Industry veteran Brad McClure has a lot of “energy” when it comes to his client base. 

He’s won the business of more than a handful of energy-related accounts just this year, most of which span many locations throughout the state of Texas. His Manager Robert O'Gorman credits Brad's tried and true methodology for going "vertical."

"I attribute the success in this sector just to the old-school way he goes about his business.  He takes the customers to lunch. It's casual, it's not just a business relationship. He knows about so and so's son at Texas Tech, etc. Brad also helps his clients find other new customers, and they return the favor," Robert said. "The bottom line is he takes the time to show how much he cares about doing right by them."

Brad, meanwhile, recognizes the need to “speak the same language” as his clients in this sector (and others), but also says it’s more than just that.

“It’s about listening to what they’re saying and how they’re doing business and ultimately incorporating your solution into that,” Brad said. “What are they trying to accomplish? Tie that into what you are proposing to them.”

How has Brad garnered such incredible momentum? Simple word of mouth helps.

“It’s all the same: You take care of people and they will take care of you,” Brad said. “We’re joining a partnership and it goes both ways. If they need something, I make sure I get to it. Make them feel important.  Because ultimately, I want them to tell people, ‘if you need a copier, call Brad.”

A referral is an incredible tool, too.

If you’re gaining momentum in a specific vertical, referrals are a great way to build our reputation within that space. (I.E., I do business with so and so in your industry).  

"Sometimes I ask for them (referrals), sometimes they just come in,” Brad said. “But gaining referrals comes down to this: If you take the time and pay attention to what your client is saying and what he or she needs, they’ll have more respect for you and be much more willing and apt to champion you (as a business process consultant).”

How to Gain a Referral: Six Best Practices from a Real Pro. 

Brad's longtime DFW colleague and fellow veteran Jeff Graul, a while back, shared with us his best practices for gaining a referral.  We thought they were worth revisiting here.

1. First, gain their trust.

“I believe it all comes from building a strong foundation of trust in the eyes of the customer,” says Jeff.

This includes, he says, doing what you say you’re going to do, when you say you’ll do it. And then always being responsive to customers needs and resolving issues quickly. He always tries to respond immediately and at least within the hour.

"I’ll try to do little things that go above and beyond – if somebody’s out of toner, I’ll personally bring it to them. When I go above and beyond, and I’ve gained trust, that’s when I’ve earned the right to ask for a referral.”

2. Know the program.

Datamax offers a fantastic Client Referral Program. When clients refer new business to us, we’ll reward them with a Visa gift card, or they can opt for donating to a non-profit organization of their choice.
Clients simply complete and submit a Datamax Client Referral Form online. The referral will be distributed to the appropriate sales department and assigned to a Datamax Consultant. If it results in a sale, that person will be notified via email.

3. Know when (and how) to ask.

“When we've created a Raving Fan, we've earned the right to ask for a referral," Jeff says.

Got your business card handy? Just flip it over and show it to your customer. There they will find details (and a QR Code) on how to begin submitting a referral!

4. If possible, get it in writing – YOUR writing.

Take it a step further and offer to write the referral letter and then have them read over it for approval. By doing this, you’ve taken the heavy lifting off their plate. They’ll sign off on it in a heartbeat if you’re being transparent on paper about what you’ve done for them.

5. Follow up.

It takes 6 to 8 touches to generate a viable sales lead, according to Sales Force. It can take multiple touches for a referral, too.

This can be a bit delicate, as to not burden the client again and again. But Jeff has solid advice here:

“If I don’t get a response (after a referral request), I’ll wait for the next opportunity, often when a client is raving about something we’ve done again. It’ll present itself in different kinds of ways. I just have a feeling when it’s the right time.”

6. Maintain the relationship.

You never know where that relationship will venture in the months or years ahead.

Perfect example: Jeff had done business with an IT director at a nonprofit for years, until that individual left the organization. On a whim, Jeff looked him up on LinkedIn and connected. The two caught back up and continued to keep in touch. When it came time for a copier purchase, Jeff was in perfect position.

“I’ve already sold him eight machines at four different locations,” Jeff said.

Part of it is instinct. Part of it is making the most of a Raving Fan experience. But word of mouth – i.e. customer recommendation – is one of the most powerful tools in our sales repertoire.