Would You Be Mine?

Over the years I’ve written several posts about the significance of referrals. From what makes a good referral for us to our philosophy about thanking people for their referrals rather than enticing them with incentives, the importance of referrals can’t be overstated. And since Valentine’s Day is this Saturday, and referrals are about sharing some love, I thought it would be nice to relate a story that exemplifies the kind of opportunity we love to receive.

First and foremost I would like to thank Doug Griffin, my friend from the Siesta Key Kiwanis Club, for referring his friend to me. And before we get to the story I need to highlight this point. Doug is a friend, and he referred a friend. In my opinion friends make the best referrals.

Don’t get me wrong. We appreciate being recommended by our family members, and referrals from colleagues are always welcome. Client referrals are awesome because they include an endorsement of our work, but there’s something extra special about referrals from friends.

Perhaps it’s the little bit of extra effort required to bring up the subject in the first place. Meaning the motivation doesn’t come from a familial obligation or reciprocal business expectation. Or maybe it’s the context of the conversation. You know, over drinks or sharing a meal, however you spend time with your friends, which adds some serendipity to the exchange. I digress…back to the story.

Last week Doug had a friend visiting from New Jersey (always a good way to avoid a snow storm). His friend owns a successful antique shop in Cape May, and for some reason she asked Doug his opinion about selling products online. I’m not sure how the subject came up, but at some point Doug decided to send me an email with several questions and considerations. He copied his friend on the email, and asked for some advice.

That’s it. That was the magical moment. Of course I followed up with answers to his questions and my advice. There was no expectation of an opportunity or a sales proposal. It was just a friendly exchange of information. I did offer a ballpark price-range for our services, but not before suggesting she contact local service providers in her area.

And here’s where Doug’s friendly referral turned into a promising lead. She replied to my email and said how much she values Doug’s opinion. Then she briefly explained her online marketing goals, and requested a meeting this week after she travels back to New Jersey. Thanks again, Doug! I look forward to meeting your friend.

Until next week, 

Matthew Anderson, President
Milestone Marketing Associates, Inc.