Should You Expect Referrals?

By Daryl Logullo | September 15, 2007 | Popularity: 5% | 240 views

Scott Kramnick wrote a book called "Expecting Referrals," published in 1994. It's long been in my collection, but I never really read it until recently. Here's why… I enjoyed the read (as I do any work on referrals). It got me thinking much deeper about referrals, as related to relational marketing.

Notice I say relational.

One of the issues he raises in the book–and one that I have long professed–is that "superior service" has questionable value proposition.

At least it wasn't a competitive advantage back in 1994. It certainly isn't today… and it won't be 20 years from now. Why? Because superior service has become an expectation of people in today's insanely impatient world.

Imagine this: If providing superior service truly set you apart, people (and their referrals) would be beating an instant path to your door. But that's not happening consistently, is it?

Kramnick raises the point, "Demonstrate your ability, show integrity and treat others with respect, sincerity and loyalty… and then [referrals are the result]…"  my emphasis added.

That's an excellent thought. I would, however, disagree. Frown 

The bigger issue he's driving at is making what I term "deposits" into a "trust bank" with the client. And truly relationships centered on trust are at the core of this principle.

But simply "expecting" referrals (as the book is called) to result from this?

That's both overoptimistic and naïve, in my view.

If the name of the referral-game in your mind is to create frequent and consistent introductions to others for yourself–and more referred business– then just 'expecting' referrals may break your heart. Why?

Because at a bare minimum, you'll be waiting as the world passes you by each day with its own self-contained concerns.

You must work towards being active in the referral generating process.

True, superior service is an element of this. But it is certainly not the foundation of consistent word-of-mouth.

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