Chasing down ‘Rufurrals’
If you produce a product or a service, you are in sales. And there is no better referral than a “warm” referral.
ReferralResume.com defines a warm referral as follows: “a warm referral or introduction involves a personal phone call or visit where one takes the time to explain why they are making the introduction and why they believe there may be a good fit.” I would add email to the phone call or visit, as well as further defining the introducer as a friend, colleague, family member.
Often, a “warm referral” comes from someone who has used your product or service and had a positive experience. For the receiver of the referral, there is comfort in knowing someone they likely respect has provided an implicit or explicit endorsement. There is certainly less perceived risk in purchasing a product or service someone you know uses. So, the real question for any company is how to increase the flow of “warm” referrals.
There are many approaches to broadening your client/customer/donor base. But, none as easy as receiving referrals sent from others outside your business. When capturing this type of referral, the real question for the company is how to turn the referral into a closing and how to best acknowledge the party that made the referral. Warm referrals save you advertising dollars, time, and expense. With those savings, you really should have a response, whether formal or not.
Thank you notes, particularly those hand-written, are never out of style. Everyone appreciates being thanked. Everyone appreciates when their efforts, unsolicited, are noticed. And, everyone appreciates a small token of gratitude for their efforts. So, take some time and identify first where your warm referrals can come from and second, how to reward those referrals. Some companies will have formal reward programs, based on earned points per referral, which result in a free product, service or a discount off said product or service. Only you can truly identify what is best for thanking your referrals, where you obviously do not lose money. Never underestimate the impact of promotional items as a thank you. Who doesn’t love a good free pen? It is something we can all use.
One of the most important aspects of receiving a warm referral is to acknowledge it. An unacknowledged referral may be the last referral you ever receive from that person, especially if it results in a closed sale for you. Do not take for granted those referrals. And, at the very least, be courteous and thank them with a note, email, phone call. Sometimes, we all just need to feel that our efforts result in a positive outcome and someone has truly appreciated that we took the time to endorse their business. This also should be applied to the person who asked for the referral and received it and followed up with a purchase. If your life has been made easier by a friend’s referral and you enjoy the product or the service, say thank you. After all, they saved you time in researching and likely provided you with an outcome much quicker than if you had tried to find it on your own.
When chasing down a “rufurral” like our Canadian Barbet friend, Tuesday, in our Blog Photo, remember someone likely pointed you in that direction. Take the time to at least acknowledge that person and their effort. In the end we will all be rewarded with a positive outcome (except perhaps that squirrel up the tree).
Be well.
