To Get Referrals; Your Referral Network Must Know Your Message
Is the message you give your referral network effective or is it lost in the clutter? To have an effective referral network; your members must know your message succinctly and clearly. If they don’t; not only will they not refer you, they can’t refer you! They simply do not have the necessary information.
You Must Provide a Clear Message to Your Referral Network
I don’t believe enough can be said about the quality, context and content of your message to your referral network. All small and most medium sized businesses succeed or fail on their ability to get people talking about the business, the individuals, the products and the services; if you can’t get this conversation going, you will not succeed!
Your Message Must Be Easy to Remember
Make it easy on yourself and your referral network; create a easily remembered message. Your referral network wants to help you, but they only have a limited amount of time and bandwidth for it to happen. It’s up to you to create a message they can easily share with their contacts.
Your Message Must Be in the Form of a Story
We have all heard “facts tell and stories sell”; your message to your referral network is no different! You need to give them something they can remember and put to use on your behalf.
Don’t Clutter Your Message with Too Much Information
Most organizations and individuals clutter their messages. They create a message which lacks focus and can’t stick with the audience. The problems come from a position of fear. People are afraid they will miss an opportunity because they don’t share a particular fact; instead they share too many facts and nothing gets communicated or remembered.
You must be specific with your message. Decide the specifics of what you want to communicate and then focus. Avoid over communicating and cluttering; make it easy for your network to remember.
If the message cannot stick; your referral network will not remember!
You Need To Make Your Message Sticky
Chip and Dan Heath wrote a book a few years ago Made to Stick and this is what you must do with your message. You message must stick with your audience. It goes back to the old speech writer’s or presenter’s instructions; tell your audience what you are going to tell them, tell them and then tell your audience what you told them.
Your message must be one specific message and your referral audience will help you!