From the previous post on the subject of "your best source of business," it is clear that referrals is the "best" source of business for those of you who posted, and I am sure for many who did not post.
Keep in mind that no customer owes you a referral, but you are in control of how you can get them from customers. Which is why I posted and asked how many had a formal program for getting referrals.
Let's face it guys, if referrals are your best source of new business doesn't it make sense to have a formal program to insure you are getting at least one or more referrals from every customer?
Keep in mind that a referral will generally call you exclusively when looking for a detail business because someone told them to call you. The close ratio for referrals is usually very high and does not involve much expense on your part, at all.
In fact, if a formal survey were taken I am sure it would reveal that more new customers are generated from referrals than from paid advertising. But that is not to say there is no benefit from paid advertising, there is, if you have done your marketing homework first and know where to advertise and what to say.
Referrals are a byproduct of providing a good detail service, at a reasonable price, which means "value." It is about value not price, remember that when ready to discount.
You depend on someone else for the referral, but you control the quantity and quality of the referrals you receive.
Remember, no one owes you a referral, it is voluntary on their part, so the key is "how do you get them to refer you to their friends and family?"
GIVE THEM A REASON
Never compare yourself to other detailers in the area. Your customer is not comparing you with another detailer. They judge you on the basis of anyone with whom they do business, not just another detailer. You are competing with their accountant, barber, favorite resturant, pool servicer, landscaper, etc.
You got to think beyond detailing. Your customers expect you to that well. That is why they came to you in the first place because you are a professional. A good customer does not intentionally go shopping for a mediocre service company of any kind.
There are factors that set you apart from others.
You have to shift your focus. You must strive to become the best detail company your customers have ever used. You must look at your detail service from the customer's poiint of view, not yours.
You know, of course, that detailing is only part of the total detailing experience the customer receives from you.
You can dramatically increase your referrals if you perform your detail service flawlessly.
You must perform the detail service without creating any uncomfortable or inconvenient situations. That is, for example, do not damage anything on the car, even if you replace it, deliver the car when you promise; get the stain out the customer asked about. Make every aspect of dealing with your company absolutely pleasant.
If you can perform this higher level of detail service, you customers cannot resist telling friends and relatives about you, in fact they will want to. Just like we tell friends when we eat at an absolutely great resturant. Did that this week. Had a great meal at a gourmet India resturant and have already told three of my friends who regulary dine out to go there.
REASONS WHY THE CUSTOMER REFERS YOU
You must understand why your customers will refer your detail business to someone else. They are:
1. They like you. If they believe you did a good job and feel you should succeed in business they will think their friends and relative will like you too. As mentioned above they feel good to pass on a "hot tip." If you are successful, they know you will be there the next time they need your service.
2. It is their job. Some customers are in a profession where their clients expect them to be able to provide good referrals. Realtors; architects, contractors, mechanics are often asked whom they would recommend for services. These professionals seek to find service providers then can recommend with confidence.
3. It is in their personality. Some people simply get pleasure being the "go-to gu" for people looking for help. They are always on the lookout for anyone who can provide top service. They work hard to develop a reputation for knowing who to go to. You know the type, you might even be one yourself.
4. They like rewards. These people will not go out of their way to pass on a referral unless there is a reward given. You need to have a "Referral Reward Program" in place designed primarily for this type of customer. Getting something from you is simply fun.
Usually a FREE wash and vacuum and tire shine application is all it takes.
Remember this, referrals do not just happen by accident as some of you indicated in your posts or at least it seemed like that. Somebody has to invest time and energy on behalf of your detail business.
You must understand then some of the motivations that people have for referring people to your business and if you do understand these motivations it will help you to appropriately encourage these customers.
ARE YOU A STARTUP DETAIL BUSINESS?
Referrals are a key source of business for a new detail business.
You do not have to have a large base of existing customers to get referrals. A person does not have to have used your service to refer someone to you.
That is where networking comes in. Join a business networking group and be sure to ask everyone you meet to pass "the word" out about your service. Give those in your group a business card with a FREE car wash and vacuum on the back.
Ask those in the group to give you business cards you can pass out to your customers too.
Of course, friends and relatives will want to help you succeed. Be sure they have all the marketing tools they need to make referring people to your company an easy chore for them. Now we are back to the Referral Reward Program. With close friends and close relatives and with influential businesses (Mercedes mechanic) offer a personal detail for referrals.
Some of the formal networking groups you can join are: BNI International; Le Tip and even the local Chamber of Commerce are key to join.
Actually detailers do very well as members of such groups.
Get involved with charitable groups and partner with them. A great way to get referrals.
You can arrange these with non-profit groups such as sports teams, charities or churches. Agree to donate a percentage of your income from any work the organization refers to you. And, for God's sake do not cheat them. Give more than they expect.
Can you imagine the potential of a 30 men football team trying to raise money for new uniforms or for expenses for trip to an away game, will have promoting your services?
And then the public relations you will get giving the group a check for $500 or $1,000 in the local newspaper.
ALWAYS SAY THANK YOU
As I have said, no one owes you a referral. This is really a gift from a satisfifed customer or from friends and relatives.
Be sure to send them or personally call them and say, "Thank you." It only takes a little effort on your part.
If you do not express sincere appreciation for the efforts others are making for you, the referrals will stop coming from those people.
Hope this helps you develop your own formal program and your own Referral Rewards Program.
