Rollin' in Referrals: How to Drive Referrals Through The Roof


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In a majority of businesses, referrals are the least expensive and most effective source of new leads. In fact, in a survey we conducted, over 61% of nearly 1000 small businesses said that referrals are their most effective lead generation source. Asking your customers to tell their friends, family and colleagues about your business is one of the easiest marketing tools you can use to boost your revenue and maintain lasting relationships with your customers.

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Rollin' in Referrals: How to Drive Referrals Through The Roof

  1. 1. Rollin’ in Referrals: How to Drive Referrals Through The Roof Presented by Tyler Garns Director of Marketing, Infusionsoft@tylergarns
  2. 2. Get out a blank piece of paper & a pen Draw line down middle vertically On the left you’ll take notes On the right you’ll write down insights about your OWN business On the back, we’ll do an exercise@tylergarns
  3. 3. Do you have a referral strategy? “I don’t advertise. All my business come from word-of- mouth” is NOT a referral strategy It means you’re doing a good job making customers happy, but most likely, you can harness referrals in a more systematic way@tylergarns
  4. 4. Referral Strategy (write this down) A good referral strategy involves FOUR important components WOWing customers Systematically requesting referrals Systematically giving your customers a way to refer It’s about REPUTATION, not compensation@tylergarns
  5. 5. WOWing Customers It doesn’t start after the sale Every interaction before AND after the sale contribute to the feeling of WOW Overdeliver on the promise to make them happy (EVEN IF THEY DON’T BUY)@tylergarns
  6. 6. Silverton, CO - 4th of July@tylergarns
  7. 7. Ice Cream Shop@tylergarns
  8. 8. @tylergarns
  9. 9. We were WOWed & became happy customers@tylergarns
  10. 10. Systematically Requesting Referrals Find natural, already existing touch points to request referrals Then, make it happen automatically If you have sales reps/support reps - incentivize them for collecting referrals (hint: they do what you pay them to do)@tylergarns
  11. 11. Systematically Give Customers a Way to Refer Overcommunicate to your customers how they should give you referrals This should be included in just about every communication where it feels natural In your email signature, at the bottom of all follow up emails, on your postcards, on all direct mail, in the recorded message people hear when they’re waiting on hold, when you finish a call with a customer, etc.@tylergarns
  12. 12. If you don’t create a system for generating referrals, it will never become a sustainable, dependable source of revenue in your business.@tylergarns
  13. 13. It’s about reputation, not compensation Sure, people like to get a little spiff if they refer, but they’re much more concerned about what their referral will think of them after they refer You want to set them up for an ego-boost after they refer The ego-boost creates a desire in them to refer more People are more altruistic than you might think - give the referral something as well (it also strokes the referrers ego - “I can get you a hookup”)@tylergarns
  14. 14. Typical Customer Lifecycle Generate Interest Sell, Sell, Sell Get New Customers Sigh Of Relief Go Do It Again Problem: 3 Holes In Your Funnel@tylergarns
  15. 15. Holes In Your Funnel Hole #1: Lost Traffic Hole #2: Lost Leads Hole #3: Lost Customers@tylergarns
  16. 16. When this happens, people make a HUGE mistake Most people focus solely on the top of the funnel (traffic) Meanwhile, stuff is pouring out of the holes in the bucket Focusing on referrals is one of the ways to make effective change@tylergarns
  17. 17. Referrals are your most cost effective way of driving qualified traffic@tylergarns
  18. 18. Framework for Strategy:The Perfect Customer Lifecycle@tylergarns
  19. 19. Let’s create your strategy Turn your paper over (make a quick sketch of the customer lifecycle - funnel, $, arrow) Where is your biggest opportunity Do you have more traffic, or more leads, or more customers, or more partners to work with? Where is your second biggest opportunity? Write those both down@tylergarns
  20. 20. Let’s see examples in each of these areas? Leverage your traffic for referrals Leverage your leads for referrals Leverage your customers for referrals Leverage your partners for referrals@tylergarns
  21. 21. Leverage your traffic Make it easy to share,, GetSocial, Embed Facebook comments (there are Wordpress plugins, widgets, etc) - Facebook is the best referral machine ever invented Use Google +1 on your site Offer great stuff - ask people to share it - make it easy@tylergarns
  22. 22. Leverage your leads After people opt-in, offer them a bonus, require referrals Example - Master of the Moment@tylergarns
  23. 23. @tylergarns
  24. 24. @tylergarns
  25. 25. Another example Initial offer Create further engagement Request referrals for more bonus material@tylergarns
  26. 26. Leverage your customers Post-sale bonus Find the point of climax (referring to the WOW factor) and ask for referrals then Ask for referrals in order to get a discount on your next upsell Ask for referrals after sending a customer satisfaction survey (only to people who say they were satisfied)@tylergarns
  27. 27. Example: Heating & A/C Business They’ve crafted a perfect customer experience that culminates in a request for referrals@tylergarns
  28. 28. Heating & Air Conditioning@tylergarns
  29. 29. @tylergarns
  30. 30. Leverage Partners Many people do partnerships wrong It shouldn’t be like playing catch - “I’ll throw you a lead, you throw me a lead”.@tylergarns
  31. 31. Leverage Partners What if your partner doesn’t build a system? He’ll only send leads occasionally. What if you build a great, profitable relationship around a partner and then that partner goes out of business, sells, the business, or dies?@tylergarns
  32. 32. Leverage Partners Find a handful of committed partners that have complimentary businesses (and their target market is the same as yours) Build your referrals offers DEEP into each others businesses Make sure the referral engine is part of the standard operating procedures Make sure partners are compensated enough to be motivated to drive business for you@tylergarns
  33. 33. If you do all this right... ....You will build a referral engine that feeds you good leads every day without you having to do much.@tylergarns
  34. 34. Poll: How much more revenue? $1,000 $5,000 $10,000 $25,000 or more@tylergarns
  35. 35. How do you put all these strategies in place? One step at a time Build the system (don’t include yourself in the system or you won’t be able to implement the next one) Use web-based automation tools to automate as much of the work as possible@tylergarns
  36. 36. What is Infusionsoft? If you combined ACT!, 1ShoppingCart, Aweber,, ConstantContact, and Outlook - you still wouldn’t have Infusionsoft. Infusionsoft is less expensive than adding all those thing together, and it has some secret sauce (hint: automation) that you can’t get anywhere else. #1 Marketing Automation solution for small business, used by 6,000+ businesses and many gurus.@tylergarns
  37. 37. The beauty of the all-in-one system@tylergarns
  38. 38. Who is Infusionsoft for? Professional Services: Other Services: Doctors, Lawyers, Landscaping, House Real Estate, Insurance, Cleaning, A/C etc. Repair, Pest Control, Martial Arts, Dance Online Retailers Info Marketers & Widgets, Accessories, Internet Marketers Camping Gear, etc.@tylergarns
  39. 39. Questions Through today only - get a free consultation on how Infusionsoft can help you drive more referrals Call 866.800.0004 ext.1 Or call your Infusionsoft sales rep@tylergarns