The 7 most important principles for active recommendation marketing
The personal recommendation and recommendation marketing may be regarded as the most powerful and sustainable way of acquisition in sales.
However, a personal recommendation happens only in the rarest cases “just like that”.
As active and modern salespersons we should use this tool of recommendation marketing much more actively than before. The more structured we use use this, the better and the more goal-oriented it will be.
Here are the 7 most important principles to be considered for active and successful recommendation marketing:
1. Tip for active recommendation marketing:
Include the request for recommendation on your marketing materials, on your homepage, on your business card, on your offers and invoices, on your letters and on your newsletters.
This is the only way to make your business partners aware of your search for recommendations. This is the only way to ensure that your partners retain your appreciation for recommendations in their minds.
2. Tip for active recommendation marketing:
Actively approach customers and ask them specifically for acquaintances, colleagues or business partners who might be interested in your service or product.
This is the only way to increase the reach of your recommendation marketing.
3. Tip for active recommendation marketing:
If a recommendation is made, thank the recommendation partner appropriately. A little present as a reward is also very nice.
This underlines your own appreciation, increases the motivation of your partners for recommendation and makes them happy.
4. Tip for active recommendation marketing:
“Utilize” recommendations actively: In customer meetings and presentations, mention your recommendations in an appropriate place and in the appropriate way.
It is very nice to recognize that there is only one reason why you are there at that specific day: and this is because there had been this recommendation some time before.
This makes it clear to your partners in an implicit and sympathetic way and without building up pressure already in the forefront that you yourself have already benefited from a recommendation, thus shows that this system is good.
5. Tip for active recommendation marketing:
Use positive customer comments and references actively in your projects. Everyone prefers to opt for something that more people have already decided to do before them, maybe even some known people.
Attention: Don’t use unaudited and unproven references for large projects, because you don’t know whether a customer is still satisfied if you haven’t spoken to him or her since a year ago.
In this case, a brief contact should be made beforehand to check whether satisfaction prevails. On this occasion, it is also possible to obtain permission to use this one as a reference.
That is part of good behaviour and makes a professional impression.
6. Tip for active recommendation marketing:
Document your recommendation marketing and collect the necessary information. Just ask:
Who recommended what and when to whom for what reason? Explore these social networks: Did these result in an order? Has the new customer recommended you again?
Knowing these channels of information flow is extremely important and can prove to be a decisive competitive advantage in any future project. Some CRM systems allow such documentation.
But a simple Excel spreadsheet is just as effective and perhaps easier to establish, to customize and to maintain.
7. Tip for active recommendation marketing:
Consider agreeable wording for the daily business approach to avoid being a pushy buzzard and to avoid compromising the positive mood.
Practice these phrases again and again. Caution, despite all its effectiveness, these questions about references should always be used with caution in order not to endanger the current project.
Just try it out – you’ll see: It’s very easy to practice recommendation marketing and you will sell easily sell more.
Copyright © by Dr. Martin Auer, 2017
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Have fun and I wish you a lot of success!
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