The Referable Seven

The Referable Seven

Why And When A Referral Happens(or “How to get people to introduce you to those they know and like!”)

-By Reuben Rail

The Referable Seven: Why And When A Referral Happens Reuben Rail

Referrals aren't given easily. If you don't take the time to establish credibility, you're not going to get the referral. People have to get to know you. They have to feel comfortable with who you are and what you do.

Dr. Ivan Misner

Founder and Chairman of BNI

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2009 by Reuben Rail

Copyright holder is licensing this under the Creative Commons

License, Attribution 3.0.

http://creativecommons.org/licenses/by/3.0/us/

Please feel free to post this on your blog or email it to whomever

you believe would benefit from reading it.

Thank you.

www.ReferralArchitects.com

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http://www.referralarchitects.com/


Imagine…

Why Does A Referral Happen?

Know, Like, and Trust

Show Your Smarts

Hero/Helper

The Big “I”

Community

WOW Them

Rewards + Gifts

What To Do Now?

Image Credits

End Page

What’s Inside

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Imagine that you have just come from getting a massage and you are

now very relaxed. The Masseuse did a great job, all your aches are gone,

and any tension you had has just drained out of your body.

As you are walking down the street to a nice local café you like you see a

friend of yours and he looks really tense. After talking for a bit, you suggest

that he go and see your masseuse. He thanks you and heads on his way.

Now, as you are leaving the café some while later you notice your friend

strolling towards you. He looks a bit different than earlier and when you

stop to talk again he lets you know he took you up on your advice, and went

and got a massage…and he feels great! He’s relaxed, just like you, and he

says he is now in a better mood. He thanks you and goes on about his way.

So how now do you feel?

Chances are you feel good because you gave advice/information to someone

and it helped them out. It never would’ve happened with you. And now

chances are you will probably do it again because who doesn’t want to feel

good?

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People Like to Feel Good:

Simple, isn’t it? Some people might say “That’s it?”, but they would be

overlooking the real world uses of this concept. For those who have

curiosity to learn more let’s look at that again.

People Like To Feel Good.

Almost too simple, I know, but that is the essence of great referrals. Why

would anyone talk about anything that didn’t make them feel good…unless

to complain. And that’s not the type of conversations you want about your

business, right?

So it comes back to simplicity. The top and most pure motivation for a client

or someone you know to provide you with a referral is when they get the

opportunity to look and feel good, and most often to someone they know

and like.

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While there are some other reasons and important pre-requisites

we’ll cover, if you follow and leverage this main fact, that a referral

happens when someone feels good, then you will be miles ahead

of the game.

Before we cover some of those other reasons we have to address

the foundational building blocks for a referable relationship – with

the key word being relationship. In order for someone to really

get a great referral three key things must happen.

Read on to find out more…

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KNOW, LIKE, And TRUST

Number one – before any referral relationship can take happen these three

pillars must be in place. Think of them as the three corner stones that you

are going to build your Referral Pyramid upon.

Without these three you will fail.

Know: clients, customers, and people get to know you in a variety of ways.

They get to know you from personal interactions and events. They get to

know you through your business’ brand, and your marketing materials.

They get to know you through your company’s website and blogging that

you do. Ask yourself, what are they finding out?

Like: There has been a lot of books written on this topic, more than I will

cover here. Needless to say, if you’re clients don’t like you, fat chance of

them referring you to others. Be yourself. Be authentically you. Your real

clients will respond.

Trust: The one thing that changes everything. If people don’t trust you,

then you’re sunk. Period. What can you do to be undeniably real?

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Quick Examples:

- A financial planner makes it a point to stay in touch with all of his past

clients, friends, family, and associates. He sends everyone Birthday cards,

Holiday cards, and even calls them to check in and see how they are doing

and if they need anything. Plus, he keeps notes on their personal hobbies

and interests so he can surprise them with occasional gifts or articles of

interest that he finds online.

- A babysitting service is know for their personal branded touch in how they

treat their clients. Everyone who hires them can choose from their personal

movie library something to watch for the night. Also, they have a children’s

book library as well so the kids can have a bedtime story. Lastly, the

babysitting service has struck up an alliance with a local pizzeria, and

parents can choose to order dinner at 20% off the normal price if they

choose to do so.

