Referrals: The Power of Word-of-Mouth Marketing

• February 10, 2009
• by ServeNow.com Staff
• Marketing
• Business Tips

Learn how to take simple steps toward expanding your client base

Word-of-mouth marketing is considered one of the most powerful forms of promotion. Referrals are targeted, cost-effective and most importantly, they come from a reliable resource. If your brother were to tell you that his process server is great, you are more likely to seek out that process server because the referral is from someone you know and (presumably) trust. You simply cannot buy that kind of promotion.

A popular marketing blog states that the greatest marketing blunders of all time occur when you ignore the power of referrals. This is especially true in the process serving and private investigation fields. In many cases, legal support services are a commoditized industry, so a referral from a client can carry a lot of weight.

The following article discusses the details of incorporating this important concept into your marketing mix.

Where to Start

If you do your job well, customers will refer you without prompting, but you can’t afford to wait for them to remember or for their colleagues to ask. Asking clients for the names and numbers of people who could use your services may seem forward at first, but it is smart and aggressive marketing. If you provide your clients with great service, you make their lives much easier. Most likely, they are happy with you and wouldn’t mind doing something for you in return. Plus, when they refer a colleague who needs your services, they also are helping them.

As a process server or investigator, you are in a unique position to trade services for referrals. You may wish to offer an incentive or reward for referrals. For example, you could give them a discount on your services for every referral they send your way, or you can offer a “refer three get one free” incentive. Gift cards for coffee or food, even in small denominations, tend to go a long way. The revenue you give up is a small price for the relationship with a new client. Clients may not have to go far to refer. They may refer you to another lawyer or paralegal in the same office.

When to Ask

Process servers, you should follow up immediately after the affidavit is in the mail. An excellent time to ask is just after the client has made a positive comment about your services. For example, if you ask during your follow up whether your client liked your services, and the client replies in the affirmative, that is an ideal time to ask.

When investigators are sending back their reports or process servers are returning the proof of service, include a thank you note with a small stack of business cards. Don’t wait too long to follow up with a client as enthusiasm may fade.

What to Say When Contacting a Referral

Jimmie Mesis, Editor-in-Chief of PI Magazine, Inc. has a few suggestions on how to start the conversation:

“I found the best results came when I asked for a referral in person. After handing in my paperwork I say, ‘So Joe, are you pleased with the work I did on this job?’ (Wait for response.) ‘Let me ask you a quick question, who else here uses investigators or process servers?’ Note: I did not ask for a referral. I asked a question that requires the answer to be a person’s name. If others in the company use your services, your client will mention their name. If no one else uses your services, you’ll quickly find out as well.”

(Let us assume that your client answers with the names of two people.)

”’Joe, would you mind taking a minute to introduce them to me? I certainly would appreciate the introduction. Who knows, maybe they’ll start using me in the future, as well.’ In most cases, Joe won’t hesitate and he’ll be glad to make a quick introduction, especially since you just did a great job on his last case. In fact, Joe probably will make some very complimentary statements to his colleagues bragging how good you did on the job you just completed.”

“When you are introduced to the referral co-worker, don’t forget to make a statement such as, ‘It’s a pleasure to meet you and I look forward to perhaps doing some work for you in the near future, unless you have something on your desk I could help you with today?’ Be sure to say this in a pleasant and almost joking way. You never know; you could walk away from that introduction with a case. Follow the same procedure with every referral you get and be sure to thank your client for the referral.”

If you contact these referrals at a later date by phone, remember that many people get unwanted marketing messages so you may be seen as just another telemarketer. Make sure that you mention your client’s name and tell them that the referrer suggested you call. Avoid e-mailing, as spam filters could nix any an opportunity to work together and an email may minimize the chance for a response. Tell the potential client about all the services you offer and provide them with your contact information. Offer to send them additional information regarding your services or try to make an appointment to meet.

Referrals from Fellow Professionals

As a process server or investigator, you wish you could take every case from everyone who contacted you, but logistically it’s not always possible. Develop strong relationships with other professionals in the business. Make sure that you’re sending your clients to someone who is reliable and trustworthy. The next time that process server gets a serve he or she can’t take, they will think of sending it to you. Get to know other PIs and process servers at conferences, classes, association meetings, etc. These relationships will pay off and build your credibility.

That’s All…

It doesn’t take a lot of effort to generate referrals for your business: follow up with each customer, create a referral reward system, send each customer a thank you letter with a stack of business cards, and build relationships with fellow professionals. Referrals are a simple way to build on the clients you already have to generate even more leads for your business.

Remember, that referral marketing is the most cost-effective, targeted and perhaps the most effective form of marketing. Doing your job properly is not enough, you need to make a habit of asking your clients for referrals.

At ServeNow.com and PInow.com we talk to hundreds of legal professionals on a weekly basis about their approach to marketing. If you would like to discuss the concept of referral marketing further, please give us a call toll free at (877) 737-8366.