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    Instant Referrals
    Instant Referrals
    Instant Referrals
    Ebook194 pages3 hours

    Instant Referrals

    By Bradley J. Sugars and Brad Sugars

    ()

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    About this ebook

    Turn your best customers into your most passionate promoters.

    If you're the kind of business owner who hates cold calling and chasing after new leads, then you'll love the easy referral strategies in Instant Referrals used by self-made millionaire and entrepreneurial expert Brad Sugars. Discover how to:

    • Evaluate a referral-based system that's right for your business
    • Determine which customers you want referred to you- and which you don't
    • Transform satisfied customers into your biggest fans by continually exceeding their expectations
    • Create ways to use referrals to generate more buzz for your business

    Get real results right now when you discover all that Instant Success has to offer!

    Instant Advertising * Instant Cashflow * Instant Leads * Instant Profit * Instant Promotions * Instant Repeat Business * Instant Sales * Instant Systems * Instant Team Building * The Business Coach * The Real Estate Coach * Successful Franchising * Billionaire in Training

    LanguageEnglish
    PublisherMcGraw-Hill Education
    Release dateJan 9, 2006
    ISBN9780071785679
    Instant Referrals

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      Book preview

      Instant Referrals - Bradley J. Sugars

      Other Books in the Instant Success Series

      Successful Franchising by Bradley J. Sugars

      The Real Estate Coach by Bradley J. Sugars

      Billionaire in Training by Bradley J. Sugars

      Instant Cashflow by Bradley J. Sugars

      Instant Sales by Bradley J. Sugars

      Instant Leads by Bradley J. Sugars

      Instant Profit by Bradley J. Sugars

      Instant Promotions by Bradley J. Sugars

      Instant Repeat Business by Bradley J. Sugars

      Instant Team Building by Bradley J. Sugars

      Instant Systems by Bradley J. Sugars

      Instant Advertising by Bradley J. Sugars

      The Business Coach by Bradley J. Sugars

      Dedicated to all ActionCOACH Business Coaches, leaders in every sense of the word

      Copyright © 2006 by Bradley J. Sugars. All rights reserved. Except as permitted under the United States Copyright Act of 1976, no part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written permission of the publisher.

      ISBN: 978-0-07-178567-9

      MHID:       0-07-178567-1

      The material in this eBook also appears in the print version of this title: ISBN: 978-0-07-146667-7, MHID: 0-07-146667-3.

      All trademarks are trademarks of their respective owners. Rather than put a trademark symbol after every occurrence of a trademarked name, we use names in an editorial fashion only, and to the benefit of the trademark owner, with no intention of infringement of the trademark. Where such designations appear in this book, they have been printed with initial caps.

      McGraw-Hill eBooks are available at special quantity discounts to use as premiums and sales promotions, or for use in corporate training programs. To contact a representative please e-mail us at bulksales@mcgraw-hill.com.

      This publication is designed to provide accurate and authoritative information in regard to the subject matter covered. It is sold with the understanding that neither the author nor the publisher is engaged in rendering legal, accounting, or other professional service. If legal advice or other expert assistance is required, the services of a competent professional person should be sought.

      —From a Declaration of Principles jointly adopted by Committee of the American Bar Association and a Committee of Publishers.

      TERMS OF USE

      This is a copyrighted work and The McGraw-Hill Companies, Inc. (McGraw-Hill) and its licensors reserve all rights in and to the work. Use of this work is subject to these terms. Except as permitted under the Copyright Act of 1976 and the right to store and retrieve one copy of the work, you may not decompile, disassemble, reverse engineer, reproduce, modify, create derivative works based upon, transmit, distribute, disseminate, sell, publish or sublicense the work or any part of it without McGraw-Hill’s prior consent. You may use the work for your own noncommercial and personal use; any other use of the work is strictly prohibited. Your right to use the work may be terminated if you fail to comply with these terms.

      THE WORK IS PROVIDED AS IS. McGRAW-HILL AND ITS LICENSORS MAKE NO GUARANTEES OR WARRANTIES AS TO THE ACCURACY, ADEQUACY OR COMPLETENESS OF OR RESULTS TO BE OBTAINED FROM USING THE WORK, INCLUDING ANY INFORMATION THAT CAN BE ACCESSED THROUGH THE WORK VIA HYPERLINK OR OTHERWISE, AND EXPRESSLY DISCLAIM ANY WARRANTY, EXPRESS OR IMPLIED, INCLUDING BUT NOT LIMITED TO IMPLIED WARRANTIES OF MERCHANTABILITY OR FITNESS FOR A PARTICULAR PURPOSE. McGraw-Hill and its licensors do not warrant or guarantee that the functions contained in the work will meet your requirements or that its operation will be uninterrupted or error free. Neither McGraw-Hill nor its licensors shall be liable to you or anyone else for any inaccuracy, error or omission, regardless of cause, in the work or for any damages resulting therefrom. McGraw-Hill has no responsibility for the content of any information accessed through the work. Under no circumstances shall McGraw-Hill and/or its licensors be liable for any indirect, incidental, special, punitive, consequential or similar damages that result from the use of or inability to use the work, even if any of them has been advised of the possibility of such damages. This limitation of liability shall apply to any claim or cause whatsoever whether such claim or cause arises in contract, tort or otherwise.

      CONTENTS

      Introduction

      How to Use This Book

      PART 1—Understand What a Referral-Based Business Is

      PART 2—Is a Referral-Based Business for You?

