you solve (e.g., help you outrank your competitors and get found in Google by people who need your products, content, and resources)
- How to get in touch with you (e.g., fill out this form and…)
If all you do is take a few hours to get specific on who you want as a referral and then tell a dozen or two dozen people in your network about who to refer your way, you’ll start to get more referrals.
But there’s another part to this approach that will help you get even more referrals (and make it even easier to refer people to you). More on that in tomorrow’s letter.
If you want to make the rest of 2021 your ‘Year of the Referral’, I encourage you to take action.
Referral Systems will answer your referral marketing questions; arm you with knowledge, strategy, and tactics; and give you a head start on setting up your referral system.
Read more about everything that’s included with Referral Systems right here: kaidavis.com/products/referral-systems/