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Referral Making Question:

“What can I say, do, and give to my clients that best

represents myself as a person and a business

professional so they can know, like, and trust me?”

Write Some Ideas Here

1. __________________________

2. __________________________

3. __________________________

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Show Your Smarts

Do you remember how excited you were when you knew the answer

in class? When you would almost fall out of your seat trying to raise

your hand to the ceiling so the teacher would call on you and you

could tell everyone the right answer? Well…

People like to feel smart.

As a business owner, you might consider looking for opportunities to

make your clients feel smart. And I am not talking about just a feeling

– really educate them on aspects that involve your business so they

can talk confidently with people they know.

Because people like to talk about what they know – help them know

interesting and valuable knowledge about your business.

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Quick Example:

- A stockbroker takes some time to educate her clients and keep them abreast

of what is really going on in the market. Later that week, around a water cooler

conversation, that client’s co-workers state some news they heard about the

stock market and what they think is going on. Her client steps in and shares

what he knows to be really going on. Everyone asks how he knows, and he

Confidently lets them know he was just talking with his stockbroker, and she

makes sure to keep him in the know.

* She might also have created a free report, like “The 12 Biggest Mistakes Most

People Make When Investing in Today’s Market and How to Avoid Them”, and

let her client know he can call her to get a copy to give to friends that are

interested in knowing more. This will help him look important again and

Provide a lead opportunity for the stockbroker.

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“What can I tell my clients about my business that will

help them look smart to those they know?”

Write Some Ideas Here

1. __________________________

2. __________________________

3. __________________________

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Hero/Helper

Everyone Likes To Be The Hero

It’s in our nature. Ever since we were kids we would imagine ourselves in

grand adventures and stories – being the key figure who ends up saving the

day or helping everything to turn out great (with everyone liking you of

course).

Help your clients help those they know and like.

They’ll be the hero and solve their friend’s problem, and they will

remember that you did so (and when the solution that they give to their

friend has your contact info on it they will connect the dots).

Good begets good. Help your clients solve others problems and it will come

back around to you many times over.

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Quick Examples:

- A tax specialist makes it a point to show his clients how they can help their

friends and family save money each and every year on their taxes. He points

out tax breaks on college tuition, business expenses, and much more. The

next time his clients are out talking with those they know they are looking

for ways to save money for others, and be a hero in the process.

- A babysitter service gives their clients special “Date Night” tickets that

they can give to their friends and family when they want a night off without

the kids. With these tickets, the next time their client asks a friend if they

want to go out to a late movie that Friday, and they say “We can’t find a

sitter for the kids,” that client can help them out by providing a one time

free pass for a great night out. Which of course makes the babysitting

service look really good and most likely secures a new client for the next

date night.

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“How can I help my clients solve others’ problems – to

be the hero to their friends, family, and co-workers?

Write Some Examples Here

1. _____________________________

2. _____________________________

3. _____________________________

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The Big “I”: „

Because I’m Important

Lights. Camera. Action.

The thrill of the limelight is attractive to many of us. Not that we are all

craving everybody’s attention, but it does feel good to be in the

spotlight once in a while and to have those you know think of you as

somebody important.

Help your clients shine by singling them out for personal

characteristics, admirable behavior, or as a reward.

Tell them how important they are to your

business.

Tell others how important they are to your business – and even tell

them when your clients are right there. Give credit when credit is due

it is honest and will make everyone happier.

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The other areas of the Feel Good Four definitely tie into this area, and you

can use them to convey importance. Are they smart? Give them a certificate

and refer people to them. Are they a hero and helper? Tell stories about

them and ask for their advice. Are they a social bug and like groups? Invite

them to parties, tell them to brings their special friends, and even create an

exclusive club for just them and other clients like them.

Wouldn’t you feel important if someone did those

things for you?

Quick Example:

- Spotlight top referring clients in your monthly electronic newsletter.

- Pick up your top referring clients for lunch in a limo – which will also get

everyone talking, and that’s a nice touch.

- Set up a group of your clients with lessons from a golf-pro, and let them

bring a buddy: that will make them feel even more important because a

friend is there.

