When your referral marketing plan is working well, prospective customers buy from you the first time because they have been referred by your sources. They may continue to buy from you because they trust you and develop a good relationship with you. But whatever the reasons they come and whatever the reasons they stay, they are your customers primarily because they need your products and services.
A clear idea of your range of products and services is something your sources need to communicate to prospects. For each product or service you plan to market during your referral marketing campaign, you must be able to articulate for your sources the answers to the following questions:
- What is the purpose of your product or service?–What needs does it satisfy?
- How would you describe it?–What are its shape, size, functions, key features, principal activities, benefits?
- How is your product or service delivered to the customer?
- How much does it cost and under what conditions?
There are other questions concerning your products or services that you should answer for your own strategic purposes. Is your product becoming obsolete? Is there a newer or better way to provide the same service? What are the social and environmental effects of your product or service? Will economic or regulatory trends force you to change your products or services or the conditions under which you provide them? In the long term, will you be satisfied to continue to offer these products or services?
Knowing the answers to the questions above will help you clearly communicate your products and/or services to your referral sources. This is extremely important because only when you’re able to do this will your referral sources be able to effectively refer business to you.