This document provides a worksheet to help businesses develop their referral process. It outlines the key steps in the referral process: getting potential customers to know, like, trust, try, buy from, and repeat buy from a business. For each step, the document lists common tactics businesses can use and prompts the user to describe what they are currently doing and could improve. The overall goal is to turn repeat customers into enthusiastic referral sources who will refer the business to others.

1. REFERRAL PROCESS Worksheet
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1. Describe in detail what your “Ideal Client” lookslike.
If your businessis B2Clistthingssuchas age, ethnicity,family situation,gender,income level,education
level,neighborhood,cartheydrive,schoolsattended,whatdothe read,whatsportsdo theyenjoy,
whatother sortof otherproductsdo theyown – type of car, type of house – activities,interests,
hobbies –how much do theytypicallyspendwithyou,how dotheypay(cash,credit,check,account)
everythingyoucanthinkthatdescribesyourverybestcustomers.
If your businessis B2Bcustomerlistthingssuchas: type of business,total revenues,numberof
employees,keyproductsandservices,numberof locations,majorcompetitors,keydecisionmaker,how
longinbusiness,howmuchdotheytypicallyspendwithyou,whatothersortof thingsdotheypurchase
on a regularbasis – everythingyoucanthinkto describe yourverybestclients.
Know Like Trust Try Buy Repeat
Identify
Ideal
Customer
Refer
Ideal
Customer

2. REFERRAL PROCESS Worksheet
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2. How do potential customers(clients,members) gettoKNOW youand your business?Write in
specificallywhatyouare currentlydoingandwhatyou can add to the mix.
 Referrals
 Ads
 Businesscard
 Networking
 Associations
 Clubs
 Communityinvolvement
 Charity involvement
 ?????

3. REFERRAL PROCESS Worksheet
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3. How do youcurrentlygetpotential customersto LIKE youand yourbusiness? Write inspecifically
whatyou are currentlydoingandwhatyoucan addto the mix.
 Brand
 Website
 Social media
 Blog
 Newsletter
 Office/building
 Reception/ greeting
 Appearance
 ???

4. REFERRAL PROCESS Worksheet
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4. What are you doingtohelppotential customers TRUSTyou andyour business?Write inspecifically
whatyou are currentlydoingandwhatyoucan addto the mix.
 Certifications
 Awards
 Degrees
 Clientlist
 Testimonials
 Guarantee
 Reputation
 ???

5. REFERRAL PROCESS Worksheet
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5. What are you doingtohelppotential customers TRYyou andyour business?Write inspecificallywhat
youare currentlydoingandwhat youcan add to the mix.
 Free Trial
 Small investment
 Beta Test
 Discounts
 Special offers
 Limitedtime
 Break up your offer
 ???

6. REFERRAL PROCESS Worksheet
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6. What are you doingto helppotential customersbecome real customersand BUY fromyou and your
business?Write inspecificallywhatyouare currentlydoingandwhatyoucan add to the mix.
 Special offers
 Discounts
 Customization
 Unique services
 Customerservice
 Terms
 Payment options
 ???

7. REFERRAL PROCESS Worksheet
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7. What are you doingtohelpfirst-time customers REPEATBUY fromyouand your business?Write in
specificallywhatyouare currentlydoingandwhatyou can add to the mix.
 Special offers
 Discounts
 Customization
 Unique services
 Customerservice
 Terms
 Payment options
 Loyalty programs
 VIP programs
 ???

8. REFERRAL PROCESS Worksheet
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8. What are you doingtohelprepeatcustomerbecome EnthusiasticReferral Sourcesfor youand your
business?Write inspecificallywhatyouare currentlydoingandwhatyoucan add to the mix.