Get Client Referrals on Purpose and Not By Accident The Marketing 24-7 Podcast

For people like me in marketing it is a very unwelcome fact: the higher up the financial food chain you go in search of clientele, the less likely you are to obtain a customer, client, or patient through advertising, direct mail, or other proactive outreach. 
Oprah Winfrey does not look on Google for a chiropractor, nor will she be motivated by a late night TV ad. If she has back pain, she'll reach out to her network for a recommendation.
To woo affluent clients the best weaponry is by repeatedly offering "bragging rights experiences” to your customer and client base. The hospitality industry has been doing this for years.
Golf resorts have been dispatching massage therapists to deliver a quick rub to sore shoulders or achy backs between greens. Hilton's super upscale Conrad Hotel introduced the now popular "pillow menu" and individual concierges. Whilst St. Regis, introduced your personal butler.
You probably don't operate a hotel or a resort, but you can learn a lot from the most upscale of them. The best have committed clientele, unwilling to stay elsewhere unless absolutely unavoidable, and urging their peers and friends to follow their lead. 
Most businesses settle for whatever word-of-mouth advertising or specific referrals they get by accident, but in marketing to the wealthy, it is more vital to get them and each referral is so valuable, that a strategic investment of time and money is warranted. 
There are three main strategies: 
creating experiences customers are motivated, preferably compelled, to tell others about - that is, being the basis for storytelling  recognizing and rewarding those who refer  tracking, measuring, and managing referrals Steps 2 and 3 aren’t very useful without step 1, which is pretty obvious. But by taking the time to understand the psychological and emotional drivers of your wealthy customers’ buying behaviour and enthusiasm for what they buy and whom they buy from to crafting the most appropriate sales language and choreographing your sales process – all combine the Total Experience as felt by the customer.
That total experience determines a customer’s willingness to refer when asked as well as the likelihood of them spontaneously recommending you to others of their own initiative.
An important thing to understand is that satisfaction is not sufficient. 
For example, there are many businesses I buy things from and do business with which I am sufficiently satisfied to continue as a customer. my dry cleaners, the local car wash, and my Accountant. But I have zero motivation to tell others about these businesses, let alone passionately urge others to use them. 
On the other hand, I have actively referred people to my dentist; my graphic designer Troy, my favourite restaurant, Brika.
Why do I champion these businesses but not the others? 
Because they do more than satisfy. They meet a higher standard. The secret to referral stimulus is the difference between satisfaction and enthusiasm, produced either by merely expectations or by exceeding them. 
Getting recommendations and referrals from your clients is about turning them into storytellers about their experiences with you. Nobody gathers a crowd around at a cocktail party to tell them, "My dry cleaner gets my clothes clean, folds them, and puts them on hangers." It's just not much of a story. 
Here's why this is particularly important in working with affluent clientele: Surveys show that the affluent are 30% less likely than the general public to return or exchange unsatisfactory merchandise, seek out management to lodge complaints, or make their disappointments known. Their time is too valuable to spend on such activities. They simply go elsewhere. If the experience you are delivering is unsatisfactory or merely ordinary, you can't rely on your wealthy customers to do your work for you and alert you to your mediocrity. You have to determine it, based on poor referral statistics or other statistical m