Home > Business, Examples > The Advantage of a Referral

The Advantage of a Referral


Category Icon TestDid you know that some 85% of individuals in 2013 (according to BrightLocal) utilize ratings and referrals when searching for a business to work with? This got me thinking about Referral Marketing. I once heard that it takes 13 good comments to make up for 1 bad comment. So how do you make that happen? Where are prospects going to hear those 13 good comments? Today, cities are full of strangers and we often have clients who are miles from where we live and work. How can you build a level of trust with a prospect so they know you will do what you say you are going to do?

Word of mouth is such a natural way of doing business that we usually don’t give it a second thought. Referrals was how it used to be – when running a business meant serving a community of people you knew. People who were neighbors or who went to church with you or where parents of kids who went to school with your kids – friends or your friends’ friends.

I have heard several commercials about Angie’s List. I can’t say that I have used it. Being old school, I would rather get a referral from a friend I know and trust who has used a particular supplier and is completely satisfied with the service provided.

Category Icon TestSeveral years ago, I was a member of a local BNI (Business Networking International) chapter. At the time, I was working for a local exhibit company here in St. Louis I found membership in BNI rewarding financially and a fantastic educational experience. The organization maps out a systematic way of planning, generating and monitoring referral business.

Getting a referral from a person within your professional network that you know and trust is much more powerful than a lead or cold call. How strong is your referral network? What are you doing to strengthen it?

If it needs work, I suggest you join a local BNI chapter or even a professional organization like EDPA. Also, on Google you will find several articles with tips on how to build your referral network.

Dealing with people you know and trust is a better way to live and work than being disappointed with strangers.

About the Author

Rich Fava is an Account Executive at Optima Graphics.
He has spent his career in the graphics world since earning his Design degree and in Trade Show since the early 90s.

The views expressed in this article are those of the author and do not necessarily represent the views of, and should not be attributed to, other Authors, Optima Graphics or Taylor Corp.

  1. November 23, 2015 at 6:53 am

    Great advice, Rich. Thanks!

  2. November 23, 2015 at 7:59 am

    Great information.

  3. Mark Nardoni
    November 24, 2015 at 1:33 pm

    Great post Rich!

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