When developing a referral strategy, it is crucial to differentiate between the client experience and the referral experience. While the client experience may include moments where referrals can be generated, the referral experience is specifically targeted at existing referral sources.
To effectively build a referral strategy, it is necessary to categorize individuals into three groups: existing referral sources, clients, and potential referral sources. Each group requires a different plan and approach.
- Existing referral sources receive a referral experience through a touchpoint plan aimed at cultivating more referrals.
- Clients go through the client experience, which includes both work touchpoints and relationship-building touchpoints.
- Potential referral sources who have not yet referred the business require a separate plan to encourage them to become referral sources.
By understanding the difference between the client experience and the referral experience and using appropriate language and strategies, business owners can develop relationships with potential referral sources and increase their chances of receiving referrals.