What's Your Referral Number?

What's Your Referral Number?

By John Jantsch

I can tell you that the relative health and success of most businesses can be gauged by this simple factor – how many clients refer friends, neighbors and colleagues.

This may be hard for some to hear, but if you are not receiving lots of referrals, there may be something that needs fixing.

If you have any issues around asking for and expecting referrals, something may need fixing.

So here’s the deal, what’s your referral number? What percentage of your clients refer business? If you can quantify that number you’ve got a great starting place to build from. That one metric may just be the simple answer to all your marketing woes.

Create a baseline for that number and then ask yourself continuously what you can do to improve it.

Sometimes you need to fix your products or processes, other times you need to fix your message. Many times this number is too low because you have too many clients that aren’t right for your business and that you don’t serve well because they aren’t profitable. Unprofitable clients are hard to thrill.

Start asking clients that do refer, why. Start asking clients that don’t refer, why. Start asking everyone you do business with what you could do better and then fix it.

Your goal – a referral number of 100%. A girl’s gotta have a dream!


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Referral marketing, also known as word-of-mouth marketing, is one of the oldest (and still most effective!) marketing strategies out there. It’s basically about people buying your products and services because somebody they trust recommends it to them. Word-of-mouth is a subtle process that is present everywhere in our daily lives. The reason for which a […]
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Referral marketing looks like the elixir of marketing. You are making your customers refer their friends to your business at no extra cost. Doesn’t that sound great? If you are a business owner, I know it does. But here’s the thing: creating a referral program isn’t hard. With software companies like ReferralCandy and Referral SaaSquatch, it has never […]

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