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“What are a couple of things I can do to make my

clients feel special, important, and extremely valued?”


1. _____________________________

2. _____________________________

3. _____________________________

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Community: So Much

Better That We’re Together

People like to belong.

It is a desire within all of us. Everyone is looking for a group or club or

party where they can feel like “…everyone knows [their] name…”

(i.e. Cheers).

Because people (clients) like to be a part of a group you know you can

do two things:

- Leverage their current groups to get introduced to others just like

them.

- That if you create a group for them, they will probably want to join.

Birds of a feather flock together. That old saying has to do with people

hang out with people like themselves. And since we know that people

like to belong to groups, you can bet that the people your client knows

are probably a lot like them.

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*Important note: everyone has more than one side to their personality, and

as such most likely belong to more than one type of group. Take the time to

get to know your client so you can best offer value to the various groups in

their life.

When asking for referrals, or setting up referral systems, think about (or

better yet – ask them) what your client finds valuable about your

service/product. And then either ask them about others that they know, just

like them, who also might benefit/like ABC value.

On the other side, you can also create something for your

client to be a part of and be a special member. Your client is

already a part of your business family, and all you may need to do is

highlight and personalize that connection a little bit more.

You might also consider inviting your clients to engage in discussions just

For clients on a blog, message board, or face to face at a lunch special or

party. And, you might even take your top referring clients and establish an

exclusive group just for them: sometime that recognition is more than

enough, but some extra perks wouldn’t hurt as well.

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Fill the need to belong and create an

environment where your client can connect.

Quick Examples:

- A restaurant owner invites certain clients she knows who appreciate

the restaurants various wines to be members in an exclusive

“Wednesday Wine Tasters” club where they can taste new wines that

might make it on the restaurants wine list.

- An owner of a bike shop notes which customers are parents, and

then invites them all for a special “Parent and Child: Riding Safe &

Fun” class where they can meet other parents with a passion to ride.

Each customer is encouraged to invite other parents they know who

might like to have a fun day with their kids, make sure their kids are

safe riders, and meet other parents like them.

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“How can we extend invitations to others to join in

what we have here? Who is like my client, and/or who

would my client like to be in a group with?”


1. _____________________________

2. _____________________________

3. _____________________________

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WOW! Them:

Exceeding Expectations

One of the biggest opportunities for businesses to get more referrals and

repeat clients is to exceed their expectations. But the problem is that most

professionals never take the time to set the expectations by talking about

what and how things will happen. And so when something happens that

the client didn’t expect, it is a surprise.

People only like surprises when it comes to

chocolate cake and winning lotto tickets.

What this means is that you have to really manage expectations well because if

you don’t, then you are assuming that the client knows what will happen. But

the client has their own ideas of what will happen, and when things don’t line

up…missed expectations. Now here is a simple formula you can use after you

have set expectations which allows you to then exceed them later.

Unexpected + Value = Exceeded Expectations.

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Quick Examples:

- A chiropractor explains to a new patient his/her plan for helping

their back pain. The patient is shown the facilities, the tables, and

other equipment that will help in the personal care plan. Right before

the first session is over though, the chiropractor surprises the patient

with three free massage certificates(compliments of a masseuse

alliance), good for 30 min. massage to give to their friends. The client

is impressed and gives out the certificates to their friends who come

back to the clinic, and one of them becomes a new client of the

chiropractor.

- A contractor is hired to redo someone’s driveway to help with the

curb appeal of the house. While on the job he surprises the clients by

having the front lawn mowed and hedges trimmed as well. The curb

appeal just went up even higher and the clients tell everyone as

neighbors comment on how nice everything looks.

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“How can I surprise my clients with value so that I WOW

them and make them raving fans?”


1. _____________________________

2. _____________________________

3. _____________________________

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Rewards + Gifts

WARNING – Handle With Care: The last of the Referable Seven also

requires a lot of care because it has the power to open up the door for a

flood of referrals or to blow-up in your face.

Rewards and gifts are great when unsolicited and you are using them to

reward the behavior of someone introducing you to a friend, etc… You are

not advertising that they will get a gift beforehand, rather this comes from a

sense of gratitude.

