Ask most designers how business comes to them and they’ll say, “Referrals.” Referrals are great. They call you. They’re ready to buy. They usually have pre-established trust because of a third party endorsement. What’s not to like?

There are two ways to deal with referrals. You can sit at your desk and wait for the phone to ring, or you can get a bit proactive and take steps to generate referrals. Although many a designer chooses the former, you’ll be better off going with the latter.

So, how does one go about generating referrals? Glad you asked, because that’s what this post is all about.

First off, you need to stay visible. The hard reality is that, although a client may be all over you during the course of a gig, when it’s over they tend to forget about you until they need you again. So, it’s important to do all the stuff I’ve been writing about for the past several months – work your p.r. mojo, do some mailings, network, create an e-newsletter and/or blog, send out tip sheets and such.

Leverage the power of the Web. Consider tapping into sites like LinkedIn, Jigsaw and Spoke to identify prospects. Once you’ve identified and qualified them, give some thought as to which of you clients might know some contacts in your prospects’ companies. Use the concept of six degrees of separation to your advantage.

Ask for referrals. The best time to do this is at the end of a successful project. Your client is all jazzed up about you and your wealth of talents. Consider sending out a follow up survey or simply pick up the phone. You can ask what went well and what could use some improvement. You can also ask if they know of someone else who could benefit from your services. This tactic also can land you some useful information about how to hone your process and maybe a testimonial or three.

Finally, think rewards. When a client or associate sends you a referral, let them know you appreciate it. Send a [handwritten] thank you note. Maybe send them a restaurant gift card or even a referral fee or discount on their nex project.

It might not happen overnight, but doing these easy, simple things will help generate referrals over time. But remember, referrals are only one part of your overall marketing program. Keep up with the other stuff to ensure the phone keeps ringing.

Until the next
Marketing Minute
all the best,
nt