How to Create an Ocean of Referrals!
loyal, happy customers are your best source of new
customers. Best Selling Author Robert G. Allen said,
“If you’ll treat your customer like a star, you’ll never have to spend
another dime in advertising.” He could not be more right.
So, how do you treat your customers as stars?
Mark Victor Hansen, who is the co-creator of the Chicken Soup for the Soul
series of books which has sold more than 100 million books and is the
most successful book series in the history of the world, tells the
story of a dentist who discovered how to treat his patients as
stars. Australian dentist Dr. Patti Lund is the highest
paid dentist in the world. But, not so long ago, it wasn’t that
way. Patti was very, very depressed.
He was working like a
dog, he had 4,000 patients and life wasn’t much fun. In fact, he
didn’t even like a good deal of his patients. They got on his
Patti took some time off and began reflecting on
his life and his business. He decided that life was too
short to be living it this way. He decided that he wasn’t going
to except any patient that came in the door. He knew he
needed to like and respect his patients and they needed to like and
When Patti got back to work, he changed how
business was done. First of all, he was going to treat his
patients/customers as friends. He began calling them by their
first names and they began calling him Patti. No more this Dr.
He hired a Director of Wonderful whose
entire job was to greet patients as they entered the practice and to
make sure they had a wonderful experience. Four times a day,
fresh, hot cinnamon rolls would be rolled out for the patients who were
waiting. If they liked them, they could even take them
home. A $7,000 Cappuccino machine sat ready and willing to
refresh the customers with a warm, relaxing drink. Once a month,
Patti hosted a party where all his customers (friends) could get
together and network with each other. Business as usual? Oh
no, business changed dramatically.
Patti loves his
customers and they love him too. He asks each of his patients to
bring him three new patients a year who would love the same experience
that they have at the dentist. Do you think his patients have a
problem doing this for Patti? No, they want to help. In
fact, they love him so much, you couldn’t tape their mouths shut.
Patti now has a waiting list to get into his practice. Oh, and by
the way, Patti only works 22 hours a week. You see, he owns the
business. The business doesn’t own him.
have the same type of business as Patti Lund. How can you treat
your customers as stars? It doesn’t have to be cinnamon
rolls, a cappuccino machine, or a Director of Wonderful. That
works for Patti. That may not work for you. What do you
want? And more importantly, what does your customer want?
Your best source of new customers comes from your happy, loyal
In his Success Mastery Academy audio tapes, Brian
Tracy teaches a four step model for creating a “Golden Chain” of
referrals. A Golden Chain is one where one referral leads to
another referral, and another, and another, and another, etc…
Ask your customer if they know two or three people who they think would
benefit and be interested in your products and services.
When you ask them for two or three they
undoubtedly will choose two. That is why you ask for two or
three. If you ask for one or two, they most likely will give you
only one. Well, you might be saying, “Then why don’t I ask
for just three, or how about four?” The reason why is that it is
very intimidating. Two or three puts them at ease.
Ask your customer if they would happen to have their telephone
number. Most people will refer you to someone they like, and most
likely they will have their telephone number handy.
3. Ask your customer which of these referrals they would suggest you contact first. (They will pick one)
4. Ask your customer, if they would call him/her and let them know that you will be in touch with them.
is a four-step process and it might make you a little uncomfortable for
a while, but it can double your sales and business in a very short
After you have contacted the person you were
referred to, call back the person who gave you the referral.
Thank them for the referral. Send them flowers, give them a gift,
do something nice for them. Show them how much you appreciate
them and for giving you the referral. Also, say to them, “If you
know anyone else who would be interested, then I would love to talk
with them too.”
A “Golden Chain” of referrals. It
takes a lot of discipline and a little courage but it will change
business as usual. Give it a try. What do you have to