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?

Ran across the Automatic Referrals blog today (written by Bob David), who posted about networking during the holidays. Great point.

Sure it plays into referral marketing. But as David points out, socializing and building (referral) contacts.

Good reminder, especially now. 

There’s not a lot of (financial) professionals killing it now with their client referral flow, due to the markets.  Few are even discussing referrals with their clients (damage control).

Still…

This is article is a good reminder. I especially like Bob’s point of the “the power connection” and “positioning.”

In other words, it’s a great time to be a matchmaker.

Matchmakers earn introductions and referrals.

I really like what Scott Weisbrod said recently over at the blog Experience Matters. He was talking about referrals from the perspective of relationships. That’s assumed, but regulary forgotten in my view.

Scott went on to say…

…that we need to go deep, really deep, with our clients. Great point Scott.

In other words, we need to be sharing our hopes, dreams, aspirations and desires with others; and ask them to do the same with us.

Not always easy, for sure.

But absolutely essential to further the trust-bond relationships that encourages referrals and introductions.

How are you doing sharing this with your closest clients and associates?

Tell me what it says to you:

What does it say about your current referrals? What about your referral marketing efforts? I have my own opinions, (obviously because I created this diagram). But I’d like to hear what this diagram says to you.

In fact, the person who posts the best answer (in my view) wins the following…

A copy of my book, “Maximum Referrals” (a $65 value)!

That’s right. Study the diagram. Reply below and tell me what it says to you. Put a little thought into your answer, also.

The most informative reply wins a copy of my book.

A feel free to keep this diagram very close to your business. Growing your referrals is the fastest way for you to earn more money, work less, and get the freedom you want in your life. Period.

Best of luck.

The problem is that most people tend to overlook very obvious tools at their disposal that can create positive word-of-mouth influence for themselves, and encourage regular referrals.

Here are two factors I can think of think of right now…Factor #1: Jump start referrals by creating opportunities where you can ask for (and receive) testimonials from others.

Testimonials with names are an effective way to prove your business provides a worthwhile service.  People read these testimonials and relate to the needs of the person making the statement and how they were fulfilled by your office.  When people recognize the name of the person making the testimonial, it is another form of business referrals.

Factor #2: Jump start referrals by creating opportunities to give away freebies to your prospects/potential new clients.

For example, when clients send a referrals offer to set up an introductory meeting over breakfast or lunch.  Offer the new client and the referring client a reduced fee for your services (if it’s permissible).  Sure it’s a perk. And it’s obvious when you offer perks or incentives, people can be illing to spread the word about your business and send referrals.

But bigger than this is something else: Creating ways where others can come to experience you and your work. This is worth more than offering a cash bounty.

For example:

• If you’re a realtor, you could give away a free market analysis of the neighborhood.
• If you’re a PC agent, you could give away a listing of average HO costs within a zip code range.
• If you’re a financial planner, you could give away a helpful guidebook on how to read a life insurance policy.
• If you’re an accountant, give could away a sample 1040 return with your handwritten notes on important sections.

Notice anyhing here?

By automatically beginning with Factor #2, you instantly start to experience Factor #1. Collectively both factors will generate more business referrals for you.

The editors of Marketing Profs came up with that title, and it's something that I can talk about with my eyes closed (although I prefer to use the word "clients" more than customers, frankly.)  

Nonetheless, MarketingProfs is a web site I discovered this year and it's a truly amazing site — deep with tremendous marketing content, and yes, referral advice (some from yours truly). I really love the job that Val Frazee and Ann Handley have done stacking it with tremendous content.

I'll be covering everything from referral myths to ntroductions… to specific referral tactics, strategies and an entire specific referral process people need to use in their day-to-day.

It always amazes me when I speak on this subject. Here's why. And… it's not what you think…

What amazes me is how many people tend to focus on… how hard or long or tedious or "how much work" something is… rather than the positive direction they receive from learning. (An age old slacker problem, I know.) I'm sure I'll get some of that today, almost certain of, it in fact.

I think people with this attitude need a mental vacation–perhaps an extended one–from their current world.

For the record, here's what I'm revealing:

• The single biggest mistake that small businesses, software companies, resellers, and sales and marketing executives make with a referral program.
• How to use the acronym "HELP" to generate consistent referral flow and introductions –- even from strangers and in unknown companies.
• The “Referral Manifesto Equation” – 7 questions you are overlooking, and what the resulting equation reveals about your referral approach.
• The 8 referral myths and their counterparts: The 8 referral truisms.
• 8 precise action steps to help you place the 8 “truisms” into sustainable action.
• The concept of LTVC in new introductions and referral relationships.
• 5 ways to become a better, more successful networker.

My goal is twofold: (1) grovide substance in the content with new perspectives on referrals; (2) give real-life referral examples that people can adapt to their business.

Now: Guess what? 

Already people reading those bullets, and going… SHEESH… GEEZ LOUISE… man that looks like a lot of work! Phew.

I had someone say to me very courageously during a speech I once gave (and if you've heard me speak you know I say 'courageously' because I am bold, blunt and challenging when I speak)…

"This is all great Daryl, but how long is all of this going to take me before I start seeing some results?!" (Whine, whine, sniffle, sniffle.)

Duh dude, is about how I replied–(and I wasn't trying to embarass him.)

The bottom line is when it comes to improving your referral marketing activities and creating new levels of success… and I'll be as blunt as I can here…

Who the heck cares how long it takes you?
After all, you're talking about your livelihood here, man!

And if you're going to approach improving your referrals on some time schedule… with some quick fix gimmicks… expecting some fairy tale system-in a-box to appear that magically takes you from three referrals a month to 300, you're joshin' yourself.

It ain't happenin.

It takes work, dedication and focus. And oh yeah, did I mention… retraining your thinking?

Go study those bullets again. Then ask yourself if you have the moxy to man-up (or woman-up) to new ways of thinking and efforts that can bring you massive action and new results. Because chances are, I'll bet you're not getting those results now.

In fact, you're probably getting what you've always got. Because you're probably still doing what you've always done.

So back to the headline of the seminar: How do you build a consistent pipleine of new customer (or client) referrals?

You start by changing your thinking… and putting into practice approaches and techniques that have proven to work, time and time again.

It's not theory.

It's not some psycho-babble. It specific actions and steps that you need to implement in your business, TODAY!

I hope you'll check out the seminar, and post your comments here.

And I'll do my best to try to get some excerpts for a future blog post.