Client Referral and Post Sale Marketing

Increase your BEST Customers – How to Generate Better Sales Leads Client Referral and Post Sale Marketing Adam Kemerer Sr. Manager, Marketing Operations

Why Focus on Referrals?
What are Referral Programs?
Who to Target?
When & How to Ask?
How to Manage Your Referral Program?
How to Introduce yourself to Referrals?
Questions Welcome Anytime
Agenda

Better Leads – why?
Built on TRUST
Referred prospects are already more comfortable dealing with your agency
Less price sensitive

Word of mouth is a top info source
Little or no cost to implement a referral program

What are Customer Referral Programs?
Marketing programs which generate new customers from existing customers

ASTA reports that the vast majority of new leads come from referrals

Referrals are a powerful growth strategy because each referred customer can become a referrer too

“ What builds his business is word of mouth along with some direct mail.”
Steve Marinkovich,
Admiral of the Fleet Cruise Center
Cruise Week, April 2010
Cruise Week Testimonial

Who to Target?

Get all your satisfied customers to refer others
Happy customers typically tell 2 others of their experience
Unhappy people typically tell 10
Who to Target?

You need to motivate your happy customers to get them out of neutral!

“ Influential” types of people represent 10% of all adults and are most engaged with others
Active People Who are Connected
People with Impact
Trendsetters
Do you know any of these people???
Which Customers are Likely to Refer?

Which of Your Customers generate referral business for your agency?
Which Customers are Likely to Refer?

When to Ask for Referrals?

Immediately After the Initial Sale
Pre Departure Check-In
Post Holiday
When to Ask for Referrals?

Example 1
“ Hey John, by chance would you know someone who could benefit from my services?”
John says “Well, not off the top of my head, but I’ll keep thinking about it.”
How to Ask for Referrals?

Example 2
“ Mary, you’re a member of the Chamber of Commerce, right?”
Mary responds, “Yes, I am.”
“ Is there anyone there that could benefit from my services? Maybe one or two people you’ve known for awhile?”

Creating a narrower frame of reference allows your customers to ‘visualize’ potential referrals for you

Just Ask
Tell-a-Friend
More Referrals, More Rewards
Three Sample Referral Programs

After closing a sale ask for referrals
Simple but it can work! Why?
You’ve provided services with a high degree of satisfaction
You’ve asked for the referral at the point of maximum impact – a customer interaction that ended positively
Privacy concerns
1. Just Ask

Enable customers to offer special discounts to their network
Create “Tell-a-Friend” cards which contain the referrer’s name plus a special coupon
2. Tell-a-Friend

The more your customers refer, the greater the rewards, for example:
Your customers earn $25 in travel credit for each new traveler they refer
The new traveler receives $25 savings off a trip
Your customers can earn $50 in travel credit beginning with the 5 th referral in a calendar year
Record-keeping is crucial for this kind of program
3. More Referrals, More Rewards

Now what…..???
Different expectations
Pre-vetted
Inclined to like you
Credibility
Remember….How you treat your referral will get back to your client
Congratulations! You’ve got a Referral!

Mention the referrer by name
Reinforce your expertise
Highlight any discount you are offering
Introducing Your Agency to Referrals

Dear Linda Jones,
I would like the opportunity to introduce myself and my agency to you. One of your colleagues, Tracy Stevens, mentioned you were interested in setting up a family reunion trip.
As you may know, I recently organized a family reunion for the Stevens family on a Holland America Cruise, and specialize in this sector of travel.
I would be happy to meet with you at your convenience and to offer you a $100 savings coupon because you referred by Tracy. Please call me at 703-740-7311.
Best regards,
Betty,
Air N Lite Travel
Introducing Your Agency to Referrals

Clients are your business, so stay in touch with them all year long
Demonstrate your appreciation in visible, memorable ways
Write letters or send postcards welcoming clients home from their vacations
Remember their birthdays
Send holiday or seasonal greetings
Thank Your Clients for Referrals

Thanking clients doesn’t have to be expensive
Just make it genuine and personalized to them
Thank Your Clients for Referrals

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Client Referral and Post Sale Marketing

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