How do you approach friends, and others, about the work you do to get referrals? How can you go back to clients who have given you referrals, as well as clients who haven’t played the game yet? Find out in this document, part two of two, by Bill Cates. (Part one)
For clients who have given you referrals previously, this shouldn’t be a problem. The conversation might go something like this:
'Bob, have you found this review of your situation to be helpful? (Have a value discussion — Step #1) Great. You recall that the last time we got together you were willing to brainstorm a little on who else we could bring this important work to. You introduced me to three people and we did some great work for them. Can we take a few minutes to try that again?'
It’s as easy as that. You’ll have to adjust for the circumstances. Notice that I started with a value-seeking question. It’s always important to check first. Make sure it’s a 'conversation' and not just a 'setup' for referrals.
To go back to someone who didn’t give you a referral requires awareness on your part. How did the first conversation go? Were they open to the process, but unable to think of anyone? Did you get permission to brainstorm? Or, was their resistance strong the first time?
If that’s the case, wait at least six months, make sure you’ve added more value along the way, and then have a good 'value conversation.'
If they were open the first time, use a modified version of the script above. For example:
After the value discussion, say: 'Great, Bob. I’m glad you continue to see the value we bring. You might recall that the last time we were together I asked you if we could identify other people who you think should know about the important work we do. You seemed open to the conversation, yet we didn’t come up with anyone. Can we try it again? Maybe brainstorm for a couple of minutes?'
What’s the worst thing they can say? 'No.' Asking won’t hurt the relationship — I guarantee it!
The key thing to remember is that you can go back to the well from time to time. In fact, if you continue to provide value over the lifetime of a client, you should also leverage that value into referrals.