By Referral Only—Ask and Ye Shall Receive

Hands-down, the most economically effective marketing strategy is referral marketing. It doesn’t cost you a penny, nor does it involve anything more than simply doing what you do best—taking care of your customers. Okay, maybe there’s one more thing it takes—the part where you actually ask for referrals. (Yes, you have to ask for referrals.)

Are you cringing yet? Do you hate the idea of asking for referrals? Does it make you feel "icky" to blatantly ask someone to refer you or your business? It shouldn’t. It doesn’t have to be that difficult. You’re asking for their help, not unfettered access to their contact list. Many people are more receptive to the idea of helping you build your business rather than "selling" you or a product.

What’s the key to getting good referrals without the icky “please sell for me” factor? The first thing to keep in mind is in the actual asking. The more specific you are about who and what you’re looking for, the more emphasis you put on "helping" you. The more selective you are about the type and quality of referrals you want, the better response you’re likely to get.

Paint a picture of whom/what it is you’re looking for. Give the person you’re asking all the information they might need to make good referrals (the short version, please… we’re all busy, after all). You don’t want them sending you someone who wants widgets when you offer gadgets.

The next thing to remember is to be clear about what you need your referrer to actually do. Do you want them to orchestrate an introduction? Do you just want them to pass along your contact information, or do you want to make that first call? Do you want to be able to "name drop" as part of your introduction? Are you going to offer them up as a reference during that initial contact? Decide beforehand what it is you want to do with the referrals & let your customer know when you ask.

Want a great idea for helping to set the stage for requesting good referrals right from the start? If you’re a solo professional, try adding the phrase “By Referral Only” on your business cards and/or stationary. This one little phrase says it all. It says you work solely by referral and eventually, you’re going to ask for them. It also implies an air of selectivity or exclusivity that many people find appealing. It lets them know you only work with select clientele; that your business thrives on the reputation and relationships you build from that clientele. For many people, it’s that relationship; that trust in your integrity; that gives them the confidence to open their contact list to you.

About the Author: Sandi Johnson is the Founder of Virtually Yours, LLC, a Virtual Assistant practice specializing in supporting creative professionals by taking over the administrative tasks sucking up their time & blocking their creative energy, thus enabling them to once again pursue their passion with zeal. Sandi is a member Virtual Assistant Chamber of Commerce, as well as managing editor for the Technology section of the VACOC’s weekly ezine, Gritty Business Buzz.

Copyright © 2007-2008 Sandi Johnson, Virtually Yours, LLC; all rights reserved. You may print this article for personal use, or republish it only if it is left unaltered in its entirety, with all links made active. If published, please email the author with a link to the article. Contact the author directly for other permissions.