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How Referrals Should Be Part of Your Marketing
By: Cindy Wendland
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There are those people who seem to know where to go, who to call, and how to get things done. They know the best restaurants, best dry cleaner, best accountant, and best party planner. Those people are relied on to help grow their businesses and get more done in the business world. If someone asks you for something outside the scope of what you do, you can either say, “We don’t offer that,” or you can dig into your network and find someone you trust who does. That helps your business and theirs.

The classic example of selfless referrals is in the movie Miracle on 34th Street, where the employees at the department store referred customers to other department stores. It actually increased the sales at the first store because the customers were so pleased they were getting help and their needs were being met. People genuinely appreciate help when they ask for it. (Keep in mind that unsolicited help is not as well received.)

Business networking groups have become a great way to find more people to fill in the areas you lack. Promoting yourself to another business is a great way to end up getting customers. It even helps to meet with people in the same industry, as you will find you have some overlap; you will also find unique areas that you can promote for each other.

Referrals are an extension of your relationship with your customer. You want to satisfy your customer’s needs with your product, but if you can’t, you should keep them happy and satisfy them with someone else’s product. It’s positive marketing and will pay off.


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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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