With the economic boom of early 2000, many VARs and integrators experienced significant growth by default. Due to today’s economic conditions, however, numerous companies are tightening purse strings and reverting back to a traditional model of relying on referrals for growth. It’s unfortunate, then, that although many IT professionals rely on word of mouth to keep their businesses healthy, they do not have a strategy in place to ensure that customers spread the word.


It’s critical that companies equip customers to generate referrals. Promotion doesn’t happen by osmosis. It is the result of direct and intentional activities. Fortunately, these marketing tactics can be easy and cost-effective to employ.


The key to generating referrals starts with identifying specific marketing strategies. The process ends with executing the plan. Note, however, that the word “ends” is used only figuratively. Marketing only ends when the business ends … or it could be the other way around. For the record, “word of mouth” is marketing.


Referral business comes from many avenues. But it is a direct result of an entire company pulling together as a team. If employees routinely interact with customers, then make sure they are adequately equipped with marketing tools. Employees should be provided with a supply of company brochures and business cards to keep in the truck, for example. Instruct them to give customers a few brochures to pass out. And train them to ask for referrals upon completion of the job.


Develop an action plan … and execute. The goal is to stay in front of customers on a regular basis. It’s important to maintain their mindshare in the event that they are asked for a referral. Some strategies to employ include direct mail and Internet campaigns. E-newsletters, for example, are very cost-effective since postage and printing are absent. Include a “forward” button. Or, send printed newsletters that include informative tech tips and recent trends. Let’s face it, most everyone wants to stay up to date on their IT investments.


By initiating a few simple protocols you can ensure that customers continue to provide you with referrals. It takes just a few marketing ideas and a little effort to make it happen.


LESLIE STEVENS is president of Eclipse Marketing, a full-service marketing and public relations firm that works with manufacturers, distributors, and integrators to grow their businesses. She regularly writes articles for the residential and commercial audio/video and security markets and can be reached at (http://www.eclipsemarketing.net).

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