How referrals benefit my business

WHO: Phil Cavalier-Lumley, managing director of Affinity Productions.

WHAT: Bradford-based wedding-video makers.

THE ISSUE: How to generate more business.

THE SOLUTION: "I set up Affinity with my business partner in 2000. Referrals have been responsible for many of the jobs we've done.

"In the wedding industry, obviously, we're dealing with customers who aren't likely to give us repeat business! The majority of our market is new business, so referrals are extremely important.

"Receiving positive customer feedback is key. We always try to make sure customers are delighted with the service we provide, so they'll recommend us to their friends and family.

"From the start of the process, we place great emphasis on customer service. Wherever possible, we aim to exceed our customers' expectations.

"When we're working, we always make sure we carry business cards to give to people. People see us doing our job, which makes it easier to get referrals, because they can see we're professional.

"We don't ask for referrals from customers until the job is finished, otherwise it comes across as aggressive. We prefer to remind customers subtly that we've done a good job. Then we ask if there's anyone they know who would be interested in our services.

"A few years ago I met an electrician at a chambers of commerce event. He asked me to film his daughter's wedding and his son's wedding too. He was so pleased with the job we had done that he referred us to his friend, who also booked our services. It's important to do your job well, so people remember you."

LESSONS LEARNED:

"Referrals are the easiest way to generate business. It costs you nothing, but you do have to make sure you do a good job in the first place.

"Only ask for a referral once you have completed the job and make sure you're not too forceful."