Start With the No-Brainers
Here is a bright idea: do more of what works!
While
that title might appear to be an idiot-proof, no-brainer itself,
aggressively following that principle is not always the case in my
company or in yours. Most of us spend too much time fighting fires and
juggling what it takes just to keep our businesses running. In most
businesses, owners and leaders do not take the time (or have the time)
to actively identify what they are doing that verifiably works and has
proven most effective for maintaining the business; more notably, the
processes effective for growing consistently. We all need to identify
more clearly the established people and/or processes that generate the
best results from the resources you have invested, and do those a hell
of a lot more. It’s plain and simple.
Just Do More
More of it means doing whatever it is more often, with more prospects or customers. It can mean putting more people or financial resources behind it, doing it in more markets or more profitably (or any other means you may have for evaluating success).
The
bottom line is every company does some things that are smart,
effective, productive, proven, and profitable. The number one way to be
more successful is to identify those things one at a time across the
company, and to make sure everyone is doing more of them, starting
right now, today. Do it even more tomorrow, and the day
after, more than that, and never stop doing more and more and more of
what works. It’s just common sense: build on what is already working.
Ask and You Shall Receive
Where do you get your business now? Most businesses grow via referrals.
Most likely, yours does, too. These referrals often come unsolicited.
Referrals, by nature, imply your company is doing a good job and is
lucky to have customers that hype up your service or product. But do
you really want your business to passively rely on the luck of
unsolicited referrals? Shouldn’t you be in charge of that process so
you can generate your own referrals? How do they come to you now? Do
those people making referrals on your behalf know more people? Are you
doing everything you can to encourage those other folks to find out
about you? What about the vast and silent majority that makes up the
rest of your customer base that isn’t generating new business for you?
If your product or service is great, ask them to tell others about it.
Do Unto Others What You Would Have Them Do To You
class
Megaphones: No longer required for referrals.
Referrals: Just What the Business Doctor Ordered
An incredibly simple, but great example of a business growing by
referrals is Olson Chiropractic, a local clinic. One morning, I woke up
with terrible neck and back pain (beyond the normal pain in the ass). I
probably whined about my neck and back pain in every conversation I
had. A friend of mine, Bill Pendleton, told me about his chiropractor.
Dr. Olson helped Bill out a few times in the past, and Bill raved about
him. Bill knew the doctor could help me and actually got the guy on his
cell phone to make an appointment for me that afternoon. Because Bill
had developed a friendship with Dr. Olson, the good doc fit me in even
though he was soon heading out of town.
Bill obviously knew
what he was talking about. Dr. Olson’s office was comfortable. The
doctor was very helpful, and his services went beyond any preconceived
notions I had from prior experience with chiropractors. (You know the
drill: they will help fix your problems, though they suggest you will
“need to come back every three to five days for the rest of your life”
because you are maladjusted. Heck, I already knew I was maladjusted,
but most of that is in my head, not my back.) Anyway, he was able to
work out the kinks in my neck and back, and he gained a lifetime
customer in the process (my choice, not his). All thanks to Bill’s one
phone call.
On my way out of the parking lot, I noticed a personal, attractive,
strategically placed wooden sign that read, “The best thank you gift
you can give a doctor is the referral of a friend”. “Wow,” I thought,
“What an incredibly simple and professional way to actively pursue
referrals!” Nothing too pushy or shiny-suit-sales-ish, just a direct
reminder to pass the doctor’s name along if you think he is doing a
great job. Because of the quality of his service, his investment in
that nice wooden sign has probably paid off one-hundred fold.
Many Small Examples That Each Can Have a Big Impact
This example shows how **** simple it is to expand your business by
increasing the volume of referrals you receive. I never would have
received that great treatment if Bill had not dropped Dr. Olson’s name
on me. The doctor’s practice would not be as successful if he wasn’t
actively looking for referrals as well as being responsive enough to
squeeze me in when they get one. This is just one of a hundred simple
business practices that, far too often, are passively handled. Ask
yourself, honestly, how often you and everyone else on your team let
those you serve know that you would appreciate them passing along a
good word about your business, if they are so inclined. Then, if you
answered that question candidly, ask yourself why the hell you don’t do
it more often!
Be the Driver (Not the Passenger) and Hit the Gas
There are a million different ways to establish referrals. Go out, find
someone who has business related to yours and form a referral
affiliation with them. Maybe they provide a service related to yours
and you both are trying to reach a similar target market. Maybe they
have nothing to do with your company, though they happen to provide
something that another colleague, business, or personal contact is
looking for. Either way, you are helping by connecting the two. Take a
minute to learn a bit more about the company and bring them up to
anyone who may need their services. Their appreciation can (and will)
drive a steady flow of new business to you for darn near forever.
Step on the gas and leave your competition behind!
Then
go find ten more just like them. It does not matter the type of
business—just follow the principle. This can feed on itself and become
a constant driver in your success because you’ll always be branching
out to connect with more related firms providing products or services
that can introduce you to your next customer. Every connection expands
your sales force!
No
matter what method you use for growing your business, you and your team
need to actively do that method and then do it more. Be an active
participant in that process. Your company can grow as fast as you drive
it, so embrace every contact that helps you to step on the gas.