Why a Client-Centered Approach to Referrals?

Salespeople often ask me "Why should we make our request for referrals client centered? What’s wrong with asking a client to help me build my practice?"

Actually, nothing. We should all be willing to ask for help. With that said, in the many years I’ve been teaching the Unlimited Referrals Marketing System, I’ve discovered that a client-centered approach works better for a number of reasons.

First let’s distinguish between a producer-centered method (the way referrals are usually obtained) and a client-centered approach (our system). The producer-centered technique focuses on you — while a client-centered approach keeps the focus on them and the value they’re receiving from you. Instead of saying "I’m building my business and I need your help," you’re saying, "I’m glad you see the value in what we’ve accomplished. Let’s see who else can benefit from this service."

Here’s why this approach is more effective:

• Because it’s client-centered, it feels easier for you to use — so you’ll ask more often.
• Clients will feel more comfortable being asked. This is vital!
• Because this technique focuses on who your client wants to help, they’re more likely to take an interest in making sure their friend, colleague, or family member talks with you.
• For the same reason, your clients will help you determine the best way to introduce yourself and to pique the interest of your new prospect.
• The entire referral experience will become more professional and more comfortable for your clients and prospects. It’s all about them, not you!

There’s nothing wrong with asking for help, especially from your "best friend" clients. But a client-centered approach will usually be far more effective!