Turn happy customers into referrals
Word of mouth is still the best marketing a small business has. Here is how to get more of it on purpose instead of by luck.
· 2 min read
Ask most small business owners where their best customers come from and the answer is the same: someone told them about us. Word of mouth is trusted, it is free, and the customers it brings tend to stay. The trouble is that most owners treat it as luck. You can make it happen more often.
Be easy to recommend
People refer businesses they can describe in one sentence. If your customers are not sure how to explain what you do, they will not try.
Give them the sentence. Use it everywhere: on your card, your website and when you answer the phone.
- Vague: "We do all kinds of home services."
- Easy to repeat: "We fix leaky roofs, usually within the week."
Ask at the right moment
The best time to ask for a referral is the same as the best time to ask for a review: right after a customer tells you they are happy. Keep it natural and specific:
"I'm so glad it worked out. If you know anyone else who's dealing with the same thing, I'd love to help them too."
"Anyone dealing with the same thing" works better than "anyone who needs us," because it makes a particular friend come to mind.
Make it easy to pass along
A referral dies if the friend can't find you. Give customers something to hand over:
- Two business cards instead of one: "One for you, one for a friend."
- A text they can forward with your name, number and website.
- A page on your website that is easy to remember and share.
Say thank you, every time
When a new customer says "Dana sent me," tell Dana. A handwritten note, a phone call or a small surprise does more than any formal program, because it is personal and unexpected. People who are thanked refer again.
Always ask new customers how they heard about you, so you know who to thank.
Should you offer a reward?
A simple "give $20, get $20" style offer can work, especially for services people buy repeatedly. Keep it easy to understand and make sure both people benefit. But start with the thank-you first. A sincere thank-you costs nothing, and it is often enough on its own.
One caution: rewards for referrals are fine, but do not offer rewards for online reviews. Review platforms prohibit that.
Team up with neighbors
Find two or three businesses that serve the same customers but do not compete with you. A dog groomer and a vet. A realtor and a mover. A florist and a bakery. Agree to recommend each other, and keep a small stack of each other's cards at the counter.
Do this today
Write your one-sentence description. Then think of the last customer who thanked you, and send them a short message: thank them again, and tell them you'd be glad to help anyone they know with the same problem.