Marketing Reps: 15 minutes
Distribute yesterday’s blog post or Quickcast. Instructions here.
Project: Clients
This week, we’re going to build a referral web in your community.
Today: Introduce one person to every business owned by one of your clients.
This should be done through email, unless an opportunity to do so in person presents itself.
Yesterday, you made a list of businesses owned by your clients.
Now go through that list, and write the name of another client who could use each business beside the original business name.
For example, let’s say you have a florist in your gym. Her name is Ann.
Today, go through your client list and think about who could use a florist. Who’s getting married soon? Who has an anniversary coming up, or just likes flowers? Write their name beside Ann’s business.
Let’s say that person is Mark: Mark casually mentioned that his wedding anniversary is coming up.
Then send an email introducing the two.
To: Mark@email, ann@floweremail
Subject: Mark, meet Ann.
Hey Mark, I was thinking about our conversation about your anniversary last week! Meet Ann, another of my favorite people (and my favorite florist!) She might be able to help.
Ann, Mark is an amazing person, and he has a big occasion coming up. He might find your advice useful.
See you both in the gym (salon, shop, whatever your business is.)
Coop
Breaking it down, we want to do this through email instead of conversation so that they each see the referral happening.
We want to start by making it clear that you’re helping Mark by introducing him to Ann, who owns the flower shop. The way you’re helping Ann is obvious.
Then we want so show that they’re both our clients so that no one things you’re getting any other incentive.
Go through your list of customer-owned businesses and play matchmaker!
This is a classic “Help First” strategy that will strengthen your connection with your clients, and their connections to each other – two of the three key relationships necessary for good client retention in your business.