Word-of-mouth advertising is the preferred method of getting clients. Where as other forms referrals rely on getting contact information from existing clients, this method encourages clients to send their contacts to you. This means the prospect has an incentive before you even talk to them. Your client has already sold them on your service.



Gary Smith is more likely to accept selling points from his friend Joe than from a salesperson. So when Joe tells Gary about your great service, your chances of gaining a new client increase. On the other hand, when Joe gives you Gary's phone number, and you call Gary to talk him about your outstanding benefits, he might or might not listen.

There's one simple way to make your clients happy enough to refer their acquaintances. And surprisingly, it costs nothing. By consistently doing what you should already be doing, you'll gain a towering advantage over your competitors.

For example, good customer service should be a part of every business's policy...but it often isn't. Whether you're dealing with restaurants, plumbers, or banks, there's a shortage of good customer service. Take advantage of that and give better service than most people have come to expect as the norm.

But customer service is a broad category, and it contains many aspects. It means returning calls on time, being courteous, and answering questions. It means service with a smile (WalMart greeters are there because the marketing data shows that being greeted by a smile works).

And customer service isn't the only area that can make a difference. Do you make it convenient for your clients to meet with you? Are you closing loans as quickly as possible? Is your office area (if clients meet with you there) clean and comfortable?

You can see this concept in action at Disney world and Disneyland. They asked their visitors in a survey what stuck in their minds most strongly. The number one response was the parks' cleanliness. Disney doesn't think of cleanliness as maintenance...it's part of their marketing strategy. But it's only one of thousands of their methods.

How can you produce the same kind of results? Become the client. What do they see, hear, and smell when they interact with you? Are you giving attention to these details? Continue to perfect them, and you'll see a gradual increase in referrals.