You already know how important referrals are to building a business.

You probably know how meetings from referrals are 3-4 times more likely to turn into business than those from a cold call.

You may even know that referred clients, on average, generate 40% more ongoing business than cold-called clients.

Because you’re already aware of this, you’re probably doing everything you can think of to generate more referrals.

You’ve spent hours at networking events, drunk several gallons of overpriced coffee, and spent a fortune on lunches.  You’ve collected business cards, called back, followed up, and seen the same faces again and again and again.  And sometimes it feels like all you’ve got to show for it is a backlog of paperwork, chronic insomnia and a ‘spare tyre’.

If you’re feeling let down and frustrated that you’re not getting all the referrals you want, try asking yourself these questions:

Do people know exactly who to refer me to?

“I want to talk to anyone” won’t get you anywhere.  People don’t know ‘anyone’, they have contacts with specific names and specific roles in specific industries.

Therefore, you need to be specific to access the right person within their memory.

For example: I help entrepreneurs and business owners in pre-startup, startup, and small companies who want to grow.

Do people know why somebody would need my help?

“I’m a business coach” doesn’t cut it.

“I help people get more leads and enquiries” is better, but what they really need to know is what sort of pains you can help people cure.

For example: Typically, people ask for my help because they are frustrated with the lack of leads, enquiries, prospects, referrals and sales their business is generating. They might be also be worried about the effect a recession may have on their business, and unsure of how to deal with it.

Do people know how to introduce prospects to me?

Do you make it easy to set up a referral to you?  Making sure they have your contact details to hand is a good start, but remember, prospects don’t always want to speak to you straight away.

Give them a chance to find a little more about you, so you can both qualify whether or not it’s even worth having a conversation, by having a free item of value they can download.

For example: If you know someone who suffers from the problems above, get them to fill in my free marketing audit.  It only takes 3 minutes, and enables them to start making progress with their marketing instantly.

Did I thank them last time they sent me a referral?

If you didn’t, and they haven’t sent you one since, are you surprised?

You actually need to go a bit further than just thanking them.  Tell them how it went.

Remember that every time someone refers business to you, they are putting their reputation on the line.  Are you acting in a way that deserves that?

Am I asking for referrals consistently and effectively?

Right after someone’s told you that you’ve been really helpful to them, do you ask, or do you chicken out for fear of embarrassing them (and yourself)?

I struggled with this for a long time before I learned the BBRW formula: Benefit, Benefit, Recommend, Who?

Now I ask regularly for referrals in a way that doesn’t make me or the other person feel awkward.

For example:

• Did you get a Benefit from this article?
• Do you think others would Benefit?
• Would you feel comfortable Recommending that they contact me?
• Which 2 people would  you recommend first?

Try it, and let me know how you get on.

PS If you do know someone who you think might benefit from talking to me, please get them to fill in my free marketing audit, or give me a call on +44 (0)208 421 9304. Thank you!