CHAPTER 70
PUT YOUR BEST SALESMEN TO WORK ON STRAIGHT COMMISSION
I've told multiple businesses the same thing: “You'll never again be your own best salesman. Learn to embrace that.”
Who is better at selling you than you are?
YOUR HAPPY CUSTOMERS SELL YOU!
Your social circle of influence, your partners, your customer reviews and testimonials are all far better at selling you and your business than you will ever be, so maybe it's time to stop trying so hard to sell and it's time to start equipping those that like you with the tools that they need in order to sell for you.
Many businesses ignore the fact that their current loyal base of customers is a great source of new business. The best way to put this knowledgeable crowd to work is for you to put into place an incentive program that encourages your current customers to help spread the word about your business. In many cases you don't even need a fancy tracking system. Simply giving your best customers business cards that they can write their name on the back of and pass out to friends will likely suffice. Be generous in offering incentives and prizes to customers that go through the trouble of sending you new business.
The landlords who I use for my business offices offer a referral fee to existing tenants who refer new clients to them. Giving busy professionals a little monetary incentive has helped them add many new tenants and they didn't have to spend any money on advertising in order to make it happen. It's 100 percent pay-for-performance. ...
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