[PLAYBOOK] From Message to Referral: The Role of Consistency in Word of Mouth

The Snoball Effect

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In this episode of The Snoball Effect podcast, Todd Jensen, the CMO of Snoball, highlights the importance of consistency in referral marketing, particularly for home service companies.
Todd explains that a single outreach is rarely enough to generate referrals; instead, building relationships over time through consistent communication is key.
He emphasizes that around 60% of referrals occur after the initial connection, and it often takes more than two interactions to encourage customers to send their first referral.
This means businesses need to shift their mindset to viewing referral requests as part of an ongoing conversation rather than a one-time transaction. Todd provides a unique perspective by recommending businesses ask for referrals early in their interactions with customers.
This approach allows companies to immediately gauge customer sentiment and take corrective action if needed.
For example, a customer who declines to provide a referral and mentions unresolved issues becomes an opportunity to address those concerns.
On the other hand, customers who respond positively but can’t think of a referral right away can be nurtured through ongoing communication, ensuring the brand stays top of mind for future opportunities.
The episode also touches on common mistakes businesses make in their referral programs.
Todd cautions against "one and done" messaging, where companies send mass referral requests sporadically.
He argues that this approach feels impersonal and can alienate customers. Instead, he advocates for a more deliberate, managed referral program that engages customers consistently, ensuring that the brand is part of their natural conversations and interactions over time.
Todd concludes by underscoring the importance of taking ownership of the referral program rather than offloading it to sales teams or technicians, who may lack the capacity to nurture these relationships effectively.

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