It takes real work to capture and close Internet leads. So you want to make sure that all of your effort creates more easier-to-convert leads in the form of referrals from your existing and past clients.
As I am sure you can guess by this point in the book, I do not leave this up to chance. I have developed a simple system for asking for referrals from current (or past) clients at the exact right moment.
A net promoter score (NPS) is a customer loyalty metric that is calculated by asking a simple question: On a scale of 1 to 10, how likely are you to refer us to a friend or colleague? What the research has shown is that 9s and 10s are “promoters” of your brand. Sevens and eights are “passive,” and anything six or less is a “detractor.” The survey also usually allows for them to give one additional answer: Why?
I make it a habit to send out NPS surveys two to four times a year to all our current and past clients. When I do, immediately afterwards, I segment the responses by 9s and 10s and I give that list of our “happiest” current and past customers back to the salesperson who originally closed them.
The person who closed them then follows up with a phone call to “check in” and see how things are going. Then after they speak to them we send them a handwritten note (using Bond.co), thanking them for their loyalty and business.
At the end of the strategically timed check-in call (and in a p.s. in the note we mail) ...