I’ve written several articles and letters on referral lead generation in several different industries. You may want to search this site to find them. But this method is another creative way to get your clients to provide referrals without personally ask for them. We all know how uncomfortable that can be.
This letter is more for the retail marketing sector but you can still model some of the ideas in this letter for any industry.
Also, the letter below is unformatted. Your letter should have a headline, big and bold. I also recommend that you place a picture of yourself with a caption underneath. Put your headline to the right side of your picture, like this:
I wanted insurance referrals, desperately. And I didn’t know what to do about it. I hated prospecting the old way. You know, cold calling and asking friends and family to buy my insurance products.
So what did I do? I studied direct marketing and unique prospecting tips from top producers. That helped me make a big breakthrough. Insurance referrals where not so difficult anymore. And I was actually having fun. Here is one of my favorites.
About 20 years ago, I read Endless Referrals. I’ve forgotten everything except one great idea, which I’ve tweaked and successfully refined (I need to read that book again).
It’s been a while since I’ve used this networking technique personally, but it works really well for regular networking and casual events.
My favorite part is the use of a postcard follow-up. Here’s how it basically goes…
I am a big believer in using print and email newsletters to grow your business. I have used them myself in two different and competitive industries. Each time they worked better than my expectations.
I am particularly partial to print newsletters because businesses are not using them, they make a bigger impact on your clients and customers, and the results we achieved using them in our businesses prove it.
If you are setting appointments with prospects and not using letters to confirm the appointment and thanking them for the meeting you are missing a good opportunity to make contact and build your professional relationship.
Using appointment follow up letters will result it better business relationships which result in more referrals and sales, and you’ll have fewer no-shows and cancellations which is a huge frustration and a waste of your time.
Many sales reps use the phone to confirm appointments, which is fine. But you should also send a letter. It shows that you are professional and that you take the extra time to care for your clients and your business.
You can also use it as an opportunity to include a promotional item that can be of use to your potential clients like pens, cups, usb drives, magnets etc. These promotional items will have your company name or your name on them and you’ll keep your brand top of mind.
Confirming The Appointment Follow Up Letter!
June 01, 2020 Recipients Name Recipient’s Street Address City, State Zip
Want referred leads today? Watch this video and get cracking.
I have a really hot marketing tip that’s going to help you get more referred leads than you’ve ever gotten before.
This is a tip I learned about 20 years ago from my cousin and I used it the day I learned it. I got 15 referred leads in a 5 or 10-minute conversation. I was totally blown away. I’ve since then improved upon it and leveraged off it and I’ll show you how to do that in a future video. Let me know how it works for you.
Here’s how this referred leads technique works!
Here’s what I did:
I printed up about four pages worth of local printers that were in the area of a printing business that I have been doing a lot of business with. I highlighted the ones that I thought might be worth talking to. I approached the printing business owner and here’s what I said:
“Hey, Rich, I started a new marketing program and what do you know, your business popped up at the top of the list, how about that!”
I said, “Hey are any of these businesses worth talking to?”
So he grabbed the list, went through it and he checked off the ones that were worth talking to. He mentioned who wasn’t nice, who wasn’t doing well, and so on.
Then I took the list back and I said, “Hey that’s great thanks.”
Since the conversation was going really well and it was non-threatening I took it a step further and said, “Do you know of any new businesses in the area that are popping up that might be worth talking to?”
He said there’s a nightclub owner who’s doing really well, and then he remembered another business. I wrote them all down.
He finally asked what I asked what I was doing and I said, “Well, as you know I’m trying to grow my business and I wanted to introduce myself to these business owners and just drop some information off, you know no big deal. Is it okay if I use your name when I call on them?” And he said it was not a problem.
You might want to stick with the industry at hand, and in this case it was the printer industry.
For example, you could go to a real estate agent or a farmer, etc. and do the same thing. Just about any industry would work.
Here is a creative and effective way to warm up referrals and referred leads.
Edited Transcript of The Referred Leads Letter Video Above:
In the first video I showed you how to use a grabber to enhance response to your prospecting or lead generation efforts
In that first video I showed you an actual example of a letter that you could use for prospecting. In other words pre-approach letters, if you’re going after appointments. And also you can use it and tweak it for lead generation where somebody sends in a return reply response or call a recorded message and things of that nature.
So you can use that letter in that first video for just about anything when it comes to lead generation or prospecting. But the main example I wanted to show you was how to use a grabber. Meaning, something that grabs the reader’s attention and gets them to want to read the letter and therefore improve response rates.
So that was just a short recap of that first video. In this video I’m going to show you how to use that same grabber, and once again, you can use any grabber as I explained in the first video. You can use things like fake money coins, band-aids, giant paper clips, anything you can think of. The main key here is to tie in your grabber with your offer. You don’t want to just throw in any old grabber just for the sake of somebody opening the envelope and then getting them to read your letter. It’s got a tie in with your offer.
So in this example I wanted to show you how to use a pre approach letter to referred leads. This is going to tie in directly with the other video that you may or may not have seen yet, where I show you how to get referred leads, bunches of them, and you can literally start getting referred
leads instantly so you should watch that video if you haven’t yet.
So let me read this letter to you and we’ll break it down just a little bit. We use the grabber. It’s a Jewelers loop…
Dear name [So this is going to be the actual prospects a name. You have to use a real name. You don’t have to but you should because if it says dear friend or something like that it’s going to indicate that you don’t know who they are, so I’m trying to sell you something. You want to personalize it.]
I am writing you because your friend and business associate miss name said that you might be interested in my wealth engineering program [I used wealth engineering, you can use any description of what you do here]
But first let me explain why I enclosed a [name of grabber in this case it’s a jeweler’s loupe to this letter or why I attached a jeweler’s loupe] is used to
identify and help assess the value of a stone. The exceptional magnification of a jeweler’s loupe can reveal internal flaws and surface blemishes on exotic
stones that are not apparent to the naked untrained eye. I take the same approach to helping clients like mrs. name and their wealth building goals with my unique [name of program – so you’d put that there – wealth engineering program] will help you [and then here’s where you describe your benefit and then I give you an example] build wealth by deeply analyzing and arranging your finances using a personally tailored approach…etc. etc.
So if you want to get another example of how to close this letter you can go back to that first video and tweak it a little bit and and apply it here so that’s this letter in a nutshell.
You may want to use a letter like his and send it to referred leads. Yu might want to try it out and use it in conjunction with the other video which shows you how to get those referred leads, and I’m talking about a whole bunch of them instantly. I use that same technique that I explained in the video to get 15 referred leads in just a few minutes. And then you can literally do that over and over within a week’s period of time you could have dozens of leads.
I look forward to hearing how you use this video to your advantage and let me know if it works for you.