Regards
Bud Abraham
DETAIL PLUS SYSTEMS
Keep in mind that no customer owes you a referral, but you are in control of how you can get them from customers. Which is why I posted and asked how many had a formal program for getting referrals.
Let's face it guys, if referrals are your best source of new business doesn't it make sense to have a formal program to insure you are getting at least one or more referrals from every customer?
Keep in mind that a referral will generally call you exclusively when looking for a detail business because someone told them to call you. The close ratio for referrals is usually very high and does not involve much expense on your part, at all.
In fact, if a formal survey were taken I am sure it would reveal that more new customers are generated from referrals than from paid advertising. But that is not to say there is no benefit from paid advertising, there is, if you have done your marketing homework first and know where to advertise and what to say.
Referrals are a byproduct of providing a good detail service, at a reasonable price, which means "value." It is about value not price, remember that when ready to discount.
You depend on someone else for the referral, but you control the quantity and quality of the referrals you receive.
Remember, no one owes you a referral, it is voluntary on their part, so the key is "how do you get them to refer you to their friends and family?"
GIVE THEM A REASON
Never compare yourself to other detailers in the area. Your customer is not comparing you with another detailer. They judge you on the basis of anyone with whom they do business, not just another detailer. You are competing with their accountant, barber, favorite resturant, pool servicer, landscaper, etc.
You got to think beyond detailing. Your customers expect you to that well. That is why they came to you in the first place because you are a professional. A good customer does not intentionally go shopping for a mediocre service company of any kind.
There are factors that set you apart from others.
You have to shift your focus. You must strive to become the best detail company your customers have ever used. You must look at your detail service from the customer's poiint of view, not yours.
You know, of course, that detailing is only part of the total detailing experience the customer receives from you.
You can dramatically increase your referrals if you perform your detail service flawlessly.
You must perform the detail service without creating any uncomfortable or inconvenient situations. That is, for example, do not damage anything on the car, even if you replace it, deliver the car when you promise; get the stain out the customer asked about. Make every aspect of dealing with your company absolutely pleasant.
If you can perform this higher level of detail service, you customers cannot resist telling friends and relatives about you, in fact they will want to. Just like we tell friends when we eat at an absolutely great resturant. Did that this week. Had a great meal at a gourmet India resturant and have already told three of my friends who regulary dine out to go there.
REASONS WHY THE CUSTOMER REFERS YOU
You must understand why your customers will refer your detail business to someone else. They are:
1. They like you. If they believe you did a good job and feel you should succeed in business they will think their friends and relative will like you too. As mentioned above they feel good to pass on a "hot tip." If you are successful, they know you will be there the next time they need your service.
2. It is their job. Some customers are in a profession where their clients expect them to be able to provide good referrals. Realtors; architects, contractors, mechanics are often asked whom they would recommend for services. These professionals seek to find service providers then can recommend with confidence.
3. It is in their personality. Some people simply get pleasure being the "go-to gu" for people looking for help. They are always on the lookout for anyone who can provide top service. They work hard to develop a reputation for knowing who to go to. You know the type, you might even be one yourself.
4. They like rewards. These people will not go out of their way to pass on a referral unless there is a reward given. You need to have a "Referral Reward Program" in place designed primarily for this type of customer. Getting something from you is simply fun.
Usually a FREE wash and vacuum and tire shine application is all it takes.
Remember this, referrals do not just happen by accident as some of you indicated in your posts or at least it seemed like that. Somebody has to invest time and energy on behalf of your detail business.
You must understand then some of the motivations that people have for referring people to your business and if you do understand these motivations it will help you to appropriately encourage these customers.
ARE YOU A STARTUP DETAIL BUSINESS?
Referrals are a key source of business for a new detail business.
You do not have to have a large base of existing customers to get referrals. A person does not have to have used your service to refer someone to you.
That is where networking comes in. Join a business networking group and be sure to ask everyone you meet to pass "the word" out about your service. Give those in your group a business card with a FREE car wash and vacuum on the back.
Ask those in the group to give you business cards you can pass out to your customers too.
Of course, friends and relatives will want to help you succeed. Be sure they have all the marketing tools they need to make referring people to your company an easy chore for them. Now we are back to the Referral Reward Program. With close friends and close relatives and with influential businesses (Mercedes mechanic) offer a personal detail for referrals.
Some of the formal networking groups you can join are: BNI International; Le Tip and even the local Chamber of Commerce are key to join.
Actually detailers do very well as members of such groups.
Get involved with charitable groups and partner with them. A great way to get referrals.
You can arrange these with non-profit groups such as sports teams, charities or churches. Agree to donate a percentage of your income from any work the organization refers to you. And, for God's sake do not cheat them. Give more than they expect.
Can you imagine the potential of a 30 men football team trying to raise money for new uniforms or for expenses for trip to an away game, will have promoting your services?
And then the public relations you will get giving the group a check for $500 or $1,000 in the local newspaper.
ALWAYS SAY THANK YOU
As I have said, no one owes you a referral. This is really a gift from a satisfifed customer or from friends and relatives.
Be sure to send them or personally call them and say, "Thank you." It only takes a little effort on your part.
If you do not express sincere appreciation for the efforts others are making for you, the referrals will stop coming from those people.
Hope this helps you develop your own formal program and your own Referral Rewards Program.
Regards
Bud Abraham
DETAIL PLUS SYSTEMS