I recently added this into a forum post comment and realized that some more people might be wondering about this. Where is the best place to ask for a referral? It used to be simple, after they purchase - ask for a referral or maybe give them a call a few weeks later and ask. Definitely YES, those two options are prime time referral asking opportunities but now that we live in a digital era, there are A LOT more opportunities to connect and engage with your customer. Meaning there are a lot more opportunities to ask for a referral.
I like to refer to all the best places to "ask for a referral" as touch points and I will preface this with my STRONG, STRONG opinion that a referral program is great, it's awesome, but without an offer of some kind.... some of these ideas can just fall flat... why? People are busy. The offer is the stickiness that you need to go above the competition and stay at the top of your customer's mind. PS: People prefer MOOLAH, according to a recent survey," 77% of Americans identify money as their reward of choice."
I know some dealers are hesitant/wary about the effective on ROI when combined with the reward amount but it's such an inaccurate/outdated way of thinking about it. I love showing stats and blowing dealer's minds about ROI on referrals. Just look at PayPal: "By directly paying people to sign up and then paying them more to refer friends, we achieved extraordinary growth. This strategy cost us $20 per customer, but it also led to 7% daily growth, which meant that our base nearly doubled every 10 days." - Peter Thiel - Co-founder. And not only is it cost effective, it improves your overall branding and marketing efforts, according to MarketShare, "Word-of-mouth has been shown to improve marketing effectiveness by up to 54%."
My biggest tip to gain the most traction in the following scenarios is that you ensure your referral offer/request gets to your customers QUICKLY and it is EASY for them to refer. Below are a few top touch points for a dealership/salesperson, GM or really any employee to ask for a referral.
Top Touch Points:
The most common and effective touch is point is immediately after purchase, but as we all know, our salespeople are usually a little too stoked about closing the deal to handle this.. so here are some other just as effective and awesome places to ask for a referral or promote your referral program:
What do you think? Is one of these spots surprising to you or currently ineffective and not receiving enough traction? Do you have an easy way for your customers to submit referrals? Do you have a motivating incentive in place? Do you have a lot of success in another place, let us know!