First, I'll give you the bases to cover and then I'll give you a sample conversation (script) to show you how you can touch on all the bases. Don't worry too much about the words I use. If you like a turn of phrase, then, by all means, use it while also making this approach genuine by using your own words.
V - Discuss the Value that the client has received
Near the end of a client meeting (in person is better, but over the phone can work fine), ask your client what they find most valuable about your relationship — the work you've done, or some of the more important things you've accomplished (together) thus far. Discuss their value perceptions. Show genuine interest in their response. Probe for clarity.
I - Treat the request with Importance
Do this in three ways:
- Make sure you that have enough time to have the conversation.
- If you met the client through a referral, remind them.
- State your request in a confident way. "I have an important question to ask you."
P - Get Permission to brainstorm about to whom you can offer your value
It's important that you get permission to talk about referrals and that you set it up as a "brainstorming session." This will help both you and your client feel most comfortable. Also, when you're brainstorming, you can go down different paths to help the client determine whom they would like to help by introducing you.
S - Suggest names and categories of names
If you throw open the entire universe for them to pick from, the client will probably draw a blank. Stimulate their thinking by suggesting names of people (or categories of people) that they've mentioned previously. Share your Ideal Client Profile and your "hit list." Get introduced to the client's CPA or other trusted advisor. Have them invite people to your next seminar.
Here's what a sample conversation might sound like:
YOU: So, Bob. We've talked about quite a few things during the past couple of weeks. I'm curious. What stands out as being the most important or valuable thing we've done thus far?
BOB: Well … I'd have to say that the most important thing is helping me get clear on a few things. I feel more clear and confident about my financial future. I now realize that if I follow your strategies, I should be able to have enough money to send my three children to private universities and still retire quite comfortably. As you know, I had been concerned about that. I also have a better handle on how I want to care for my family once I'm gone.
YOU: That's great. I'm glad you're finding value in the work we're doing. You know, if it weren't for George, we wouldn't have met, or had a chance to do this important work. I guess we both owe George some thanks.
BOB: I've already thanked him.
YOU: That's Good to hear. You know, with that in mind, I have an important question to ask you.
BOB: Shoot.
YOU: I'm wondering if we could brainstorm for a few minutes about who you know who should be aware of the work I do. Who would you like to help the way George helped you? Would you feel OK talking about that for a minute?
BOB: I suppose so.
YOU: Fine. Last week you mentioned your sister Barbara. Maybe we can start with her.
It's really as simple as that. You need to find the words that work best for you. Just make sure that you touch all the bases.
Bill Cates, "America's Referral Coach," is the author of Get More Referrals Now! and the creator of the Unlimited Referrals ® Marketing System. He can be reached at Referral Coach International, 7901 Sandy Spring Road, S102, Laurel, MD 20707, Phone (301) 497-2200, Toll-free (800) 488-5464, Fax (301) 497-2228, e-mail,[email protected], Web site www.referralcoach.com.