Building your business with Guaranteed Referrals

When the economy is good and money flows like water, quality is king. You can demand just about any price for your work and there always seems to be plenty of it. But when money is scarce, and everyone starts tightening their belts, service is king, and the marketing machines start smoking again.

Since most of your potential new customers are being bombarded with advertisements and literature, and even getting sales calls, you need to pull out all the stops and use some unconventional means for acquiring new business.

I’m talking about using your VENDORS to give you guaranteed referrals.

I have found that you get as much customer support as you demand. Having worked for one of the manufacturers, I got a good feeling for how mutually beneficial this relationship can be. Of course the manufacturer must try and be objective, spreading the referrals around, so as not to favor one customer. Here are a few of the ways I convince companies to support me, and some of the ways I return the favor, which in turn assures that they will refer to me again:

1) At holiday time, I send candy, cards and gifts to all of my vendors. I don't just send to the sales rep, I send to the customer service department, accounting office and technical support. Do you think they know whom we are when we call in? You betcha they do. When someone calls in and asks where they should send that In-Ceram crown, or Empress inlay, or injected denture I know I'll at least be on the list. (I've also gotten interest free payments to split large orders over two months by having good credit history and a "box of candy" relationship with the accounting department).

2) Check your vendors Web site. I did, and discovered that both Vident and Ivoclar have a section where they list the laboratories that support them. I made sure I was on both Web sites. I recommend you do the same. Look at each and every vendor you use, and get your link in place. Don’t forget to return the favor and give THEM a link from your Web site.

3) When I get a referral, I follow up with a thank you note, or if it turns out to be a really good referral, I'll do more than that and send a gift certificate for a restaurant or a small gift.

4) Always ask a new customer how they heard about you. You may be getting referrals and not even know it.

5) Be a show-off. If you have a product that you think is the best in the business, don't be afraid to say so. In fact, shout it to the world! Your vendors will appreciate your support, and will be more likely to refer potential business to a customer who is more than happy with, but ENTHUSIASTIC about their products.

6) Let your vendors see your work. I burn off a roll or two of film every week. I shoot photos of all my really nice cases. If they are really good, maybe I'll write an article about the case. If I'm not going to archive the photos in the library, I will pack them up and send them to my vendors. They like to see people using their materials, and may even ask to use your photos in an ad or article. If they like your work, and have confidence that you can use the material well, you are more likely to get referrals.

7) Be HONORABLE. You may know I sell implant parts. My supply company, Speedent sells a complete line for all the popular implant systems. Naturally it would be more profitable to use them on all my own implant cases. I don't though. If my 3i rep refers a customer, I buy the parts from 3I, and send a copy of the invoice to the rep with a thank you note. They appreciate that I am not taking advantage of the relationship, and cutting them out of their component sale. I’m not a competitor; I’m a valuable resource.

8) Don't switch companies for a dime, or even a dollar. Remember labor is your biggest expense, and supplies and materials only make up about 8-10 percent of your operating budget. I would rather be a big customer to one company, than a small account to five companies. Find the vendor that you want to do business with and stick with them. They will stick with you.

9) Keep them updated. I put my primary vendors in my database. When we have a price increase, send out a big mailing, or publish our newsletter, they all get a copy. Remember, out of sight, out of mind. Let them know you are a mover, and a shaker and helping them sell their products to your customers.

10) Refer them some business. If I send someone to a vendor, I call and let the vendor know so that they will take good care of him when he calls. More importantly, it puts them in the position of "owing me one".

NOTE: Remember that just because you buy their product, they can't send you every lead that comes in. Most reps that call on labs don't call on dentists, so they don't get many chances to send out a referral. Just try and be the one that pops to mind first!

I had a small local laboratory call the president of an implant company and complain that they refer me all the local business because I'm a big laboratory. Guess what? That call was the first time he'd ever even heard of that small laboratory. I have a guerilla marketing campaign going all the time. THAT’S why I got the referrals!
Remember that your vendors benefit from your success. They WANT you to succeed. When the road looks long and dry, It’s good to have a loyal companion to help you along your way. Follow my advice, and start getting guaranteed referrals!