Do you want to SERIOUSLY grow your business, income and referrals in 2011? Then study this referral marketing photo. I mention it a lot.

Today, people are busier than ever, with more points of communication in our lifetime. Look at what the average business person might come in contact with during their day:

• Google, Yahoo, Bing, Facebook, Android, iPhone, Outlook, Word, Excel, Project, Photoshop, Dreamweaver, Frontpage, Blackberry, Sirius, FM radio, AM radio, DirecTV, Comcast, TimeWarner, etc. etc.

You kiddin’ me?

How in the world do you think YOUR marketing is ever going to influence them to want to SEEK you out, and do business with you? How do you break through?

There are three things I recommend.

Now, I’m not going to harp on old-school conventional marketing and advertising. It serves a need. But for most people like you, the question you’re really asking as you start another year, is:

• How do I cut what I’ve spent on my marketing, and re-use it so more people can be referred to me? After all, referrals are always the best clients for me since they’re already sold and ready to do business.

As we enter a new year, I’d like to suggest the following:

1. Shift your marketing spend dramatically from last year. By dramatically, I mean radically. Don’t flame me. I realize you might have to do it slowly so you don’t take a sales hit. But you need to have a RADICAL epiphany.

Go look at this referral marketing photo again.

For example, let’s say your marketing spend typically looks something like this:

• 80% – traditional marketing (Mailers, Yellow Pages, PPC, etc.)
• 20% – referral based marketing

I suggest you turn that upside down (like the photo shows you) and MOVE to this spend-based equation:

• 80% – referral based marketing
• 20% – traditional marketing

Ask: What would my income and client roster look like, if I was spending 80% of my marketing dollars on referral-generating activities.

2. If you’re not spending ANY money on referral marketing, you’re wasting a ton of your time and money.

And from the above, watch how powerful the 80% break down would become, if you followed, say this model:

• 40% – spend on current customers and clients
• 40% – spend on referral sources (COI – centers of influence, SA – Strategic Alliances)

Could you imagine spending 1/3 of all marketing dollars you have, on your current clients?

Imagine what impact that would have on their word-of-mouth about you. Imagine what impact that would have on your INCOME!

3. There are tons of ideas that will help you accomplish #2, very easily. I don’t have time to go into a slew of them here, but how about using referral letter drip campaigns, client/customer appreciation events (Birthday parties, Chef’s Tables, Golf Outings, Museum Lunch-n-Learn), or private seminars, just to name a few?

Start thinking new… as you start a new year. Otherwise your income and earnings will be exactly the same as last year.

Fact: Referrals and referral marketing are the fastest, easiest way for you to get to the next level with your business and income, and build an army of loyal clients and customers.

Nothing else comes close.

Period.

If you’re not getting the referrals and personal introductions to others in your business, you have a problem.

You might not realize that you have a problem. Or worse, you may instinctually know something is whacked because your referral faucet isn’t flowing… and… you’re ignoring that.

Or even worse, you’re making excuses: too busy, too much work to do with current clients, et cetera, B.S.

So, here’s the real reason you’re likely not getting more referrals.

You’re not giving people enough REASON to talk about you!

Plain and simple, people naturally get excited by what excites them!   They enjoy running their mouths.

And the single biggest mistake that destroys your chances for steady business referrals is not giving other people enough reasons to talk about you.

Because, remember:  people can only talk about you once they’ve had an experience with you.

Ask yourself: How can I package my work in a cost-effective, highly-valuable way, that other people can experience what I do? 

•    Can I donate my services?
•    Can I do some pro-bono work?
•    Can I provide a valuable ‘extra’ service to existing clients?
•    Can I offer them something free for a limited time

Again, you’re not giving people enough REASON to talk about you.

Experience with you = referrals and introductions.

Getting clear with “who” you want as new client referrals is paramount today.

The problem, however, is that most professionals are not totally clear on “who” it is they truly want to work with, and the type of referrals they want.

The crazy part of this is that if you’re not 100% clear — how can you ever expect your referral sources to be either? How are they going to know who is an ideal client for you!

You have to start by identifying who you want to be referred to. In other words, the types of people you desire as referrals.

What type of people do you want as new client referrals? That’s why I’m a big proponent of developing your own written, ICP — “Ideal Client Profile.” In fact, an ICP one of the most important pieces of marketing collateral you can ever have!

……………………..

Recapping:

1. Time to get crystal clear on who you want to be referred to, in terms of new client referrals.
2. Write down what these people look like, including demo/info on them on a 1-page doc:
   1. Age
   2. Locale
   3. Income/net worth
   4. Professions
   5. etc.
3. Publish this in the form of an ICP you keep in your marketing materials; Post to your website.

