Your Champions are clients, customers, vendors and anyone familiar with your service that are simply ecstatic about what you do.  They are the ones who tell everyone they know about you and encourage their own circle of influence to use your service. In fact, they will call potential customers on your behalf to tell them about you without you even asking them. When you have identified your “Champions” you can ask them for the names of their contacts that have events or occasions coming up. They LOVE your products and services and will be more than willing to help.  Champions want you to succeed and will tell you so.  

Here’s an example of a Champion – “Heidi - want to say thank you for the fantastic job you've been doing - since you took over our basket - its been very simple and efficient and I want to personally thank you and Gina for your hard work and wish you a wonderful 200”6 - Lorna Walker, Sun-Sentinel Broward Marketing/Community Affairs Manager .

I responded with “May I quote you?” and here was Lorna’s reply: “it’s true and you can quote me anytime- anything to help you grow you business - you truly deserve al the success and I will be the one in the back row cheering :)

What do you do with your Champions referrals? Send those contacts a note, introducing you to them.  Include your business cards, a testimonial letter, and an offer.  The offer could be to set up an appointment to meet, or a discount on your initial consultation. 

Your Fans are those who do business with you, but would not think about referring your services on their own.  They need a little encouragement.  Ask them if they know of anyone else who is having an event that could use your service.  Tell them you would like to contact those people to offer your services to them.  Most of the time they are happy to help you out.  They just wouldn’t think of it themselves. This is a great way to turn Fans into Champions.  However, don’t take offense if some of your fans turn you down.  Perhaps they don’t feel comfortable yet offering you their circle, or they don't have know they have the right circle to refer you to.

When you have identified your Champions, keep a little information card in a rolodex or in an excel file that lists their interests – this can include family, hobbies, and collections. If their hobby is growing orchids, and you see an article for an orchid or exotic plant show, cut it out and mail it to them.  They will be impressed that you took the time to send it.  In fact, they probably won’t remember the information cards and may even wonder how you knew.  Schedule time every month to connect with your Champions either by phone, mail or email.  You may even drop by their place of business (if it is appropriate).  The important thing here is to always be “top of mind” (theirs and yours) so when a situation arises and they know someone needs your products or services, you are the ONLY one they think of.

Here are some ways to connect with the referrals:

·   Send greeting cards for all special events listed you are either going to or hosting. If you are a retailers might want to include a note for the recipient to stop by for the 25-cent tour and a small gift.

·   Send postcards a few weeks before each holiday or event listed offering a free consultation on other services you provide, discounts on purchases, or some other promotional item.  It is important to keep you at the “top of their mind” when they might be planning another event or know someone who is.

·   Fax or mail ideas for events two or three months prior to their corporate, or milestone events.   Offer a special consultation rate to help them plan a successful event.

·   If you see your Champions and others listed on your information cards “in the news” cut it out, and send it to them along with a Congratulations or Good News Travels Fast note.

The Little Extra’s Can Bring Big Results! 

·   If your Champions and Fans have businesses that you can promote, DO IT!  Hand out their business cards, keep a stack of them on hand to give to others when the opportunity arises.  I cross promote with many of the people who do business with me and this has grown my referral business more than simply doing a great job.

·   Include photos with letters to prospects, clients and vendors.

·   Keep your database current, adding and deleting as necessary. You wouldn’t want to send the assistant a note, if the assistant is no longer with your client.  It might just offend the person who replaced him/her and it would certainly make you look unprofessional.

·   Maintain good records of any networking event you attend. If you hear from a contact 3 years from now, you will be able to review those notes and not only impress the contact, this is almost a sure-fire way to close a sale! 

 ©2006 - Heidi Richards is an Author, Elan'trepreneur and Business Coach.  She is also  the Founder & CEO of the Women’s ECommerce Association, International www.WECAI.org and President of Women of Wisdom.     Ms. Richards can be reached at  heidi@wecai.org .  For a free Elan'trepreneur assessment, visit: www.elantrepreneur.com. 

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