Let’s talk about referrals.

“If you don’t have a formal Referral Recognition Program, you should!”

These are words I’ve said many times to clients in the past several years. Every marketing tool you use today need not fall under the New Media category. Referrals are timeless, critical and obtainable if you follow some simple steps to encourage them.

Why? Because few things in business are more satisfying than receiving a referral from a current or past client, a friend or a colleague. This tells us our work is appreciated and worthy of recommending to others. It also helps us grow our business through the efforts of others.

How do we make sure we keep referrals coming? There are many ways, but I will tackle a couple in this 7-Step Program for you to follow:

First, make sure you are doing great work. Be someone who is easy to refer. Ask yourself if you would want to refer you if you were the recipient of your work. If not, come up with a plan to improve what you aren’t proud of in your practice.

Second, let your contacts know your business relies on referrals, and that if they find it appropriate to mention you to others in need, you would be most appreciative. People like to help people they like. It makes them feel good to contribute to your success. Let them know in conversation, as a mention in your auto-signature of emails, in a note, or any other way you use to communicate.

Third, the very day you find out you’ve been referred, call or email the generous person who did so and let them know how appreciative you are, and that you will let them know what happens. Get used to this thank you step as it appears often in this process.

Fourth, within two days, send whatever your Level One Referral Recognition gift is to that person with a personal note. It could be a small box of fabulous cookies, a $10 Starbucks card, something you make….really, it can anything that is genuine and heartfelt. Don’t generate a printed thank you note at this point. Use your own hand on paper or card. Make it personal.

Fifth, when you schedule a meeting with this new referral, call or email the referrer, let them know you are planning on talking to this person at such-and-such time and that you will continue to keep them updated. Thank them again.

Sixth, if this referral turns in to business, send your Level Two Referral Recognition gift to the referrer. This should definitely be larger and more valuable than Level One so the message is clear. Write, yes write, a gracious note that lets that person know exactly what happened. Don’t get in to price and confidential details that are between you and your new client, but let them know the general nature of the business you will be conducting. Once again, make sure you say thank you.

Seventh, once or twice a year, create a card (have your designer, printer, www.48hourprint.com or www.vistaprint.com design and print them) that is specifically worded to your referral sources: how thankful you are for them, how much your business thrives because of them, etc. Send the card to all your referral sources even if you haven’t received one from a particular source in a long time. Keep your name and need in front of them, and help them remember why they sent business to you in the first place.

Again, there are many ways to build a custom Referral Recognition Program that is unique to your business, but these seven should put you well on your way to building and nurturing referrals for years to come.

Good luck!