The Best Way To Attract New Clients
Referrals should be the life-blood of your business.
But I’ll bet that’s not the case.
In fact, I’m betting that you get a couple here and there, are thrilled when you get them, but have no clue how to ensure you keep getting them…consistently and automatically.
Well, we’re going to change that.
But before we do I want to make certain that you understand why referrals are so much better than other prospects.
A referred client does not need to be sold. Unlike other prospects, a referral comes to you 95% pre-qualified and predisposed to doing business with you.
A referred client will refer to you. When a client comes to you by way of a referral, she is much more likely to refer to you as well. It’s a behavioral thing. The best referrers have generally been referred.
A referred client is easier to work with.
In most cases, a referred client is more motivated, more trusting and more loyal. This is a function of the referral process. The referrer most likely said some very positive things about you. The referrer trusts you enough to refer to you. The referral trusts the referrer, that’s why she’s come to you. And now that trust has been logically extended to you.
A referred client can be more profitable. The marketing investment to obtain referrals can be comparatively inexpensive, sometimes even free. Plus they are more likely to refer to you, are generally easier to work with and tend to stay with you longer.
So now that you understand why referrals are the best prospects, let’s work on creating an approach that generates a steady stream of them.
It’s a very simple system:
Earn
Ask
Reward
Earn – Seems simple enough. Do a great job. Overdeliver. Never be late. Send hand-written notes and birthday cards. Know all the details that matter like the name of your clients’ kids, what they do for a living, when their anniversary. Send gifts and show real appreciation for your clients doing business with you.
The more you give, the more you’ll get.
Ask – Let everyone know from day one that they’re required to be a “walking billboard” for you. Educate your clients about what type of person you want as a client (it helps if they fit the mold) and ask them to refer anyone who might be your “ideal client.” Send a newsletter each month, in which you recognize the clients who have referred to you. You might even start a “referral rewards” club. This will help strengthen the referral culture. Ask your clients for names and contact info of people who might be interested in receiving your newsletter – this is kind of a “soft referral.” You can send the newsletter and a free report compliments of the referrer. One other simple way to generate prospective referrals is to gather names and addresses of 3-5 close friends, family members and co-workers on the day someone becomes your client. Let your client know you want this for 2 reasons…you want to send the free newsletter & report as a gift from them and to take steps to educate those around them to facilitate a environment that leads to success.
Reward – You need to reward clients (everyone really) for the action of referring, not just when you close the sale. It can be as simple as a phone call or a card. It also could be a personal gift like a book by a favorite author or a gift card to their favorite store. No matter – the key is reinforcing the action of referring. You might even offer cash (everyone’s favorite gift.) Your clients will soon be referring prospects left and right.
Referrals are like any other facet of business – you can’t be shortsighted. You need to be consistent and ask every client, send newsletters each month and reward every referral. Eventually, you’ll hit “critical mass” and referrals will be flowing t you like water. Your list will grow and you may be forced to accept clients only by referral. Just be patient and do the work. It will pay off.
But I’ll bet that’s not the case.
In fact, I’m betting that you get a couple here and there, are thrilled when you get them, but have no clue how to ensure you keep getting them…consistently and automatically.
Well, we’re going to change that.
But before we do I want to make certain that you understand why referrals are so much better than other prospects.
A referred client does not need to be sold. Unlike other prospects, a referral comes to you 95% pre-qualified and predisposed to doing business with you.
A referred client will refer to you. When a client comes to you by way of a referral, she is much more likely to refer to you as well. It’s a behavioral thing. The best referrers have generally been referred.
A referred client is easier to work with.
In most cases, a referred client is more motivated, more trusting and more loyal. This is a function of the referral process. The referrer most likely said some very positive things about you. The referrer trusts you enough to refer to you. The referral trusts the referrer, that’s why she’s come to you. And now that trust has been logically extended to you.
A referred client can be more profitable. The marketing investment to obtain referrals can be comparatively inexpensive, sometimes even free. Plus they are more likely to refer to you, are generally easier to work with and tend to stay with you longer.
So now that you understand why referrals are the best prospects, let’s work on creating an approach that generates a steady stream of them.
It’s a very simple system:
Earn
Ask
Reward
Earn – Seems simple enough. Do a great job. Overdeliver. Never be late. Send hand-written notes and birthday cards. Know all the details that matter like the name of your clients’ kids, what they do for a living, when their anniversary. Send gifts and show real appreciation for your clients doing business with you.
The more you give, the more you’ll get.
Ask – Let everyone know from day one that they’re required to be a “walking billboard” for you. Educate your clients about what type of person you want as a client (it helps if they fit the mold) and ask them to refer anyone who might be your “ideal client.” Send a newsletter each month, in which you recognize the clients who have referred to you. You might even start a “referral rewards” club. This will help strengthen the referral culture. Ask your clients for names and contact info of people who might be interested in receiving your newsletter – this is kind of a “soft referral.” You can send the newsletter and a free report compliments of the referrer. One other simple way to generate prospective referrals is to gather names and addresses of 3-5 close friends, family members and co-workers on the day someone becomes your client. Let your client know you want this for 2 reasons…you want to send the free newsletter & report as a gift from them and to take steps to educate those around them to facilitate a environment that leads to success.
Reward – You need to reward clients (everyone really) for the action of referring, not just when you close the sale. It can be as simple as a phone call or a card. It also could be a personal gift like a book by a favorite author or a gift card to their favorite store. No matter – the key is reinforcing the action of referring. You might even offer cash (everyone’s favorite gift.) Your clients will soon be referring prospects left and right.
Referrals are like any other facet of business – you can’t be shortsighted. You need to be consistent and ask every client, send newsletters each month and reward every referral. Eventually, you’ll hit “critical mass” and referrals will be flowing t you like water. Your list will grow and you may be forced to accept clients only by referral. Just be patient and do the work. It will pay off.
posted by Pat Rigsby at 9:08 AM
<< Home