QUESTION – how do I maximise repeat business and referral rates?THOUGHT – create evangelists There are few people I try harder to avoid than religious, sporting, or political evangelists. Being sold on a God I will never believe in, a sporting team I will never care about, or a political grouping I don’t respect is […]

QUESTION – how do I maximise repeat business and referral rates?THOUGHT – create evangelists There are few people I try harder to avoid than religious, sporting, or political evangelists. Being sold on a God I will never believe in, a sporting team I will never care about, or a political grouping I don’t respect is monumentally alienating. That said, in business, few things are more important than an evangelist, and there is much to be gained from having customers who are not just happy and repeat purchasing – but also singing the praises of the business – just like an American born-again Christian on television on a Sunday. A recent study found that 83% of customers are willing the make a referral, but only 29% actually do. That is, while 83% of people have had an experience that warrants a referral, less than 30% follow through.To quote the late, great…