As a photographer, you know how valuable referrals are for your business. They can help you attract new clients, build trust, and increase your reputation. But how do you follow up effectively with your referral sources and show them your appreciation? Here are some tips to help you create a referral system that works for you and your network.
Your referral sources are the people who recommend you to potential clients. They can be your past or current clients, your friends and family, your colleagues, or other professionals in your industry. To follow up effectively, you need to identify who your referral sources are, how often they refer you, and what kind of referrals they provide. You can use a simple spreadsheet or a CRM tool to track this information and segment your referral sources by categories.
From a photographer's perspective, the best referral sources are those that have experienced your service. Assuming you are good at what you do these clients will become your 'raving fans' and will use their new images which in turn can lead to referrals. You might consider encouraging them to post on social media (dependent upon the type of image, of course) including Facebook, Instagram and LinkedIn. Will someone refer you if they haven't used your service? Yes, it's possible. For instance, this can happen if someone sees your work, or perhaps you're part of a networking group such as BNI? However, someone that has experienced your service first hand is much more likely to remember you and refer you to others.
Depending on your relationship with your referral sources, you can choose different ways to follow up with them. For example, you can send them a thank-you email, a handwritten note, a phone call, or a personal visit. You can also use social media to acknowledge their referrals and showcase your work. The key is to be genuine, timely, and consistent in your follow-up. You want to show your referral sources that you value their support and that you are grateful for their trust.
One thing many of us don't do well is to 'educate' our referral sources. What I mean by education is for your referral source to understand your ideal client profile, the services/style of photography you offer, and your typical fees. By meeting with your referral source and discussing these elements they will be better informed when discussing you with others. A good referral partner will be able to provide you with pre-qualified opportunities. For example, if a potential referral client only has a budget of $100 but your typical fee is $500 or $1000 maybe this prospect is not a client for you. Your referral partner can set the expectations before you get involved.
Another way to follow up effectively with your referral sources is to offer them some incentives for their referrals. This can be a discount on your services, a gift card, a free session, or a referral fee. You can also create a referral program that rewards your referral sources for each referral they make or for reaching a certain number of referrals. The incentives should be relevant, attractive, and easy to redeem. You can also customize them based on your referral sources' preferences and needs.
One of the best ways to follow up with your referral sources is to ask them for feedback and testimonials. This can help you improve your services, showcase your results, and generate more referrals. You can ask your referral sources to fill out a survey, write a review, or record a video testimonial. You can also ask them for permission to use their feedback and testimonials on your website, social media, or marketing materials. This can help you build social proof and credibility for your photography business.
If you are using a customer relationship management (CRM) system to manage your business then you can automate the process of asking for Google reviews or testimonials. Also, think about creatng a simple questionnaire that gathers the information you need for a good testimonial... for example you may wish the client to talk about how your session made them feel, or perhaps whether they had an anxiety before the session, and how did it turn out... Make sure you get permission to repost the testimonial and to use one or more of the best images in your portfolio if possible.
Finally, you need to keep in touch and nurture your relationships with your referral sources. You don't want to contact them only when you need something from them. You want to show them that you care about them and that you are interested in their lives and businesses. You can keep in touch by sending them newsletters, birthday cards, holiday greetings, or invitations to events. You can also share useful resources, tips, or insights that can help them with their goals or challenges. The more you communicate and add value to your referral sources, the more likely they are to refer you again and again.
The best and easiest way to do this is by mentioning the client who gave you the contact. You can also share some of the projects that you have done for your the previous client then give them a good and valid reason on how you will benefit their brand by you working with them