5 Ways to Show Appreciation for Referrals

January – February, 2021 Volume 18 — Issue 99

So often small business owners, especially solo-preneurs, tell me they don’t need to do any marketing. All their clients and customers come through referrals. If so, ‘Awesome!‘. That is great news. They are your champions. Think of them as your ambassadors. Then, let them go out on their own and share reasons why others should call on you. Their high praise usually comes at no charge to you. But, how do you show appreciation for those referrals? I’m assuming everyone does.

Showing Appreciation for Referrals is Important

This is something that is extremely important and should be done quickly. They take their time to pass the word about your great products or services. It is seldom something minimal like: ‘I used XYZ to do my ABC. You should try them too.’ Those ambassadors go into great detail. Sometimes, they share how your solution solved their problem. Or, they tell others you went the extra mile for them. Satisfied customers are happy to tell others how unique or special your approach was. For all of this, they deserve for you to thank them and show appreciation for referrals they sent your way.

All of your happy customer’s personal experience gets shared in detail. That kind of referral can go a long way in moving new prospects along the Know-Like-Trust phase of their own Buyer’s Journey. And, the new prospect is not at all afraid or uncomfortable asking their friends questions to learn more.

So, how do you show appreciation for those loyal and profitable customers on your client list? Glowing reports are even better than a written testimonial. They are first hand experiences. The referrals come from the heart. They won’t tell someone they like to use a so-so company that provides mediocre service or products. Their reputation is at stake probably more than your own.

How to Show Appreciation for Referrals

Here are five ways you can let your ambassadors know how much you appreciate their help lining up your next customers.

The most basic way to give recognition that shows your appreciation is to simply say ‘Thank You So Much!‘ This is not a time to just zip off a text or email with those four words. Put some effort into it. Send a handwritten card or note – personally written by you. Skip the printed address labels. Tell them how much you appreciate their confidence in you and willingness to take the time to recommend you. ‘Say it’ like you mean it, not like one of the horrible cards with generic verses and messages we find in stores these days. Take a look at this post with examples and templates for Thank You notes and letters.
Give them a gift. I’m not talking about something really expensive, but, based on the size and value of sales that come from the client referred, that might be appropriate. Back in my ASID Board of Directors travel days, we would go out to dinner or shopping after the day’s work was done. One friend had a client that collected teapots. She was always on the lookout for a unique teapot to please that client. The client thought enough of her work to recommend her to others. She remembered the client all the time. She was appreciative of the recommendations. What about sending them a book you read and enjoyed? Do something that fits the situation.
Get personal – no, not like that! Bake them some cookies or muffins. Send a gift for their children or family. Drop them off at their home or office in person. Send some flowers, gourmet coffee or tea. Make it something you know they like to show you put a lot of value on your relationship and their ‘gift’ to you.
Have a gathering of your ambassadors. It can be as simple as inviting them out for coffee and bagels. Or, host a small party at your place of business. If it fits in your budget, take them to lunch or coffee at a hip new restaurant or coffee shop in your area. They may enjoy the chance to do a little bit of networking.
Keep them first on your list. Invite them to your office or showroom – kind of like that networking event. Show them a new product line you just received. Make them a deal with discount. Serve some wine and cheese at the end of the day. Introduce them to each other. If these are your ideal customers, they have things in common. Get them together, show the and tell them why their confidence means so much to you.

Strategy for Controlling Customer Referrals

Set Up Controls for Clients Referrals

No doubt about it, referrals from clients and customers are great. We all know it is always better to get rave reviews than complaints. But, it also helps to set up a system to control what clients tell others about you. Maybe you gave them a special deal that really impressed them, so they share that information with friends. The friends call you up, expecting to get the same deal. Not good.

Maybe you provided products or services to previous clients that you no longer offer. Calls come in looking for unavailable services. Or, you now offer new, better services or products. If previous happy customers haven’t worked with you for a while, they won’t know, and can’t share that information with prospects they refer. Stay in touch. Let all of your customers know when you add new services or new product lines – or drop them.

Set your strategy. Create guidelines to be sure those referrals you receive and appreciate are easy for your ambassadors to pass on glowing reports about what you did for them. And, above all, remember to include some funding in your marketing budget each year to let you show your appreciation for referrals given. You won’t be disappointed.