Module 6: Launching & Managing Your Referral Machine
You have met with your colleagues to create and manage a referral expectation, and know that your contacts understand what to look for and how to refer other professionals to your organization. Now it is time to ensure that your referral engine is generating the kind of new business that you had hoped for and to make improvements and adjustments as necessary.
Using some formal metrics to measure how many new referrals you have coming in and whether they are appropriate for your business is the most effective way to stay informed on whether your new referral development strategy is paying off. These records can also help you stay on top of following up with your referral strategies so that you remember to keep your network informed on how their efforts are paying off.
Although your contacts will probably only have access to a couple of the targets on your list, getting your foot in the door at just one or two of these agencies could be all that you need in order to take your network to a whole new level.
In many cases, you can also provide your referral network with useful materials that will make it easy to recommend their colleagues to your professional services. Instead of handing out business cards or relying on a verbal referral, you might consider giving your top referrers some tips on giving written referrals in the form of a letter or email.