The Referral-System Template

Jay Abrahams provides a great outline of what should be considered when you are creating your referral system. For each of the groups you identify answer the following questions with as much detail as possible.

1. Who are the people you want to attract?

  • Age
  • Gender
  • Marital Status
  • Social Status
  • Ethnic Group
  • Where do they live?
  • What type of business do they have?
  • Hobbies and Interests
  • Political Views
  • Memberships in Associations or Groups
  • Type of Car, Motorbike etc
  • Physcial Health
  • Alcohol use
  • Holidays
  • What types of things do they buy?

2. Who will refer these prospects to you?

  • Vendors
  • Clients
  • Employees
  • Competitors
  • Relatives
  • Prospects
  • Neighbours and friends
  • Association Members
  • Business Professionals
  • Leaders and Celebrities
  • Magazine editors, writers for publications
  • Speacial Interest Groups
  • Individuals or companies with which prospects do business before, during and after the prospect does business with you.
  • Governmental regulatory agencies.

3. Set the Stage for getting referrals.

  • First make sure you have a good or valuable product or service. If not, improve it.
  • Revere what you do.
  • Position yourself as different from your competitors.
  • Show interest in your current clients by asking them about themselves.
  • Explain that even if the referral does not buy, you will provide a valuable service for them by letting them know what they should look for, what they should avoid, what they should expect, what they might overlook, and anything else which could negatively or positively affect the referral.
  • Give them both logical and emotional reasons they should give you referrals.
  • Offer to give them an incentive for the referral.
  • Offer to give their clients a product or service for free or at a discount and tell them that this is something that the person referring you to them has brought them.
  • Offer to give the referral a special incentive.
  • Have your client call or indirectly contact the referral.
  • Do something in advance of asking for the referral for the person from whom you want to get referrals. 
  • Keep in frequent contact with the people who have provided referrals in the past.
  • Ask for referrals when clients are most receptive. 
  • Don’t be bashful; ask for those referrals 
  • Thank your clients for referrals.

4. Help your clients locate the referrals for you. Ask them, "Who do you know who_____?" 

Group one: People they normally interface with 

  • Clients
  • Employees
  • Competitors
  • Relatives
  • Prospects
  • Prospects who did not convert
  • Neighbours
  • Church members
  • Association Members.
  • Other businesses and professionals whom your prospects trust in your area
  • Other businesses and professionals who your prospects trust outside your area.
  • Leaders or celebrities whom your prospects admire, respect and/or trust.
  • Magazine editors, writers for publications
  • Special-Interest groups
  • Friends

Group two: People they think about beacuse of an event.

  • Someone who comes into the office
  • Someone they meet in professional circles
  • Someone who has retired  (or is planning to)
  • Someone who has gotten married (or is planning to)
  • Someone who has had a child (or is planning to)
  • Someone who has gotten divorced (or is planning to) \Someone who has brought something (i.e. a house, a car, pet, motor cycle, boat)
  • Someone who has sold something
  • Someone who wants to buy or sell something
  • Someone who has just moved

 The key is to start looking at your clients as dear and valued friends. Thank about how many other friends, family, coworkers, clients, and colleagues they associate with that they can refer to you.