“How can I get more referrals?” is a question that business people, real estate agents and sales professionals frequently ask me. My response is “What have you done to deserve more referrals?”

Referrals are the most important tool in any business leader’s arsenal. A referred prospect is much more likely to be ready to listen to you, trust what you say and, ultimately, to work with you. Referrals make your job easier and help you sell more with less effort and in less time.

Here are 6 tips for increasing referrals:

1. Start a monthly advocate program. Once a year, do a customer/client genealogy to see who or what was responsible for the additions to your client base. Odds are, you will find 5 to 20 primary referral sources, ranging from current clients to friends, partners and suppliers. Make an “advocate list” and keep in touch with them regularly. Every four to six weeks, for example, send them something they will actually use, like an article or book you think they will enjoy, an invitation to lunch or breakfast, or even a referral for their business from you.
2. Develop a culture of referrals. Ask questions that benefit your client first. A real estate example would be: in this area, you often deal with out-of-state buyers. Ask your client what is their favorite type of restaurant and then recommend a restaurant near the area in which they are looking for a new home. If your client is a business owner or if you have received a referral from a business person, ask: “You’ve helped my business grow by becoming part of our family network. I’d like to help your business grow, too. So let me ask you, What type of people do you want to meet to help increase your revenue?”
3. Write some letters or send a personal card. If you feel uncomfortable asking for referrals face to face, send them a note. An effective card-writing campaign can bring in a stream of new leads that will have an immediate impact on your bottom line. When drafting your notes, make sure you thank your client for their business; remind them how you met if it has been awhile, ask them to send you some names; and tell them that you will reward them with lunch or a gift if their referral turns into business.
4. Have fun with holidays and celebrations. Most salespeople send Christmas cards. But if you want your customer to remember you, try sending them something different, such as birthday cakes or candles, plants on the first day of spring; Ground Hog’s day cards; or congratulations cards when they have completed something significant in their personal or professional lives.
5. Send thank-you notes. Send a thank-you note for every referral and a gift for every referral that turns into business. Thank-you notes should be handwritten and on a card that does not feature company advertising. That little extra effort of sending a personalized note is what will get you noticed – and get you more referrals.
6. Attend networking groups. This in includes both offline and online groups. In our area we have several groups that have helped me tremendously in my business. Check out www.ProfessionalLunch.com if you are interested in starting a networking group in your area. Online, become an active member of Facebook, Twitter, Linkedin or one of the other social networking sites. Always remember to provide value and not just blast your message about your company – this applies to any networking event.

Follow a few of these tips each month and the number of referrals that you will see coming to your business will increase in the coming year!

Sue White is the owner of BuildYourReferrals.com and works with businesses to find ways to increase their sales. In addition to providing webinars on business building techniques, she is a distributor for SendOutCards an online card store that will assist any business in keeping their name in front of their customers and referral source. For a gift account and a personal tour of how to send a card, contact Sue at suewhite@sccoast.net and let her know the best time to contact your. Ask us about our referral program – a great way to make some extra cash in 2009.