Cy W
Currently Searching for that next great Business Development/ Marketing/ Branding opportunity!
I am looking to build upon my company´s referral program
I work with a Marketing company with ties in the Cancun Travel, and Tourism industry. I am apart of their newly formed referral program, and was recently brought in due to my previous success in the sales department. They already had the following in place:
Referral Program Promotional Post Cards (4 per Owner meant to be given to friends)
Special Promotional Prices to recipients of Referral Program
Specifically targeted Email & Direct Mail Campaigns
Establishment of a Refer a friend discount
I have brought a few ideas to the table such as:
Call log tracking codes to determine reasons for not signing up
Detail orientated call out scripts, with more enthusiasm
Stronger rebuttals to counter-act MOST objections
What I am looking for are any suggestions from industry experts in Marketing, Sales, & Hotel/Resort arenas for alternative methods to get the word out about our company. What would you suggest that I do to bolster our fledgling referral program? Any ideas, thoughts, and comments would be helpful. Thank You!
Location specific: Cancún Area, Mexico
Answers (5)
Claudia "Havi" G
President & CEO at Target Latino & at Nothing is Impossible, LLC - Open Networker
Hi Cy,
This is what I would do:
First of all, I would look into where the sales are and have been. Benchmark yourself with the competition. Is you offer compelling enough? Study your prospect, what makes them purchase your services? What's their motivation? What sets you apart from your competition and is that something that matters to your prospect?
Review the email & DM campaigns: where do they purchase the lists? Are they fresh leads? How are those names obtained? Are you getting more than 2% response?
Have you experienced the product/service the company sells? What can you say about it?
I have many more ideas but this should get you started and I hope they help out a bit...
Good luck!
Claudia "innovation" Goffan
Jim A
In a business that specializes in pressure washing equipment, airless paint spraying equipment, & Amsoil lubricants.
Stay in touch with your guests on a regular basis. Show them appreciation, especially to those who refer others. I'd be more than happy to show you the automated system that I use and promote.
Hi, Cy!
Turn to something viral like an e-mailed newsletter with special offers for your existing base as well as for those with whom they share the newsletter. It looks like you're already doing this, so be sure that what you send is engaging and enticing.
Make it EASY for people to refer friends and family.
At a minimal cost, you'll keep yourself in front of your existing clients (and maybe encourage them to travel more) and if they've been impressed with their past experience with you, they'll tell others.
The sharing of info by way of a few mouse-clicks and keystrokes is more likely than relying on someone to retain and share or send cards.
Also, if you have other business partners who could stand to gain from being promoted by you, see if there is anything you can do to sweeten your incentive package--discounts or gift certificates for activities, dinners, travel gifts, etc. Not only will they gain with you, you'll be offering something with greater perceived value to your clients and their referrals.
Best wishes with the program!!!
David F
President of RockStar Consulting and Business Coach Helping Small Business Owners, New Entrepreneurs, and Salespeople
I've found that a referral program can be a huge boon to business when done right, but that it takes a lot of energy and focus to make sure it's done right. A few suggestions:
-Ask for referrals. It's great to have the different pieces of a referral program in place, but nothing will replace you actually asking for the business.
-When you ask, don't ask "Do you know anyone...?" which is a yes/no question, but rather "Who do you know who would like to ...?" which is an open-ended question that the customer's brain will try to answer.
-Don't rely on passive tools like mail and referral incentive programs. They are great props to the program but they aren't going to create as much business as you hope (see point 1).
-Have a follow up to each guest 2 to 4 days after they return home. A personal call from you after their vacation would be pretty powerful.
I hope those ideas help.
Kiley N
Passionate about sales, business, marketing and life
Best Answers in: Customer Relationship Management (1), Lead Generation (1)
Cy,
The first thing I would recommend is researching why(why not) a Owner recommends his/her friends. Often, the reason someone won't do something is a lack of understanding. Do they understand exactly what they are supposed to do? More importantly, do they understand what's in it for them? Do they understand what's in it for their family and friends? Do they know how you will follow-up with their family and friends? (I.E. are you going to pester them? High pressure sales?)
Secondly, I agree with the importance of follow-up, and as David mentioned, actually asking for referrals rather than relying on passive methods only.
In my experience, the best way to increase referrals is to create a culture where giving referrals is exciting and completely normal. One way to do this is through the promotion of third party stories. Find some case studies of Owners who referred their friends and then went on vacations together and had a blast. (Don't forget to talk about all of the discounts, incentives etc. that both parties enjoyed as a result of the referral program)
Hope this helps.
