SAY ONE THING, DO ANOTHER

Recommendations and referrals are great. They are also rare. Actively seek introductions. Then sell, close and serve.

SEEK. SELECT. SOLICIT. SECURE. LIKE. SHARE.

Barry Urquhart

Marketing Focus

M: ?????? 041 983 5555

E: ?????? [email protected]

T: ?????? (08) 9525 3355

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SAY ONE THING, DO ANOTHER?

It is a myth.?

The common refrain, 80% of my business is from recommendations and referrals has questionable credentials. Reality reveals that life-rules seldom apply to the 80:20 Rule.?

Less than 10% of existing and long-standing clients and customers initiate unaided recommendations. Unprompted referrals typically number below 20%. Post- purchase surveys which question customers whether they would or could recommend the service provider, its people, brands, products and services can be misleading. A positive predisposition to recommendations does not ensure resultant actions.?

It is however a good and relatively accurate indicator of the respondents making return visits and concluding transactions. The probability of such is enhanced with personal and punctual follow-ups.?

Therefore, all is not lost. Follow-ups and follow-throughs, with expressions of “thank you” and endorsements of the purchase decisions made are the pillars of ongoing, sustainable, mutually rewarding relationships.

AND ANOTHER THING?

Important in any discourse is the enquiry of whether anyone had expressed interest in the recent acquisition and if the purchaser would be happy to introduce that person. Asking the right question counts.?

Introductions are more readily acceptable than recommendations. The latter has implied accountability and responsibility. A related poor customer experience could, and often does, have negative consequences for those who recommend and those who are influenced by such. Understandably, individuals are hesitant.?

TALE THE FIRST STEP?

An introduction can be the sharing of contact details. Do not hesitate to initiate interactions, online, by phone or in person.?

An agreeable, assuring opening statement:?

??????????? “……. suggested that I introduce myself, my business, products and services”.?

In many instances, the door is slightly ajar. Now, close the deal.?

ABIDE BY THE RULES?

Certain rules apply in relationship marketing. First, beware of and recognise certain myths. Question the 80:20 rule. Then…?

·???????? Accept, but don’t expect unprompted recommendations.

·???????? Likewise, referrals.

·???????? Initiate timely post-purchase follow-ups.

·???????? Enquire about expressions of interest.

·???????? Ask for introductions – they are obligation-light.

·???????? Advise introducers of success, and express gratitude.?

In short, ask and ye shall receive, thankfully. It is imperative that these philosophies, policies, practices and beliefs be inculcated among all team-members.?

Remember to be:

??????????????????????????????????? DISCIPLINED

??????????????????????????????????? STRUCTURED

??????????????????????????????????? METHODICAL

??????????????????????????????????? PERSONABLE

??????????????????????????????????? GRACIOUS

??????????????????????????????????? COURTEOUS?

Barry Urquhart

Marketing Strategist

Marketing Focus

M:??????? 041 983 5555

E:??????? [email protected]

W:?????? www.marketingfocus.net.au