Six Parts Of A Referral Based Business (part 2)

 This is the second part in the 6 part series on how to build a referral based business.

Are You Referable?

Imagine walking into a mechanics shop to get work done on your car. In fact, the only thing you wanted was to get your oil changed. Changing the oil on your car is not difficult, but it can be messy and time consuming. For many people it's easier and quicker to have the professional just do it for you.

But what kind of service are you going to get? Just about any mechanics shop can change your oil. What really sets THIS mechanic shop apart that makes you want to refer it to others?

If you can answer that "what makes you special" question - that's a referable business.

I use to get my oil changed at one specific shop. I would literally travel 30 miles out of my way to get my oil changed. Why? Thy were referable. Every time I went in to get my oil changed they had 3 over the top bonuses for me:

1. Their waiting room was clean and orderly
2. They had a FREE popcorn machine stocked with fresh popcorn 
3. They had a FREE soda pop fountain machine (with 10 oz. complimentary cups)

It wasn't a lot, but it was more than most other shops do.  And it made them referable.

What was the real cost for them in offering the popcorn and soda pop? Perhaps $5 a day. But how much did it make them? I was a client and I regularly referred other people. And when they said I should rotate my tires or do any additional work on my vehicle - I just gave them to "ok" and they got it done. So not only did I refer them, they also got me on a number of up selling and cross selling items.  And I was happy about it.

The Ugly Truth

If you aren't referable, if you don't offer exceptional value or an exceptional experience, why should I refer you? I won't. And neither will anyone else.

Ideas to think on

Since you want to build a referral based business you need to think about how to set yourself apart.  Perhaps you're the CPA who does a great job... and has your clients car detailed while they meet with you.  Perhaps you're the office supply store who always has the same rep contact the client and follow ups with special money saving offers.  And perhaps you're the auto mechanic who offers free popcorn and a fountain machine.

If you aren't referable - you need to become referable.  It's the little things that matter most.  It's those little differences that set you apart.  What set's you apart?

Once you identify what really sets you apart cling to it.  Make it the biggest part of what you do. Put it in all your advertising, public relations material, and on your website.  Communicate it to all your clients.  Make sure your entire staff can clearly communicate it. 

If you want help becoming more referable please contact me - I can help.

See the rest of the series: Part 1, Part 2, Part 3, Part 4, Part 5, Part 6

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