Tips of the Trade: “Getting Referrals”
Our vehicle was simple but effective: a bright red, oversized Chinese takeout box filled with chocolates, to which we attached a custom card thanking the clients for their business and asked them to refer us to any friends or associates they knew whom they felt might be a good fit for our services. We included a self-addressed response card to make things easy, and delivered the package by hand on Valentine’s Day.
Of the 12 we sent out, we received six back: a 50 percent return! Of the six cards we received, we got 12 referrals. We cultivated eight relationships and closed about $160,000 in business within the next two months. Our cost [was only] $330, which included messenger services to deliver each package.
The lesson? When you’re good, business will come to you. But that doesn’t mean you have to stop going after it yourself. Ask, and you shall receive.
Give chocolate, and you never know what might happen!
Excerpted from “Quick Tips from Marketing Mentor”, a free e-mail newsletter published by Hoboken, New Jersey-based consultant, Ilise Benun. Benun is also the author of “Stop Pushing Me Around: A Workplace Guide for the Timid, Shy and Less Assertive” and founder of Marketing Mentor, a one-on-one coaching program for small business owners. For more information, visit www.marketing-mentortips.com.