      PART 3—Get Clear on Who Your Target Market Is

      PART 4—Know Exactly What You Are Offering

      PART 5—The Strategies

      PART 6—A Real-Life Example

      Testing and Measuring

      Conclusion

      Getting into Action

      About the Author

      Recommended Reading List

      The 18 Most Asked Questions about Working with an ActionCOACH Business Coach

      ActionCOACH Contact Details

      INTRODUCTION

      One of the most fundamental functions of any business is to ensure that it has a constant supply of new leads to attempt to do business with. And it really doesn’t matter what type of business you run; you simply need someone to do business with. Otherwise you can’t claim to be in business.

      Chasing new leads is thought of by many as something of a specialty area, yet it needn’t be. It is really quite simple and straightforward once you know how.

      How many people do you know who will tell you that they hate cold calling? I’m sure the answer will be many. Yet some people thrive on it. Some people love the challenge of confronting complete strangers and trying to do business with them when they, the other parties, haven’t initiated the meeting. But most don’t, so let’s consider this in a little more detail. Let’s consider the situation where our hypothetical salesperson is like most and doesn’t particularly like cold calling as a means of finding leads for his business.

      The situation would be quite different if these two people were to meet under different circumstances, wouldn’t it? For instance, if the would-be customer were to approach the salesperson because of a need for a product the salesperson happened to be selling, how would the salesperson handle the encounter this time? Very differently, because for a start, the salesperson would typically be on home territory and in control of the situation.

      Yet why should that same salesperson handle things differently in these two hypothetical situations?

      When you really think about it, it all comes down to whether or not our hypothetical salesperson is operating within or outside her comfort zone.

      You see, you just have to ask those who cold call regularly and they will tell you they didn’t like it at first, but once they began doing it regularly, they got used to it and their results improved. It could be argued that their results improved because they became better at it, but I won’t push this point of view here. The important point is that there came a time when cold calling became part of their comfort zone—they became comfortable doing business this way.

      Real estate agents, insurance agents, commission salespeople, and a host of others rely on cold-calling strategies and with practice they find they lose their fear for walking up to someone’s front door, knocking, and striking up a conversation.

      Where is this leading us? Well, apart from the fear factor, cold calling is also an expensive way of sourcing leads. It’s not only expensive in terms of the cost of physically getting to the area you want to work, but also it’s expensive in terms of labor, time, and mental energy.

      Now while cold calling is an important strategy for finding leads, it’s obviously not the only one. There is a whole range of strategies every business should be using. You can read more about this in my book Instant Leads. These include things like classified advertising, radio campaigns, the Yellow Pages, establishing host-beneficiary relationships and strategic alliances, and developing a unique selling proposition.

      But perhaps one of the best and most exciting ways of getting new leads for your business is through referrals. You see, it’s very powerful when someone says to a friend, You’ve got to buy from them because they are simply the best.

      This book is all about building a referral-based business. It will tell you everything you need to know about how to go about building a business that will build itself. It will tell you why this is the best type of business you could possibly want and how you can go about delivering the wow factor to your customers time and time again.

      This book is all about turning your existing customers into Raving Fans who will insist that their family and friends become Raving Fans too.

      This book will help rev up your business in the most cost-effective way possible by getting your existing customers to promote your business for you.

      HOW TO USE THIS BOOK

      This book is designed to be a workbook that will help you build a referral-based business, so use it as such. It contains details of 21 powerful strategies you can use to get your business revving on all cylinders.

      These strategies will not only transform your business; they will also transform the way you go about business. The second part of this statement is significant, because you need to bear in mind that you need to do things to transform your business. You see, if you don’t take Action yourself, then you’ll continue to get the same results from your business that you are currently getting. If you’ve always baked chocolate cakes and now want to bake an apple pie, you need to use a different recipe because you need to do things differently. If you don’t, guess what you’ll end up with. A chocolate cake.

      Action is the operative word here. That’s why this is an Action book. It involves your reading, then doing a whole lot of things. These could range from thinking and planning to testing and measuring, writing, and implementing strategies.

      So make notes as you go along. They will come in handy later on when the time comes to implement the strategies. You will also read about my friend Charlie, who successfully transformed his garage into a referral-based business. Follow his exploits as he implemented the various strategies mentioned in this book. And while on the subject of strategies, you can implement them one at a time or in groups. Some may be more appealing to your business than others, but they will all work. You may even be using some of them already. If you are, that’s fantastic. But if you aren’t, then what are you waiting for? There is more referral business out there waiting for you.

      There’s never been a better time to get into action than now, so let’s get right into it, shall we?

      Part 1

      Understand What a Referral-Based Business Is

      Charlie had always been keen on the idea of sitting back and waiting for customers to call and book their cars in for service. And in this respect he is no different than the vast majority of car-servicing businesses. You see, his training is in the field of motor mechanics and not business or marketing.

      But as we all know, the world doesn’t work like that, but it can, if you put in place certain strategies.

      I remember Charlie becoming very excited when I first mentioned this possibility to him. He said that, while this was the ideal business model he dreamed about, he didn’t think it was something that could work, even if it were feasible. He also said that he had never heard of a business that operated that way before.

      Imagine his surprise when I told him it was not only a realistic possibility; it was also very easy to achieve.

      What you want is a referral-based business, Charlie, I said. "But before you dive in and begin changing the way you

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