Steps To Referral Program Sustainability
Hello Rick and all who are watching this video.
I got a question from Rick, a CPA in Northern California’s Santa Rosa area, who does tax preparation, a once-a-year function, and work for companies and corporations on a monthly basis.
Rick typically does a referral program: he takes $25 and sends it out to anyone who refers a tax client who works with him, and for the higher ticket stuff when clients are on a monthly, ongoing basis, he sends out $250.
Rick’s question is this: “I can stay with the Starbucks card for tax referrals, keeping it simple and systematic. How can I get the message to these referral sources that we are also looking for business customers?”
Rick, you’ve already answered it, but what you need to do is expand it from what you already have. As we all know, there should be a set referral program for every small business and medium-sized business— a complete system already put in place with a set process that requires no thinking.
Typically we would start like this, and, Rick and the viewers, take out a pencil and paper or a tablet and take good notes.
First open up a Word doc, and start at the foundation of how this needs to look and work your way up. The first thing you need is a Referral Card. A Referral Card is a 3.5 x 5 inches card, and what you could do is include your tax client and your business client on the same card. Here’s mine right here. Note, please, that it’s large. It’s not small. It’s distinctive. I tell people specifically what I’m looking for. I think you could do the same thing: get a two-sided card, and make one side for your business accounts with the $250 referral fee, and the other side for your tax people with the $25 fee.
This card should go into every mail piece that ever leaves your office, and the front side and second side both posted on social media. Use the front side for an email signature graphic, and the back side for a secondary email signature graphic. Off one marketing piece there are many variable uses.
In step two, create an 8.5 x 11 double-sided brochure. Put your business referral stuff on the front with the $250 bonus and the tax stuff on the back with the $25 bonus. Save the files as a jpg and load each up on social media. Email each as separate documents, the same way as the card, as a TOMA touch point. Or mail it out. Or it could be part of a B.U.R.P. (Buyer’s Remorse Prevention Package).
Writing this in a Word doc will help you be specific about how you are going to run this system—that is very important.
In addition, I think that you should take the time to call all of your clients, starting with your VIP clients. You call, check in with them, and tell them about the referral bonus. Then you do the same for your Non-VIP clients. And, always, always, after every phone call, you send a call recap, which could include the marketing pieces. Then you— or a salesperson or someone hired to do it—call the higher-value prospects and let them know. Create the impression that goes into their head. This is very important stuff.
It’s very important to have a system and implement it so that it runs smoothly and you never have to think about it and never have to come back and revisit it because it is a set system that is running, regardless of your involvement or not. And, as we know, whenever you have a challenge, like Rick—for whom we are doing this video—remember that you should do the Texas Two-Step, which means fix it immediately and put something into place to prevent it from ever happening again.
I hope this information is helpful. If you have any questions, click email on the video, and send your question right back to us. I hope you take this information, create and implement a system, and, because it’s an unconscious competency, never go back to it again—except for maybe once a year to refine it.
So with that, blessings to each of you. I hope you have a wonderful day. Talk to you later. Bye-bye for now.
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