How to Generate More Referrals Than Your Pet Business or Veterinary Practice Can Handle

You may have already discovered that you can draw more business through referrals than through just about any other type of advertising. Each of your customers probably knows over 200 other people, many of whom also have pets.  Referred prospects are already mostly sold on your business before you even talk with them, due to the existing referral relationship.

But how do you get those magic referrals?

• Make Referrals a Priority.  Set goals for the number, quality and type of referrals you are seeking.  When you ask for referrals, you want to be specific about what type of prospective customer you're looking for.
  
  
• Give Your Clients Value and Great Service.  Run an outfit where honesty and integrity are king.  Make sure you and everyone in your company exhibit compassion and competence in all of your interactions.  Be the best, and keep going that "extra mile."  Develop a reputation as the best in town, so that animal lovers will seek you out and want to refer others to you.
  
  

• Be the Go-To Person.  Offer to write articles or be a contact point for the local newspaper when reporters need an expert.

• Have Eye-Catching Business Cards.  For example, staple a little packet with a dog treat in it to your card, with the tagline, "It'd be a real treat to care for your pets.

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• Write Yourself a Script.  Know what you will say ahead of time.  Practice your script so that you know it by heart and it sounds completely natural.  Example:  "Referrals are extremely important to my business.  Do you know of any other pet owners like yourself who could use my services?"
  
  

• Ask Clients, Prospects and Colleagues for Referrals.  Get in the habit of asking for referrals.  Many business owners are hesitant to ask for referrals for various reasons.  Perhaps you feel like you're bothering them or imposing on them.

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• Prepare New Clients to Give You Referrals.  Say something like, "Referrals are very important to my business.  After I provide a great service to you, may I ask you for referrals?"  When they go from being new customers to satisfied customers, you can then feel comfortable in reminding them that you'd ask for referrals.
  
  
• Build Relationships With People Who Influence Your Prospective Customers.  Donate your time, money and talents to animal shelters and rescue organizations.  New pet guardians will need certain pet services, and will likely ask for advice from where ever they adopted their pet.  Seek out friendships with your competitors.  Whenever a veterinarian or petsitter leaves the area, he or she will need someone trustworthy to whom their existing clientele can be referred.
  
  
• Keep a Database of Prospects, Customers, Clients and Referrals.  You may be able to get buy with a simple spreadsheet or database using MS Office or the free OpenOffice.org software.  More advanced, expensive options are out there if you get to the point where you think you need something better.
  
  
• Send a Thank You Gift.  Keep in mind that every referral that turns into a new customer can translate into thousands of dollars in revenue.  You've probably got that customer until he or she moves out of your service area, unless you screw up badly without rectifying the situation.  That person or family will probably always have pets, and will therefore always need your services.  Show your appreciation for every referral that results in a new customer with a NICE gift.  If you acknowledge your referrals with impressive gifts, people will be even more likely to spread the word about your business.

Following are a few possible gift ideas, but by all means, use your imagination.  If you can, spend some time picking out something that will truly match the lifestyle and situation of the person who gave the referral.

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Brookstone Gifts under $75

Brookstone Gifts under $150

 

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