Want More Referrals from Clients? Don’t Make Them Guess.

by Peter Helmer    

Fred, the marketing consultant, is meeting with his client Tom.  ”Tom, I’m looking for more clients,” Fred says.  ”Do you know anyone who could use my services?”

Tom is flummoxed. ”Well, er, ah…., Fred, we’ve never discussed referrals before… er, ah….  I can’t think of anyone off the top of my head.  But I’ll let you know if I do,” Tom says.

Fred made a vague request.  Tom gave a vague response.  They’re both embarrassed.

Fred blew it.  Tom won’t be him giving any referrals.  Worse, Tom may think the less of Fred for making such a lame request.

To get referrals from you clients:

• Remind them regularly that yours is a referral based business.
• Be very specific about whom you want to meet.
• Make sure your client introduces you properly.

Get Permission to Ask

Fred’s referral request floored Tom.  He had no idea Fred was looking for referrals.

Surprising Tom and then giving him no time to think is a surefire way to get no referrals. And it’s a surefire way to really annoy Tom. Fred put him on the spot.

Paul McCord, a sales training consultant, says it starts with the sales process.  While your future client is still a prospect, start educating him or her about the importance of referrals for your business.  Paul calls this ”planting referral seeds.”

Once your prospect becomes a client, the seed planting process continues. Regularly remind her that you get most of your business from client referrals.

Paul argues that you have to ”earn” client referrals.  Get an agreement that if (a) you get the job done and (b) communicate appropriately, you will have earned the right to ask for a referral.

Attuning clients to your need for referrals is not easy.  But it’s essential.

If you don’t do it, you probably will be too embarrassed to ask.  Or you’ll be like Fred.  You’ll ask badly.

Now, Tell Me What You Want

OK. You’ve prepared your client. That was the hard part.  Now, asking will be a lot easier. She’s expecting a referral request at some point.

The best way to get a referral is to make a list of people you want to meet.  Then discuss the list with your client after you’ve done some research.

Start with social media.  Check out her LinkedIn connections, Twitter followers, and Facebook friends.

Paul says you can learn a lot about the people your client knows simply by talking to her. What trade shows does she attend?

What associations does she belong to?  Where does she network?  What vendors does she use?

Nothing – repeat, nothing – is more effective than giving the client a list of people she knows or might know.  A referral is a no brainer (well, almost).

I’d Like a Proper Introduction, Please

Now we’re at Step #3. Your client has agreed to introduce you.  But it has to be done correctly.

Don’t settle for ”Here is Sally’s number. Feel free to use my name.”  That’s not an introduction. That’s a lead.  You’ll be lucky if Sally returns your phone call let alone meets with you.

Paul recommends one of three ways for your client to introduce you:

1. Send a letter (which you ghost write).
2. Call the Ms. Prospect (while you’re with the client) and recommend that she meet with you.
3. Set up a meeting with your client, Ms. Prospect, and you.

Option #1 is the weakest.  Ms. Prospect still might not meet with you.  Option #2 is better but still no guarantee of a meeting.

Option #3 is a home run.  Ms. Prospect will meet with you on a semi-social basis.  That’s a great way to build rapport and pave the way for future business.

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