Now, there are two important questions the chairman should ask. One of them will ensure you really do lift your game, and that question is: what would we be doing if we were the best at what we do in Australia? If we were the best pharmacy in Australia, or if we were the best vet in Australia, what would we be doing differently? And you know, they’ll tell you. It’s very simple, isn’t it? If you do what the best will be doing, what do you become? The best. So, ask for input on what they think the best would do, and then do it.
Here’s the other great question: what rewards should we give to people when they refer clients to this business? Now, a lot of them will say, “You don’t need to give any reward. We are happy to do it.” But that’s when the chairman can explain, “Well, when somebody’s referred, it saves the business marketing costs.” Every referral saves costs, so it’s fair to share some of the savings with the people who make the referrals. And that makes sense to them, and you know, it’ll be amazing. They won’t suggest you give them a gold-plated Royce Rolls or just a handful of seeds. They’ll be reasonable about the referrals.
Here’s the real bottom-line of that question. It will remind your advisory panel to refer you. In fact, they will become a panel of advisers. They will know you want referrals, and will refer people to your business. That will be the result. So, your customer advisory board becomes an advisory panel. Yes, but better still, they become a referral dynamo — yeah, that’s right! You’ve explained to them the rationale of referrals, why they should happen, what they’re worth to you, and the fact that a reward is due. So, you’ll get referrals, which is another way of generating heaps of prospects.
Oh, by the way, the discussion should go for 45 minutes to an hour, and then it’s time for you to return and invite participants to have a drink, a chat, and a sandwich — because it’s great networking for them. They’ll really enjoy it, because after all, they are great customers, clients, patients, or patrons of yours, and they’ll like meeting each other.
Now, should you pay them? Yes, but not money. Give them a gift, something of value — not just one of your pens and pen holders, but really think about it, and give them something they’d appreciate. Maybe a couple of Gold Class movie tickets, an iTunes gift voucher, or maybe a book token or whatever. But think about it and give them something of value, something that shows you appreciate their time and their advice.
Customer advisory boards, client advisory boards, patron advisory boards, patient advisory boards — when you use them right, they can help you create a great business. (And, incidentally, generate heaps of prospects).
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