Get Your Best Leads From Current Customers - Part 2
Monday, February 9th, 2009 by StrategicDirectionThe best time to ask a customer for a “referral” is shortly after the purchase or installation. Why? According to our recent survey, this is typically when product satisfaction is at its highest. Make sure if you do get a referral you ask the customer for a warm hand-off. Ask them to make a phone call for you in order to set the stage for your presentation however if that’s not possible a well written email will suffice. If your customer can’t think of a referral at that moment in time, don’t give up. Keep pressing - sooner or later you’ll get a name.
Remember though, not all customers will provide good referrals - try to avoid:
1. Customers who have been difficult through the sales and negotiating process. Remember, like attracts like.
2. Customers who received a deeper than normal discount or special pricing.
3. Customers who have less than a stellar reputation in the professional community.
And if you get a good referral from a customer, thank them by doing something nice for them then ask for another name!
By the way - every company should have a formal referral program in place. Be creative and make it part of your culture.
