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education Cast Your Nets Before


Prime Prospects By Jim Ackerman


more likely to refer others. Only trouble is, referrals usually happen on an incidental


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basis. In other words, it’s a matter of happenstance. Referrals come, but there is no way to count on them as a defined and predictable percentage of your revenues. That is, of course, unless you install incentive-based, passive and pro-active referral systems.


Incentive-based referral systems are simply processes designed to encourage customers to refer their friends, relatives, neighbors and business associates on a regular basis, and reward them for doing so. They also provide your


56 Mobile Electronics February | March 2012


very mobile electronics retailer knows the best client is a referred client. Referrals are usually lie-down sales who buy quickly, don’t comparison shop, seldom complain, spend more money and are


customers with a specific procedure to follow, which makes referring natural and easy for them. Passive systems include giving your customers cards or


gift certificates that they give to their friends. The document includes a place for the name of the referring customer. When a card or certificate is redeemed by a referred prospect, the referring customer is sent the promised incentive. The system is “passive” because you never know who the referred prospects are going to be until they show up at your store to buy. You do not get control of the name and contact information for the prospect in advance and cannot pro-actively solicit that person’s business. Pro-active referral systems do secure the names of prospects in advance, thereby facilitating your ability to approach them on your timetable, rather than theirs. In this case, your clients


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