And the other way is to use gifts and rewards as a way to help with your current

and past clients needs and cause them to start telling their friends about what

you are doing…because it is so unexpected they just have to tell somebody.

Rewards Upfront Become Tricky

Letting people know upfront that if they refer you someone they will get ‘X’ has

great opportunity to help or go sour. Certain professions and businesses lend

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themselves to the process more than others. And, of course, it greatly

depends on how you present the offer. If you make it a part of your practice

then it is best to introduce that idea in your Initial Consultation. The reason

is that, again with surprises, it can throw a curve ball into how your client

perceives you.

Beware Of Making It Feel Like A Bribe

The way that it can backfire is that your clients feel like they are being

bought off and possibly selling out their friends to you. This is a perception

that is best addressed by having a powerful and clear Initial Consultation

where you lay out how you work (by referral) and plant seeds along the

way. If they are a referral themselves then chances are they already know

about your referral rewards program.

As a general rule, the more removed a customer/client needs to be to get

the service the less relationship there is, and can be less risk to implement a

referral rewards program. And as the client has to work more directly with

the business or service provider the more risky it can be as the client

becomes confused and unclear about the relationship.

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Quick Examples:

- A local restaurant sets up an online Referral Rewards Program where

customers can forward coupons, etc… via email to their friends and

family. Each has their own personal account and points are accrued

for prizes and free meals.

- A carpet cleaning service lets customers upfront know that for every

referral they receive (which turns into a paying client) that customer

will get X% (i.e. 20%) back from on their bill. Many customers now

desire the service because they think they can just refer a few friends

(who would get their carpets cleaned anyhow) and get it all for free.

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“What can I give to my clients that will make them feel

valued and want to tell others about what they have

received?”


1. _____________________________

2. _____________________________

3. _____________________________

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What to do now?

-Look for ways to make your clients feel good.

-Fill out ideas for each section.

-Ask for their help – because people like to help,

remember?

-Always exceed expectations.

-And…remember to ask for the referral – it will

double your success.

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Image Credits for Flickr Photos:


Pg. 5 Ferdinand Reus

Know, Like, and Trust

Pg. 7 CMDuke

Pg. 9 OxFamNoVib

Show Your Smarts

Pg. 10 SpakAttacks

Hero/Helper

Pg. 13 IttyBittiesForYou

Pg. 15 The Nickster

The Big “I”

Pg. 16 Ponchosqueal

Pg. 18 Billypalooza

Community

Pg. 19 MagnusFranklin

Pg. 22 Jenser (Clasix-Design)

Exceeded Expectations

Pg. 23 Sean Dreilinger

Pg. 25 Champion of Cheese

Rewards + Gifts

Pg. 26 LeChampionduMonde

Pg. 29 LitlNemo

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http://www.flickr.com/photos/ferdinandreus/2418836553/

http://www.flickr.com/photos/36656686@N00/2934774365/

http://www.flickr.com/photos/oxfamnovib/2769613493/

http://www.flickr.com/photos/spakattacks/2469859496/

http://www.flickr.com/photos/ittybittiesforyou/535111983/

http://www.flickr.com/photos/thenickster/2440833336/

http://www.flickr.com/photos/thenickster/2440833336/

http://www.flickr.com/photos/ponchosqueal/382476374/

http://www.flickr.com/photos/billypalooza/385814155/

http://www.flickr.com/photos/adjourned/3069182904/

http://www.flickr.com/photos/jenser666/3329638930/






http://www.flickr.com/photos/seandreilinger/2200673679/

http://www.flickr.com/photos/seandreilinger/2200673679/

http://www.flickr.com/photos/candycornunicorn/222438209/

http://www.flickr.com/photos/paulgalipeau/556409822/

http://www.flickr.com/photos/litlnemo/118654856/

The Referable Seven: Why And When A Referral Happens Reuben Rail 33

The Referable Seven

Why And When A Referral Happens(or “How to get people to introduce you to those they know and like!”)

-By Reuben Rail

For More Free Referral Tips And Resources Go To www.ReferralArchitects.com

http://www.referralarchitects.com/

The Referable Seven

Business

Transcript of The Referable Seven