To control the quality of referral you want your referral program to generate, you need to take the following steps:
Step One: define the type of referral you want your referral program to generate. What characteristics do you want to target? Do you want people in specific positions (e.g. business owner or director of marketing)? Is it people or companies at specific stages of their career or business life cycle such as someone approaching retirement or a business owner preparing to sell his or her company?
Step Two: Craft questions you can ask clients and centers of influence to help you identify people in their networks who meet these characteristics. If you are targeting business owners, then be attentive in your client conversations and listen for people who are business owners. When talking about a friend, ask about what the friend does professionally. A little bell should ring in your head when a client identifies someone who meets your target characteristics.
Step Three: As you engage in conversation about that person you can add, “Is that someone I should meet?” or “I was wondering if I might be helpful to them.” Now you are in position to learn more about them and assess how well they meet your target characteristics. If they do, then all that is left is to get agreement on a method of introduction.
To learn more about how to control the quality of referral your referral program generates, write to info@referralmastery.com or visit www.referralmastery.com
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