You've been in an industry, people know and like you so... how do you Help People Help You?
In an ultra-connected world, one of the most powerful tools for growing your business lies right at your fingertips—your personal and business networks. These are the people who know you, like you, and are inclined to help you. But while their willingness to assist is invaluable, you need to make it easy for them to do so. That's where a simple yet effective referral program comes into play.
The Art of Simplifying Networking
Many companies dive deep into professional business development strategies, complete with referral contracts, partner portals, and dedicated sales decks. For the average business, however, this approach can feel like using a sledgehammer to crack a nut. I advocate for a middle path that steers clear of over-complication but remains structured enough to be effective.
A referral program doesn’t need to be laden with complex software or bureaucracy. It should be straightforward, thoughtfully planned, and scalable. Here's how to get started:
Define Your Goals and Target Audience
Start by outlining what you aim to achieve with your referral program. Are you trying to get small businesses to test your product for free, or are you looking for potential buyers? Once your objectives are clear, define your ideal customer. For instance, you might be targeting C-suite leaders who are under pressure to meet sales quotas, or independent store managers overseeing more than 1,000 square feet of retail space.
Craft Your Elevator Pitch
Your elevator pitch should be concise and compelling. For example: "nCentiv simplifies and automatically optimizes local store paid advertising in less than one hour, delivering double the results typically seen with traditional agencies."
Highlight the Benefits
Identify three key benefits your program offers, such as ease of use, enhanced customer experience, and increased profits. These points should clearly communicate the value of engaging with your business and make the referral process appealing.
Make Connecting Easy
Offer straightforward ways for your network to connect you with potential leads. This could be through a simple email introduction, sharing a calendar link for bookings, or connecting on LinkedIn. Make it as easy as possible for people to refer you.
Create One Simple, One Page PDF
Take everything above and create a single page PDF doc that summarizes and organizes everything. This is your "cheat" sheet for your network. No one will ever know your business as well as you and although you think about your business every single day... for most others you're in the background of their minds, if you're lucky. This document makes it easy for someone to competently help you in under two minutes.
Keep the Communication Flowing
Stay on your network’s radar by keeping them informed about where they can meet you face-to-face, such as at trade shows or industry events. Regular updates—whether monthly or quarterly—about positive developments in your business can provide fresh content for your contacts to share, keeping you top of mind.
Reward Your Referrers
Recognizing the efforts of those who help you is crucial. Always thank individuals personally for referrals. Additionally, consider gestures like sending a small gift, making a donation to a charity they support, or offering a cash incentive or gift card. Sometimes, a little giving can go a long way toward receiving.
A well-thought-out referral program that is easy to understand and participate in can significantly amplify your business growth. By making it simple for your network to help you, you not only expand your reach but also strengthen your existing relationships. Remember, in the world of business, helping each other is the key to mutual success. Start building your simple referral program today and watch your network—and your business—flourish.