This week’s blog post comes from Bill Cates’ newsletter, the Referral Minute (I encourage you to register for it as well since it contains many useful tips). I liked the idea so asked Bill’s permission to reproduce it here so you could also benefit from it.
I just conducted a special referral boot camp for a group of about 50 highly-successful financial advisors (I mean highly successful). One of the advisors shared what he does to generate a steady flow of referrals from his “A” clients.
This advisor turns his clients into Word-of-Mouth Machines by providing them with a continual flow of shirts, umbrellas, and other high-quality, utilitarian items that his clients use on a regular basis. He told the group that “a $50 shirt is a small investment to get your clients to let others know that they are using you.”
I’d like to add emphasis to the words quality and utilitarian. If the items you provide to your clients do not meet both criteria, you are probably wasting your money.
This advisor has created a “culture of referrals” among his clients. They love the work he does and are happy to spread the word in a low-key, easy way.
Isn’t it true that IF we get something from a company, we hardly want to use it because the item SCREAMS “I’m a billboard”?
How does it apply to your organization? What do you give away and will people be proud/happy to use or wear it? Or will they throw it away as seen as they return home?
To your success !