With any referral program, it’s key to remember that you want this to do one thing, uncommonly well. A referral letter is the “next best thing” to having a personal referral, without that person knowing who will be reading their letter. This can be as simple or complex as you require – as long as the basic message that you want to give is included, then having several is not a bad place to be in.
All high level websites have a page with customer testimonials, or referral letters. Here we have clients who have written in to give the thumbs up to the site or product – doesn’t sound like a miracle, does it? Over 60% of consumers have remarked that they 1) read user generated comments and 2) that their decisions have being greatly influenced by these testimonials. So many companies spend lots of money on customer satisfaction programs and on client follow up.
With the current economic downturn, it’s no wonder that there is a high demand for these programs. Using this strategy has become so necessary that it’s worth mentioning again, briefly.
Always follow up with your clients and even your prospects to ensure the sales and delivery process goes perfectly and your clients will be highly satisfied. When you’re assured of their satisfaction, then ask for a referral – or ask for a referral letter, depending on the product or service you are offering.
It’s in areas where your company’s offerings are not in a wide demand setting that referral letters will come into play best, as not everyone has the connections to know someone who absolutely will want your product, but if they’re satisfied with your performance, there’s no reason that they shouldn’t give you a referral letter. Knowing what these can do for your company, it’s one of those things that should be drummed into all staff – to ask for a referral, be it direct or as a letter.
Having testimonials on hand to allow prospects to review an honest assessment by a previous client of your product or service will reinforce that your business holds its quality standards high. Taking into consideration the effect the referral letter has on sales is not easy and it’s incredibly hard to find metrics to back it up, but it is a known fact that our opinions do affect others, however trivial they may seem to us at the time, and that this influence has a huge impact on every sales arena.
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