Improving Your Referrals
How to better market your business.

Pulling in those referrals means better business and more money for you.

Most detailers claim that the word-of-mouth and especially referrals are their best source of business.

The question is how to get more referrals?

Referrals will be your most valuable clients. They tend to spend more, be more loyal, are frequently "pre-sold", and appreciate your detail services more. Every single detail business owner should have a referral system in place to capture and cultivate referrals.

You can use the following tips to maximize your referrals:

Tip # 1: Use a Referral Form

You must have a referral form so your present customers can give you the names, phone numbers and e-mail addresses of any friends or family members. Leave space for at least six names and up to as many as 10. With this single page form, you can start quadrupling referrals immediately.

Tip # 2: Offer Discounts for Each Referral

Offer present customers a discount off their purchase for each referral they provide. However, tell them that the people they refer to you have to:

• Live in the area
  

• Not already be clients

Also, offer a major discount off right then and there if they give you a referral form completely filled out. The key here is a low, immediate cash reward that is not contingent upon whether their referrals actually use your service or not.

Tip # 3: Referral Contests

Hold referral contests with your detailers on a regular basis. Whoever collects the most referrals on a week gets a $50 bonus.

Tip # 4: Use a Newsletter to Your Advantage

If you print a customer newsletter sent the referral form in it. You can even have a referral contest for your customers with rewards for:

• The most referrals sent in

• The one to get the most people to actually call you
  

• The biggest job

Make the rewards substantial.

Tip # 5: Reinforcement

Reinforce the referral habit. Every time someone refers you, call and thank them. Then, send the individual a "thank you" card and small gift, and list the names of every client who referred you in your newsletter every month.

Tip # 6: Thank you card

Test sending a "thank you" card and small reward to clients that haven't referred you. You will find that they will often start referring you.

Make your detail business stand out in your customer's mind

To make sure you are hitting the right target market for your detail business services, establish a clear USP (Unique Selling Proposition) that defines your business to a precise market segment and you will get referred heavily within that segment.

Remember that you won't get referrals unless you ask for them! Ask for referrals at every opportunity. If you talk to a client by mail, email, on the phone or in person, ask for referrals.

Questions? Contact me at buda@detailplus.com