How a Sushi Restaurant Can Get You More Referrals Featured: Dean Jackson - Marketing Expert
What does a sushi restaurant in Scottsdale have to do with getting more referrals for your business?
Let me explain...
In marketing, we all dream of having customers who don't just love our service but actively promote it. The kind of customer who hears someone mention your product or service and instantly says, "Oh, I've got the perfect solution for you."
That's the dream, right?
Well, Dean Jackson, one of the sharpest minds in marketing, told a story about how this dream becomes a reality. And the beauty of it is how simple the formula is.
Here's the story he shared:
"You know how I talk about referrals and how they always happen in a conversation. And that the best way to orchestrate referrals is to 'program' your customers so they think about you when those conversations happen.
Well, there's an interesting thing that happened to me not long ago. I was able to observe, first hand, the result of an orchestrated referral in action.
Here's what happened...
I was in Phoenix, Arizona, hanging out with a group of people. Most of them were from out of town. But there was this local guy Michael, who lived there in Scottsdale...
At one point, the conversation became about food, and somebody asked Michael if he had any restaurant recommendations.
Michael immediately asked back, 'Do you like sushi?' They say, 'Yes.' So he goes, 'Okay. I got it. I've got you handled...'
He took out his phone and started texting to the general manager of a restaurant called Sushi Roku in Scottsdale. He wrote, 'Can you make a reservation for eight people at 7:00 PM, and give them the double royal treatment?'
And I thought to myself, what an asset the restaurant owner has in a customer like that...
when they feel so empowered to introduce Sushi Roku to other people. I asked Michael how come he's such an insider with this sushi restaurant. And he told me...
The general manager at Sushi Roku noticed that Michael was eating there a few times. So one day, he approached Michael's table.
He introduced himself to Michael, befriended him, and gave him his card saying, 'Listen, if you ever have anybody that wants to come in here, you just text me, and we'll roll out the red carpet for them.
Do you notice the brilliance of this approach?
People love to feel like an insider. And this restaurant's manager made Michael feel like one. And I bet he also knew that the only reason people refer restaurants to other people is that they want to be the hero of the situation..."
Here's the takeaway: Clear expectations = clear results.
Now, think about that.
What did the restaurant do? They didn't beg for referrals. They didn't offer discounts or loyalty points. They gave their customer something far more valuable a sense of importance.
People want to feel like insiders. They want to be the hero.
And if you empower your customers to feel like that, they'll gladly tell others about you.
This isn't just about restaurants. This works in any business.
Ask yourself:
- Are you treating your customers like they're special?
- Are you building relationships with them that go beyond the transaction?
- Are you making it easy for them to talk about you?
Because here's the harsh truth: If you're not doing this, you're leaving money and referrals on the table.
When you focus on connection, you create advocates. Advocates bring you referrals. And referrals grow your business faster than any ad campaign ever could.
Make it your mission this week to create one moment with a customer that makes them feel like an insider. It could be a personalized note, a small gesture, or even just a conversation.
Those moments add up.
Talk soon,
Daniel Mighty