Every day it is in the news depending upon who you believe we either are in a recession or will be soon. Your business must be ready to go on the offense. Referrals are the best kind of leads any business can utilize. Referrals are equally one of the most cost-effective forms of marketing you will ever do in your business.

John Jantsch, an expert in generating referrals lists 7 “touch points” to consider when creating a referral program (see below).

One of the keys to tapping the systematic generation of referrals is to identify and address the customer touch points that add up to lead a customer to the logical and emotional decision that your organization is referable.

Martin Howey states, “every person, place and thing in your business that comes into contact with a prospect or a customer is performing a marketing function. Your organization’s referability is being decided by the sum total of those contacts.”

It’s so important to figure out the critical stages involved in developing a customer and then fill the gaps in every contact – by fill I mean, make sure that every contact is a marketing contact – and that includes things like delivery, customer service, even billing.

The 7 Stages and logical touch points along this customer referral life cycle according to John Jantsch.

1. Know – Your ads, article, and referred leads
2. Like – Your web site, reception, and email newsletter
3. Trust – Your marketing kit, white papers, and sales presentations
4. Trial – Webinars, evaluations, and nurturing activities
5. Core – Fulfillment, new customer kit, delivery, and financial arrangements
6. Repeat – Post customer survey, cross sell presentations, and quarterly events
7. Refer – Results reviews, partner introductions, peer 2 peer webinars, and community building

What are you doing to get referrals in your business?