Why "Follow-Up"?

In the referral process, there are two types of “Follow-Up” systems.


1). Follow-up on a given referral from a source/partner.

2). Follow-up on a referral given to a colleague.

Since the success of the referral process depends on the quality of business relationships, choosing quality referral partners and sources is key. Also many businesses experience long term success if their referral marketing plan is consistent. Like any marketing program though, the systems’ success (or not) must be measureable and must be reevaluated periodically.

Don’t think you have time to manage “another” business system? But if the results could add an extra 30-40% more sales to your business, would it be worth it? Each person must answer this for themselves and take into account the amount of time and effort that are willing to commit to the plan.

Similar to traditional marketing, like TV or radio advertising, a commitment time no less than 6-12 months can the result be accurately evaluated. In the referral process, follow-up on referrals is part of the relationship building process while consistent visibility can also build credibility for your self.

1). Follow-up on a given referral from a source/partner: when given a referral from a partner or referral source, some simple etiquette elements include:

 How soon do you contact the potential customer?

 What information do you need to communicate to the referral? i.e. behavior style, product/service needs

 Don’t forget to communicate back to the referral giver – get tips for closing the deal is needed.

 Track your results.

 Reward your referral partner/source.

2). Follow-up on a referral given to a colleague: when giving a referral, there needs to be more background work done to better ensure the business will close. Business 101: Be Easy to do Business With!

 Educate yourself on how to target referrals for your partners/sources. Know what questions to ask to properly assess the needs of the client.

 Actively search for referrals. Being proactive for your referral partners helps build credibility.

 Ask your clients if they need the services of your referral partners. Pick up on clues such as office renovations, vendor boxes lying around the office, office talk involving complaints about current vendors.

 After a need has been established, ask your clients if you can call your referral partner to initiate the introduction (proactivity!)

 Facilitate the introduction to encourage a meeting.

 Call both the client (to confirm if the referral partner has made timely contact), and referral partner (to make sure you did everything you could to solidify the new relationship. If not, what could you have done differently?

As you can see, these systems require the time and commitment of phone calls and introductions and follow-up communications. But each time you communicate with either client or referral partner, your visibility and efforts build your credibility in their minds. Your presence always stays fresh. Unfortunately, “out of view, out of mind” applies to business relationships so it is up to you to keep in contact.

When referral business closes, ask yourself what parts of the process worked? Could you or your partner done anything to reduce the closing time? Reviewing this information helps refine and solidify future business!