How to Get Referrals: They Don’t Just Happen
by Meredith HillThe following guest column is by business coach Meredith Hill on how to get your clients to refer you to others.
One of the most efficient ways travel agents can grow their business is through referrals.
But referrals don’t just happen.
Sure, you might get a referral here and there, but if you want to grow your business exponentially, you will have to put effort into earning referrals and asking for them—repeatedly.
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You can earn referrals by providing your clients with great service. But many agents drop the ball when it comes to asking for referrals. This might mean asking outright. Or, it can involve a more subtle process.
The following are tips on how to ask for a referral:
1. Send a welcome home card with a small gift.
If you have honeymooners as clients, for instance, send them a welcome home card that is delivered five to seven days after they return. Include a $25 or $50 restaurant gift card.
In the welcome home card, tell them you understand they might be eating in for the next several months while they pay off the wedding and you would like them to eat out on you.
At the end of the letter say something as simple as, “My business grows mostly by referrals. If you know someone that could use my services, would you please send them my way? I work by phone and email so geography is not a concern.”
2. Create a keep in touch campaign.
Map out an entire year of how you will make contact with your best clients on a monthly basis.
Your goal should be to create a list of your best clients and then maintain some form of monthly contact. That can include snail mail, email, a phone conversation or a meeting. Here is a sample year-long, keep-in-touch campaign:
January – Make contact by phone. Ask them to share their vacation goals and stay on the lookout to make those happen.
February – Send a postcard from your Caribbean cruise.
March – Send an email saying it’s not too late to book a summer vacation. If they want to be ahead of the curve for Christmas, March is a great time to do it.
April – Send an invitation to a client appreciation party in May.
May – Meet your clients at your client appreciation party where you co-op with your best suppliers and show a great presentation on the latest cruise developments.
June – Send an email telling your clients about your favorite places to stay around the world.
July – Send a happy anniversary card.
August – Make contact by phone.
September – Send a postcard from your safari.
October – Send an email to your clients about the newest—and best—travel developments of the year.
November – Send a Thanksgiving card.
December – Send an email with holiday greetings.
3. Create a billboard.
“Billboards” announce news and other items.
You can announce that you love referrals in your email signature and voicemail so that every time clients connect with you, they are reminded that you love referrals.
Remember, it takes more than great service to get referrals – you have to ask for them.
Meredith Hill is founder and CEO of the Global Institute for Travel Entrepreneurs (GIFTE). GIFTE helps travel professionals monetize their passion for travel so they can go from surviving to thriving.
