Page 10 - Demo

10 | February 2024 Slippery Rock Gazette
Training & Education
Maximizing Business Growth Through Customer Referrals
Continued from page 5
• Risk Reduction (Mitigating Uncertainty): Buying countertops involves inherent uncertainties. Recommendations from other buyers help mitigate this uncer- tainty by providing insights into what to expect, reducing the perceived risk associ- ated with the purchase.
• Peer Influence: When homeowners see others within their social circles endorsing a product or service, it creates a sense of con- formity and makes the recommended option more attractive.
• Personal Connection (Human Element):
Recommendations from real people add a human element to the decision-making pro- cess. This personal touch fosters a con- nection between the recommender and the potential buyer.
Side Note: Referrals and testimonials don’t have to be all positive and rosy. It is easy to see through a lie or something that looks like it when you’re about to spend your hard- earned money. Honesty will always win the day.
While it’s crucial to ensure that most of the word that gets out about your countertop busi- ness is positive, potential customers can relate more to your business when they read some personal biases from customers who may not have been too pleased with your service.
What are the Benefits of Customer Referrals to Your Countertop Shop? The benefits of infusing a customer refer-
ral culture into your marketing strategy are numerous. It cuts across how your customers see you to how much revenue you can make in the long run.
A study by Annex Cloud revealed that referred customers have a 37% higher cus- tomer retention rate compared to customers from other channels. Below is a list of several other benefits you’ll enjoy through a success- ful referral program.
• Trust and Credibility
• Cost-Effective Marketing
• Repeat Business and Loyalty
• Expanded Customer Base
• Feedback and Improvement
• Human Connection in a Digital Age • Competitive Edge
• Measurable Impact
When you consider the fact that more than 83% of consumers are willing to refer others after a good experience with a product or ser- vice, you’ll wonder why only 29% do. The reason, according to Dale Carnegie, is sim- ply because only 11% of salespeople ask for them.
This offers some pretty convincing evidence that very few countertop fabricators and deal- ers are taking advantage of this age-old gold mine. By leveraging customer referrals now, you can be among the very few countertop sellers enjoying these mouthwatering benefits.
How Do You Build a Referral- Friendly Countertop Business?
If you’re already thinking about incorpo- rating referrals into your countertop business, one question you’ll have is, “How do I get started?” It is simple. Maybe not easy, but it’s really a simple process.
1. Deliver Outstanding Products and Services
Nothing sells better than a good product. If you want to encourage customer referrals, you must consistently deliver high-quality prod- ucts or services that meet or exceed customer expectations. When customers are satisfied with their experience, they are more likely to recommend your business to others.
Nicholas Idoko Technologies, sharing a case study of how referrals have been one of the main sources of repeat customers stated that one of the tactics they used to encourage referrals was delivering a unique approach to solving industry-related pain points in soft- ware development.
The small startup that started with a hand- ful of employees quickly gained traction and began to win the hearts of clients who then began to refer the brand. Once the referrals started kicking in, the company recorded rev- enue growth, an increase in customer base, and a cost-effective method of winning new customers.
2. Prioritize Exceptional Customer Service
“Good customer service is all about bring- ing customers back. And about sending them away happy – happy enough to pass positive feedback about your business along to oth- ers.” – Richard Branson
Providing exceptional customer service is key to building strong customer relation- ships and generating referrals. This involves going above and beyond to address cus- tomer concerns promptly, being responsive to their needs, and consistently exceeding their expectations.
3. Create Memorable Experiences
Strive to create positive and memorable experiences for your customers. This can be accomplished through personalized interac- tions, special promotions, or unexpected ges- tures of appreciation. When customers have a memorable experience, they are more likely to share it with others.
4. Build Strong Relationships
Forge personal connections with your cus- tomers by engaging with them on a deeper level. This can involve remembering their preferences, addressing them by name, and demonstrating genuine care and interest. Building strong relationships encourages cus- tomers to become advocates for your business.
5. Ask for Feedback and Reviews
It never hurts to ask for feedback. Actively seek feedback from your customers to demon- strate that their opinions are valued. Positive reviews and testimonials serve as powerful referral tools. Make it easy for customers to share their experiences on review platforms
and social media, as these reviews can influ- ence potential customers.
This strategy was implemented by one of Ohio’s leading countertop fabricators. The referral system uses a subtle approach where the company leaves a handwritten card on the homeowner’s new countertop after a remodel- ing job or countertop fabrication project.
Within 48 hours, the countertop fabrica- tor follows up with a call or text and a direct link to their Google Business Profile, urging the customer to leave a testimonial with their experience working with them. This strategy has proven successful and is helping the coun- tertop fabricator spread the word fast.
6. Implement a Referral Program
Design a structured referral program that incentivizes both the referrer and the new customer. Consider offering discounts, exclu- sive offers, or loyalty points as rewards. Ensure that the program is easy to understand and participate in to encourage customer participation.
Several home improvement companies like Newpro, James Barton, American Home Design, and many others utilize the refer- ral program strategy to boost their customer bases and revenue year after year.
7. Leverage Social Media and Online Platforms
Create shareable content on social media that encourages customers to tag friends or share your posts. Engage with your audience, respond to comments and messages, and use social platforms to amplify your referral mes- sage and reach a wider audience.
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