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7 Steps to Creating a Referral Machine
by Roxanne Emmerich, CMC, CSP

When customers tell others about you, it's not just the passion they share - - but the exact message that makes an impact on whether you get the referral.

Crafting that message so it is consistent is YOUR job. If you miss this opportunity then all your messages will be different-watered down and ineffective.

A friend of mine crafts her message beautifully. She has a Ph.D. in Human Factors. Yeah, I know. What's that???

She explains her secret with enthusiasm and her business blossoms as a result. "You probably heard about the plane crash that was blamed on the air traffic controller who said that the information was on his screen-he just couldn't find it in time. Well, I show programmers how to put things on screen in a place where the user's brain would think to look first." As a result, programmers fly to her little town from all over the country and pay 5 figures to spend a day with her to learn her secrets.

Can you do this? Absolutely! AND, if you follow this proven process, your message will get consistent results.
  • Interview current customers. Ask them to describe their motivation or situation (pain) to buy from you.
  • Ask customers to describe the value of your products or services.
  • Ask customers how they describe your business to others.
  • Write in detail the answers to these questions.
  • Reframe your "story" using the pain points AND the description of how customers describe your services to others.
  • Test and refine your "story" with prospects. Use the points that make them light up the most.
  • Now, you are ready to use your refined message in your correspondence, marketing materials AND to sneeze the contagious message to sneezers who will evangelize your business.
Referral Machine Examples
Commercial Lender example: If you're a commercial lender with a different approach, you may craft a message that explains how you overcome pain like this.

"You've heard that small businesses go out of business more often from cash flow problems as opposed to profitability problems. Well, I work with businesses to plan their cash flow needs and make sure they don't get in a crunch where they miss opportunities - - or worse, go bankrupt."

Insurance Agency example: "You know how businesses pay insurance premiums for years, and then, when they have a claim, they can't collect because the insurance company finds a loophole. Our company has a claim's specialist who helps you craft your claims so you increase your chances of getting paid."

Personal Banker example: "You know how most people have their checking account at the credit union, their investments at a brokerage firm and their loans at a bank. They have to run all over town transferring funds. I work with people to simplify their finances and their lives."

Mortgage Lender example: "You've heard how most people get a mortgage at a low fee. But, because the closing costs are so high AND they don't actually keep the loan for 30 years, they end up paying thousands of extra dollars. I work with people to find the best solution from over 200 different configurations of mortgages, to save them the most money."

What's the most powerful and alluring contagious message you want to sneeze?

Roxanne Emmerich is the author of Profit-Growth Banking: How to Master 7 Breakthrough Strategies of Top-Performing Banks. She is renowned for her work with helping many of the top-performing banks in the country stay miles ahead of their competitors.

Copyright Roxanne Emmerich. All Rights Reserved.

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