Action Step 1: Get clear (or clearer!) on who you want to be referred to!

Action Step 2: Create your ICP

Action Step 3: Share it with others as opportunities warrant themselves.

What does G.L.U.E. have to do with getting more referrals from clients and introductions.

Click below to hear this short audio lesson today, as I explain my referral acronym…

G.L.U.E.®

This advice will help you understand the process of generating more qualified, affluent referrals and introductions.

Do referrals come when you network? Or does your ability to network help you increase your referrals.

Both, obviously.

It amazes me, though, how most professionals see each as a separate marketing task. I heard it said that if you want to learn how to ask for more referrals, just become a better networker. That’s true to an extent.

At the heart of people who get a TON of referrals and referred-business–consistently-you’ll find this one common trait.

That trait is someone who networks well.

Whether it be in building their own close social circles, or being out in the community, chances are their business is thriving because of the networking they’ve invested in.

Here’s a great article by Michael Taylor that gives you further takeaway.

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“Professional Networking is the Key to Business Success”
by Michael Taylor

Networking itself is the term given to the building of contacts in a professional manner which will ultimately help you have the support group which you need for success. Networking can refer to cultivating friendships with professionals in many different fields, giving you the best chance for finding additional contacts or sources for business transactions.

It can also refer to the way in which you go out and find potential clients. Ultimately, it’s a way for you to reach out and start making a difference in the impression that you make on the way that you do business. A B2B directory can be a great first step in helping you to make that impression.

You will find that, after you have joined a B2B directory, that you’ll have a wealth of knowledge immediately made available to you. One of these directories has a wide array of professionals listed within, helping you to find someone who is going to give you the resources that you need when you need them the most.

If you are looking for a professional in a certain area of business, you can look in the directory to find someone who fulfills those conditions. This will help you develop your professional networking skills, giving you the best opportunity for making long lasting contacts who you can develop a business relationship with.

Professional networking is one area of business which cannot be given enough attention. People want to do business with individuals who they feel they can trust, which is why you will want to put plenty of time into the manner that you craft relationships with those individuals.

When you are able to join a B2B directory and offer your services to people all around the world, you’ll find that it becomes easier for you to get the assistance which you need in return.

The more people who you meet through professional networking, the more valuable you will become in a business setting. Considering that so much success of business is related to knowing the right people, when you have the necessary contacts, you will be able to make calls when they are needed the most.

That will help you to push business deals through and give you more of a likelihood of completing all of your goals on time and on budget. A B2B directory could ultimately give you all of these contacts in one simple place.

Professional networking will require you to more than simply join a B2B directory, however.

Once you are a member of the directory, you are going to need to take the time to build relationships with the members inside of the directory who you feel will give you the better chance of professional success. This can take time, so you will always want to be working on the way in which you cultivate your professional relationships. Time will need to be spent on the personal interactions that you have with these individuals so that, in the end, you are able to turn to them when you need something.

Figuring out how to use a B2B directory can benefit you greatly as you get the necessary edge with professional networking. Turn to Madison Whos Who for the tools you need toward promoting yourself in a lasting manner.

Asking for referrals… or discussing referrals… or approaching others about wanting more referrals….

…does the thought of this make you uncomfortable?

Well, you’re not alone.

For most people interested in growing their referrals of clients and customers, discussing referrals almost feels like begging.

Today, I’ll share with you a concept that I call “L-C-E-P”, that will break down your referrals barrier rather easily.

I stress the importance of making sure people find VALUE in your services before you ever discuss referrals with them. So, presuming you know that others are valuing your work, let’s look at…

Are You Using The Concept of L-C-E-P?

L-C-E-P continues on the theme of value-recognized. It stands for “Low-Cost Experience Points.”

In other words, I want you to start thinking  of ways you can communicate value to others via entry points to your services, and LCEPs (low cost experience points).

One of the simplest ways of doing this, and creating those LCEPs, (as an rough example), is to get your website (or web page) updated – it’s an online brochure, and as important as any hard marketing materials you now own (or plan on creating in 2010.)

How many brochures have you requested from a company recently? Zero probably.

What I’m driving at is for you to showcase your core competencies, including cloaked case studies, and other work illustrations that allow a person to come to experience you and your work.

Also, it still amazes me how many professionals see referral marketing and building referrals from clients as a means of offering forced inducements (bribes, rewards or otherwise) to the client to get new introductions, and new “experiences” with others.

Stop doing this. Referral bribes and rewards are cheap inducements. They are  flawed and foolish.

Instead, hone-in on your Low-Cost Experience Points. Everyone has them in their business.

What are some in your business right now that you can offer to others?