Fourth Article in the Series:
Attracting Your Ideal Client
We all want referrals, yet few of us have as many as we would like. Why? We don’t ask. We don’t ask because it is awkward and uncomfortable. We think that if the client is truly happy with our service, they will share that with people they know.
Sometimes referrals happen spontaneously and the prospect is a great fit for our business. More often than not, although our clients may value our service, they likely have a hard time articulating what we do. They may also not know the types of clients we serve best. So we get referrals, but they are not a fit and we waste precious time with a meeting or initial call because one of our best clients referred us.
By now, you have probably gathered that it is up to you to manage referrals. Here are a few ideas for doing just that.
ASK for introductions upon delivery of your product or service. With a happy and satisfied client, here is your opportunity to ask for their assistance. Thank them for the opportunity to have served them and express your pleasure in working with them. Ask if they would be willing to introduce you to ____________________ (fill in the blank). The blank could be their business partner, a buddy from the golf tournament, a professional colleague or someone else you know they know.
Do your homework. Find out who your clients know that you believe would be an ideal prospect for you. Then ask specifically for them to introduce you. By taking the responsibility for identifying an ideal prospect, you have made it much easier for your client to agree to introduce you. The old-fashioned method of asking, “Who do you know that could benefit from my services?” puts all the responsibility on the client to come up with a name.
You can modify this method just slightly and use it in an annual review meeting with a client or when asking for your client’s input on what you can do to improve your service or product. Take the responsibility for asking for referrals, not waiting, and for identifying who your client knows that would be a fit for your firm.
Be consistent with your message. Your clients will find it far easier to refer you if they know exactly what you do. Share who your ideal client is and how they benefit from working with you. Clients are often in conversations or situations where they can share your message with those seeking just what you offer.
P.S. Click here to listen to the Expert Series Interview, “The Art of Referrals” with Stephen Wershing, CFP®, author of Stop Asking for Referrals.