The first condition you need to meet before expecting referrals, is to have satisfied clients. According to the 2005 TARP study, customer satisfaction is essential to today's business climate. If a customer is unhappy, he or she will be sure to let at least another dozen people know about their discontent.
To keep your customers happy and your business running smoothly, here are a few tips on improving relations:
- Treat your customers the way they want to be treated, with respect and truthfulness.
- Get personal, learn about their family, profession and hobbies. It will come handy later on.
- Be flexible in answer to their needs. The words "company policy" should disappear from your vocabulary.
- Look beyond initial needs, anticipate and find solutions for possible issues that might arise.
- Deliver everything you promised. Deliver in time.
- Be consistent in your approach and service. Don't take your clients for granted.
- Convince them you want to be there for them ten years from now. This will set you up as a trustworthy, professional business-person.
- Maintain relationships through greetings, postcards, newsletters and phone-calls.
Now that you've served the clients at the best of your abilities, it's time to consider the next steps.
According to the same TARP study, satisfied customers don't spread the word around as much as we think they do. Over one year period, they will tell less than five people about you and your services. Therefore, for a higher turn-out, you need to take action,
- Ask your clients for referrals. This is such a simple method and yet it is overlooked. Don't assume your business needs are on your clients' mind. But if you ask them directly for a referral, they will be more than happy to help.
- Choose the right time. Ask for referrals when the clients are ready to accept helping you, specifically when you're sure that they're happy with what you did for them.
- Tell them how important referrals are for you. Especially if you have a very good relationship with your clients, they will certainly oblige.
- Don't forget to send thank-you notes. This small gesture will build good will and it will be so much easier to ask for a referral. But don't ask for referrals in the note, call them a week or so later.
- Offer incentives. Give prizes or offer lower prices for those clients who bring you new ones.
- Make it easy for prospects to learn about you. This is a very important aspect. They should be able to have quick access to information if they need to refer someone to you.
- Make referrals an integral part of your marketing campaign. Mention your need for referrals in postcards, letters, brochures, and newsletters. Once again, offer incentives. You can also ask for testimonials.
- You can get referrals by joining a networking group. Try out trade associations and professional organizations, as well as community service and religious groups, the chambers of commerce and charitable organizations. The people you meet will be important sources for referrals.
Referrals will make your business grow at a fast pace, bring good will and ensure you will remain a fixture in the real estate market for years to come.
