Deliver referral features that inspire them to want you.
Lately, you’ve been singing the same old marketing song. Specifically:
I want you to want me
I need you to need me . . .
But I have to say, it’s starting to sound a little desperate. And if you keep carrying on this way you’re just going hear those six little word over and over again, “You’re not my type . . . of business.” It’s time to change tactics. Instead of having your referral program ask the prospect to want you, imbue your referral program with feature that inspire passion for your services and products and motivate them to become customers.
And while you already uncovered what advocates want in part 1, you must now ask the question, what do your prospects want from your referral program?
Well, that’s a good question. Luckily, Penny the prospect gave me the inside scoop at dinner one night.
“We want the buying process to be easy and simple,” said Penny. Your prospects don’t want hidden gimmicks or fine print, but a buying process that rewards them.
From that insight, 3 prospect referral desires were locked onto and 5 referral features were developed to elevate and ignite your prospects passion for your business.
3 prospect referral desires and the features that fulfill them
- A deal too good to pass up – What prompts a prospect’s passion is what prompts any customer, a good deal. Prospects want to feel like they have tricked the “system” or obtained a deal of an exclusive nature. By making sure that prospects as well as advocates are rewarded, you add another incentive besides that of their family, friend, acquaintance, or professional network endorsement of you.
A feature that fulfills this want: Double-Sided Rewards
- A personalized buying experience – While your prospect knows who referred them and has a pre-established relationship with them, most of the time they need more than just the referral to become a customer. Prospects want to be able to discuss with their advocate why they should buy from your business. The prospect might want this to happen over email, in person, verbally, through social media, or even through text. Your referral program needs to be equipped to handle every type of referral interaction. This keeps the dialogue going and builds up to the conversion from prospect to customer.
Features that fulfill this want: Empowerment Tools Prospect Nurturing
- A simple and easy buying process – Prospects don’t want to have to make the extra effort to buy your product, and they won’t. Give your prospects the buying process they want by making it easy to complete and individualized to the prospects preferred method to purchase.
Features that fulfill this want: Supported Prospect Purchase via Brick-and-Mortar or Phone Call Prospect Buy Flow Prospect Lead Submission
These prospect prompting features will not only invigorate potential referrals, but as an added benefit, your advocates as well. By fashioning features that encourage prospects to become successful referrals it becomes easier for advocates to achieve a rewarding referral. But while prospects and advocates are very important to motivate and reward, don’t forget who builds those relationships and manages your referral program, your sales team and marketers.
Stay tuned for part 3 of this 4 part blog that will focus on what referral features your sales team craves and requires to enflame their closes rates. And don’t miss part 1 to learn about the desires of your referral advocates.
Interested in furthering the discussion? Email me at JEdmondson@amplifinity.com