To answer this question, we need to look at another question: Many marketers debate whether people prefer to be educated or ’sold.’ I’ve never liked that comment, frankly.

They argue that if a prospect needs to learn more about the product or service, they reason, then educational materials should be made available. But what about when it comes to word of mouth referrals and the notion of asking for referrals?

• Clearly, it is easier to take advantage of expanding the network you already have than adding completely new members.

Your current business is actually a web of relationships with unlimited possibilities to connect with the people your clients know. To reach these important relationships, you need to pursue them.

There is nothing pushy about asking for referrals and it’s a natural part of doing business that people expect. Remember, they don’t know how busy you are and whether you want referrals unless you are actively asking for referrals.

They key to asking for referrals is to make it a habit.

Referrals are one of the most powerful sales tools you have so don’t minimize their relevancy because you feel it’s a “dirty deed” to start asking for referrals.

Next time: How to ‘actually’ ask for the referral.

Business cards are universal. They’re a way to give details to others about ourselves, and to a lesser extent, our services. So should you use them to prospect for referrals, and generate word-of-mouth and more client referrals?

The short answer is yes. Your business card should give accurate information about your location and services in an eye-catching format, as well as state that you welcome referrals.

Your business card has limited space so every word matters. Considering that you want people to know what you do, where you are, and that you are ready to offer your services to potential clients, what’s the best way to add your referral message?

Use the A-S-I format

• Add a line that you welcome referrals makes clients feel free to spread the word about your services.
• State that you welcome referrals will also make potential clients who have not spoken to you yet feel more comfortable to contact you the first time.
• Include this simple statement on your business card lets people know you are approachable, and you want introductions.

Keep a stack in your reception room, office, car and wallet. After all, when you ask for someone’s business card and they are unable to offer it, don’t you speculate whether they are serious about wanting to do business?

I remember a business colleague once telling me, “I don’t carry business cards. I tell people I forgot mine, let me have one of yours and I’ll send you mine.”

Rather clever. But I never liked that underhanded remark.

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.

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?

That time of the year again…. year-end, and holidays.

You want your clients to tell others about you. That’s the purpose of getting referrals and being introduced to others.

Before you stuff another boring Hallmark in the mail that’s going to hit the garbage can, check out a brand new report (FREE) I just created, “Stellar Year-End Client Appreciation Ideas”

Download Here: Stellar Client Appreciation Ideas

There’s also another bonus report on that page!

Certified 100% quality content.

If you want more referrals in your business and are not currently getting them, here’s a simple way to get more referrals.

It’s an acronym I’ve created called “GOOD.”

I outline a 4-Step Process for getting more referrals that will help you. No fluff either.

Follow this outline and you will get results in your referral marketing.

GOOD – 4 Step Process for More Referrals

Goal – How many referrals do I want each month? Each quarter?

Drip In-Touch – Set up an drip process, email, fax, letter, mail, that allows me to stay in touch with the new relationships I’m building, each month.

Outcome based - What is my outcome? To build relationships and take interest in other’s business, creating opportunities for myself to talk about my business and services at opportune times.

Organize – I need an organized, easy approach. ex: Use Outlook for contact management and email followup.

One other idea is to hold workshops for centers-of-influence, like CPAs or Attorneys, and award CE (Continuing Education) credits.

You can read about how to hold CE Workshops and this referral and relationship building strategy, here.