Loyalty and referrals are the lifeblood of any sales professional. They help you generate repeat business, reduce acquisition costs, and boost your reputation. But how do you build loyalty and referrals from your customers? Here are some tips to help you create lasting relationships and grow your sales.
The first step to building loyalty and referrals is to know your customers well. This means understanding their needs, preferences, goals, challenges, and motivations. You can do this by asking open-ended questions, listening actively, taking notes, and doing research. By knowing your customers, you can tailor your solutions, communication, and follow-up to their specific situations and expectations.
Do what is best for the customer at all times. Not what is best for YOU… Help them like you would want to be helped. Treat them like human beings. Show and prove that they can trust you and that their problems are your problems. You actually have to genuinely care about people and be passionate in helping.
An example in my own business is that when I follow up, under-promise and over-deliver those clients came back again and again. Knowing the needs of your customer is very important.
Focus on building strong relationships with your customers. Take the time to understand their needs, preferences, and pain points. Show genuine interest in their success and well-being. Regularly engage with them through personalized interactions, follow-ups, and customer appreciation initiatives.
We are often thinking too much about our solutions, but ultimately knowing your customers centres around 'what would this happen champion your solution or product?'. Are they seen as an innovator internally, are they looking for a promotion or have they been challenged as part of their development to show initiative. Knowing the motivations of your customers and particularly your champions (i.e. the people who sell for you when you are not there), will help you craft the best message and provide them with ammunition to get a positive outcome and create a win/win.
Before contacting the prospect, I do a good research containing some essential requirements to qualify or not my lead. I see if my lead's industry fits the solution we were able to deliver to him, I assess whether I can identify any gaps in their operation before making the first contact, which helps me to already create a pain trigger, and I see if the ICP can generally be qualified
The second step to building loyalty and referrals is to deliver value and quality to your customers. This means providing solutions that solve their problems, meet their needs, and exceed their expectations. You can do this by demonstrating your expertise, showing the benefits and outcomes of your products or services, and offering guarantees and warranties. By delivering value and quality, you can increase customer satisfaction, trust, and loyalty.
I would be a little more specific here. Giving value is not just done through the product/service as many people would think. Value could be defined as anything that is useful or helpful to your prospect. Value can be also: -Hearing some one out, and really lsitening -Giving tips and advices -Giving a memorable/entertaining experience throughout the sales cycle. Sometimes proper communication is so strange for people, that just by properly communicating (listening and talking) can in itself be of significant value to your prospect.
The third step to building loyalty and referrals is to stay in touch and follow up with your customers. This means maintaining regular contact, providing updates, asking for feedback, and showing appreciation. You can do this by using various channels, such as phone, email, social media, or newsletters. By staying in touch and following up, you can nurture customer relationships, address any issues, and create opportunities for cross-selling and upselling.
Ask for feedback from clients on how they feel your firm is doing on a regular basis. Surveys, reviews, or direct talks can be used for this. Actively hear what they have to say, take care of any problems or issues right away, and keep improving depending on what they recommend.
I believe the best way to stay in touch and follow up is giving a random call to your customer. Saying like "I was just thinking about you, and thought to call you up to ask how you been?" It's little but it goes a very long way. Or dropping by their office to say hi because you were passing by. In these followup interactions you can address concerns or issues that are coming up, and also ask for referrals if you haven't already.
Some of the best business I have received has been from lost opportunities. After losing a deal to a competitor, I have always followed up twice a year to check on A. The progress of the deal and B. If what they were promised has been living up to expectation. The idea is not to hope they made a mistake, but congratulate the client for making the best decision for themselves AT THAT TIME. This has kept me front of mind with the client when renewal or other opportunities in other departments have surfaced.
The fourth step to building loyalty and referrals is to reward and incentivize your customers. This means recognizing their loyalty, celebrating their achievements, and encouraging them to refer you to others. You can do this by offering discounts, coupons, freebies, gifts, or loyalty programs. By rewarding and incentivizing your customers, you can show your gratitude, strengthen your bond, and generate more referrals.
Did you know that most of your customers will give you referrals even if you offer nothing in exchange? That is the case if you have managed to build a good relationship with your customer throughout the sales/delivery process. People just like to be helpful, they will likely provide you referrals if you just invite them for a coffee as an exchange.
This bit gets tricky. We have to keep in mind our antitrust and bribery training provided by our stellar HR and legal departments. Some of the better rewarding opportunities I have experienced with customers involve meals without alcohol. Taking a customer to lunch or sponsoring a cookout in the customers parking lot to feed their whole staff are winning examples of breaking bread together and celebrating shared achievements.
The fifth step to building loyalty and referrals is to ask for referrals and testimonials from your customers. This means requesting them to share their positive experiences, recommend you to their network, and provide you with written or video testimonials. You can do this by timing your request, making it easy, providing guidance, and expressing your appreciation. By asking for referrals and testimonials, you can leverage your customer's word-of-mouth, social proof, and credibility.
Create a referral programme that pays clients who refer other customers to your enterprise. Offer enticements like savings, gifts, or special access to events. By offering consumers referral cards, special referral URLs, or social sharing buttons, you may make it simple for them to recommend you to others.
Don't overcomplicate referrals in B2B If you have a relationship with your customer a question as simple as: Do you know any of your peers who could also use something like [insert your offering]? ?? has opened a ton of doors for me Look at your customers' LinkedIn connections, see if they are connected to any target prospects and ask if they are open to referring you You may only be an 'ask' away from a new opportunity
The sixth step to building loyalty and referrals is to provide value-added content to your customers. This means sharing useful information, tips, insights, or resources that can help them achieve their goals, solve their problems, or learn something new. You can do this by creating blogs, podcasts, videos, ebooks, or webinars. By providing value-added content, you can position yourself as an authority, educate your customers, and keep them engaged.
Also, showcase uplifting comments, endorsements, and customer success tales. Showcase how your goods or services have helped others by using social media, your website, or marketing materials. Social proof can promote recommendations and assist establish trust.
Typically people are always sharing content from their own business, i.e. information provided by their marketing team. It's always important to show breadth in content that's industry wide and from different areas. It drives much better engagement with prospects and current clients.
Add as much value to their lives as possible, even if it’s outside of your sales position. Help them solve unrelated problems, this will establish you as a helpful and caring person. No one cares how much you know until they know how much you care
There is nothing more powerful than a referral because it's someone else who is 'selling' you. This goes a long way in establishing trust, building credibility and in turn reducing the number of hurdles in your path. Under promise, over deliver and don't be afraid to ask for that referral ??