It’s worth setting up your own referral programme because prospects who are referred to you are easier to close, make their buying decisions faster, are more profitable because there’s no cost in acquiring them and they tend to spend or invest more in your products or services. (26/4/12)

This allows your customers to do the “talking” for you and your business. When people see other people using something, it removes many of the barriers to purchase for them. (16/3/12)

There is no point expending time, energy and money on marketing if prospects or customers consider your products or services are below standard or inadequate. Make sure your product or service is excellent ( or at least delivers what you promise). Seek testimonials from current clients and associates. Don’t assume just because people work with you that they value your work. (6/3/12)

Like any networking activity, networking builds momentum over time. If someone sees you at 2 or 3 dofferent events, they are more likely to remember you and pass on your details onto someone who needs your service. You will probably not generate business from your first networking event, so don’t wait until you desperately need the work before you get out there. (6/3/12)

Offer bonuses and rewards for those who generate new ways of getting referrals. As with any behaviour, you want to reinforce referral-generating behaviour. (5/3/12)

After a few events, you will soon learn how to move around a room and introduce yourself to new people. Study the body language of people talking – if they are facing each other and passionately debating a point, they are unlikely to welcome your intrusion. However, two people making light chitchat and scanning the room are ready to meet someone new. (7/2/12)

If you solely rely on word of mouth referrals then you could be waiting weeks, months or even years before a customer refers you to a friend or colleague. Get proactive and start asking customers directly for referrals, you will be amazed at the response. (7/2/12)

Your website can be your most powerful marketing tool, delivering a steady stream of new business leads and filling your sales pipeline. Make sure your homepage clearly communicates what your company does and the audience you serve. Speak to your web developer, if you have one, or contact me and I can put you in contact with a number of excellent providers of this service. (9/1/12)

Many companies fail to make use of the data they have. A company’s prospect data base is a continual source of contacts for lead generation initiatives. A good lead generation campaign should revisit people who were contacted in the past but who were probably too early in their buying cycle. (16/12/11)

When you’re asked how someone can help you, have an answer ready. Be able to articulate what you are looking for and how others may help you. Too often people in conversation ask, “How may I help you?” and no immediate answer comes to mind. (16/12/11)
 

Invite your best clients to an event at your premises (or a nearby venue), and ask each of them to bring a friend along. On the invite, include a list of the type of clients you help which will help them to know who to choose to bring along. (05/12/11)

The best way to do this is stay in touch with your network. Referrals don’t cost anything and statistics show that a ‘referred’ prospect is 7 times more likely to buy than a cold un-referred prospect. (18/11/11)

This means questions that ask who, what, where when and how rather than those that can be answered with a simple ‘yes’ or ‘no’. This form of question opens up the discussion and shows listeners that you are interested in them. (Thanks to Peter Motley of The Business Network) (18/11/11)

Pass along jobs or contracts your company can’t handle to your competitors and ask them to do the same. (7/11/11)

Print up a flyer on ordinary paper, fold it in thirds, attach a mailing label and a stamp, and post it. It’s cheap but effective and it’s particularly good for small local businesses (or businesses that want to appear small). Put your main message on the inside with teasers and your mailing information on the outside. (20/10/11)

Wear it on your right side so that people can easily see it when they shake your hand. (20/10/11)

These are easy to print and cheap to post. They are particularly good for generating a quick phone call or for driving people to your website. Since post cards are small your offer should be simple and direct. Your phone number or web address should be big and bold so people can’t miss it. To maximise response tell people exactly what you want people to do and how to do it. (26/9/11)

Identify a problem, present your solutions, and offer to send your free brochure, sample, demo, or an evaluation form or information kit. It allows interested prospects to identify themselves and provides you or your salespeople an opportunity to develop a relationship. The simplest letter mailing includes a one or two page letter and a reply card in an envelope. You can enclose anything else you like, but keep in mind your goal is to get people to ask for more information, not to close the sale immediately. (12/9/11)

If you are like me repeating a persons name not only helps you to remember it, but it also shows that you’re making an effort to hear the name properly. (12/9/11)

Don’t pay beyond what the referral is worth – experts suggest a reward valued at no more than 15% of a project’s revenue. (14/7/11)

If you want a large volume of leads you must motivate prospects to take action. The offer of a sales presentation is not very enticing – actually it’s more likely to repel prospects. They want information, solutions, help, advice, samples, ideas, designs, savings, quality, service, support, assurances or guarantees. When you make your offer more enticing, more prospects will take action. (28/6/11)

If you arrive early the number of people will be smaller and more manageable. (28/6/11)

Ensure your business card accurately describes what you do. People might not remember you, but your card might be enough to get them to phone you. Print on the back of cards. Make your cards memorable.

Many good lead generation efforts go to waste due to poor follow-up. Some studies show that response rates to a follow-up call can diminish by 50% if you wait just 48 hours, and as much as 90% if you wait a whole week.

Expand your referral process: at the end of your printed material, e-mails and website say, “We appreciate referrals” to remind your customers that you want referral business.

Write to your clients and ask them to refer a new customer to you.

Timing is everything: ask your customers at the point of delivery, when they are feeling most euphoric about your product or service: ‘Is there someone you know who also has ……' (the problem that your product or service is solving).

Your 'elevator pitch' is what you would say about your business in the time it takes to get from the bottom floor to the top floor in a lift.

This is a one sentence summary of what your business is about and how it can help your prospects. It should break the ice and start a conversation going.
 

The most obvious and credible source you can use to convince prospects about the value of your service or products is your existing customers.

Customer success stories are always effective, but some are more powerful than others. Make sure that their story describes the problem that the customer is solving with your solution. Give lots of detail. Make the customer, rather than your product or service, the focus of the story. One of the easiest ways of collecting testimonials is by using LinkedIn as this has a specific function to allow you to do this.

Never ask for, or accept, a person’s name or number on a business card. A name on a business card is not a referral – it’s a cold introduction. The next time a contact hands you someone’s business card and suggests that you call because “they may be interested in what you do”, suggest that they arrange a meeting for you. Personal introductions will always trump cold introductions, and you should strive for this level of commitment from others who express an interest in you.

In my continuing quest to grow the business and increase my marketing skills, I have recently come across the National Association of Business Owners (NABO). This is a marketing organisation helping small business to maximise their marketing potential. It is a membership organisation, but membership is currently free and they offer the following for joining:-

• A full-day marketing, business and internet seminar. “The 7 Lost Secrets of Sales and Marketing Success”
• 21 specially researched, business-building reports written by leading experts.
• The 12-page monthly NABO newsletter packed with easy-to-apply advice
• A free book “Unsung Business Heroes” – how 17 small business owners succeeded.

To join just go to www.nabo-members.com when you are on there just type my name in to the “Introduced by” field. It's as easy as that and absolutely free.

Or you could just call me on 07974-418819 or e-mail me Tony@Milestone-Solutions.co.uk and I'll be happy to help.

You might be reluctant to do this, thinking it’s going to seem very pushy, most people will be flattered to be asked, especially if you explain it's part of your expansion plans.