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 2

“ 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
”


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


What’s Inside

Imagine… Pg. 5
Why Does A Referral Happen? Pg. 6
Know, Like, and Trust Pg. 8
Show Your Smarts Pg. 11
Hero/Helper Pg. 14
The Big “I” Pg. 17
Community Pg. 20
WOW Them Pg. 24
Rewards + Gifts Pg. 27
What To Do Now? Pg. 31
Image Credits Pg. 32
End Page Pg. 33


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?


Why Does A Referral Happen?

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.


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…


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?


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.


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. __________________________


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.


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.


“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. __________________________


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.


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.



“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. _____________________________


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.


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.



“What are a couple of things I can do to make my
clients feel special, important, and extremely valued?”

1. _____________________________

2. _____________________________

3. _____________________________


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.


*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.


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.


“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. _____________________________


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.


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.


“How can I surprise my clients with value so that I WOW
them and make them raving fans?”

1. _____________________________

2. _____________________________

3. _____________________________


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


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.


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.


“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. _____________________________


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.


Image Credits for Flickr Photos:

Why Does A Referral Happen? The Big “I”
Pg. 5 Ferdinand Reus Pg. 16 Ponchosqueal
Know, Like, and Trust Pg. 18 Billypalooza
Pg. 7 CMDuke Community
Pg. 19 MagnusFranklin
Pg. 9 OxFamNoVib
Pg. 22 Jenser (Clasix-Design)
Show Your Smarts
Exceeded Expectations
Pg. 10 SpakAttacks
Pg. 23 Sean Dreilinger
Hero/Helper Pg. 25 Champion of Cheese
Pg. 13 IttyBittiesForYou Rewards + Gifts
Pg. 15 The Nickster Pg. 26 LeChampionduMonde
Pg. 29 LitlNemo


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

The Referable Seven

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