Avionics News April 2018 - 50

series

BUSINESS BASICS
B Y

G R E G

L A S L O

A friend in need
Boosting customer referrals to grow your business

T

he need for referrals are everywhere.
Take the new pilot who moves to town.
Almost immediately, he needs a realtor,
car mechanic, personal physician, dentist, and
veterinarian, and maybe even an attorney, accountant,
and local watering hole.
He probably also needs a trusted shop for his
airplane.
Certainly, as soon as he asks, he receives an
abundance of suggestions from new friends offering
the names of professionals who can help him settle
into his new home.
But it isn't just newcomers who need that friendly
advice.
Right now, someone close to you - maybe a
longtime owner who's out of the loop, or a new
one who's still trying to figure things out - needs
some help with his or her airplane. Maybe it's for an
ADS-B upgrade, a new audio panel or flight display,
or just some routine service and love. For them, a
referral from a knowledgeable friend is a gift of gold.
It is for you, too.
A quality referral solves problems for everyone
50

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april

2018

involved; the airplane owner finds a source with a
solution, the referring customer gets to feel good
about helping a friend, and the shop gets the new
business from that word of mouth.
No doubt, you appreciate how important this kind
of marketing is for your shop. Across the board, we
prefer to do business with people we trust, and 84
percent of customers trust recommendations from
people we know, according to research firm Nielson.
It makes sense, then, that you should focus effort on
getting more. You do that with the most fundamental
rule of sales: You must ask to get. It simply may
never occur to many customers to pass along your
good name if you don't first plant the seed in their
mind.
You sow the field by creating a systematic plan
for growing referrals - starting with committing to
your current customers' satisfaction so they're happy
to recommend you, then knowing when and whom
to ask, and then working to make each request for
referrals as fruitful as possible. When you do, you
may find that when you're in need of new customers,
word-of-mouth marketing is a good friend, indeed.



Table of Contents for the Digital Edition of Avionics News April 2018

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Avionics News April 2018 - Intro
Avionics News April 2018 - Cover1
Avionics News April 2018 - Cover2
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