- Plant referral seeds. This promotes referrals for later and sometimes generates them now.
- Ask at the right time. Ask value-seeking questions. Discussing the value that your clients perceive you provide at least gives you the right to ask.
- Use the VIPS Method™ of asking for referrals.
- V = Value discussion (see point 2)
- I = Treat the request with Importance
- P = Get Permission (buy-in) to explore or brainstorm for referrals who might also appreciate your value.
- S = Suggest names and categories of people — so that you clients don’t draw a blank and can help you identify prospects who fit your business model.
- Explore referral objections. Not everyone will want to give you referrals right on the spot; they’ll do it on their terms. Some clients might never give you referrals. The key is to “explore” their perspective. If you can’t get them to see it in a different way — gently — you need to back off professionally.
- Upgrade the quality of your referrals. Learn as much as you can about your new prospects. Make sure that they fit your profile and find out what’s important to them in their life right now.
- Collect names in a special book. This reminds you to: (a) ask for referrals, and (b)treat the request with importance. Check out our Introductions Book (don’t forget the 10% discount!).
- Get an introduction to your new prospect. There are three levels of introductions.
- The Suggestion: When the referral source does not contact the prospect before you do, suggest an introduction. Although this can work, it’s less and less effective these days.
- The Basic Introduction: When the referral source warms up your call in some way (e-mail, voice mail, conversation, etc.)
- The Face-to-Face is often the hardest to get, but usually worth it. It can be over a meal, social event, charity event, etc.
- Contact your referral prospects as quickly as possible and keep your referral source advised of your progress. Don’t sit on the referrals you get. Make sure that your source knows that you’re following up. Otherwise, you’re burning the referral bridge with your source.
- Thank your sources for their referrals. It’s not about the money — it’s about saying “thank you” for the connection. Don’t wait for the prospect to become a client; reward the behavior of giving.
- Get your new client to thank the referral source. Make sure that the referral source knows their friend, family member, or colleague is pleased with your work. This reinforces your referability.
TEACHING POINT
Most people dabble in referrals. Referral masters have a systematic process that creates a steady flow of great referrals. Which would you prefer?
The more effectively that you can create business friendships with your clients, the more of their social events you’ll get invited to — which means the more of their friends, family, and colleagues who you’ll actually meet. So create as many business friendships with your “A” clients as possible.
If you have a referral strategy that works, please send it to me at
[email protected].
If I believe that it has broad appeal, I’ll be happy to share it with our readers, giving you full credit. Let’s “share the wealth!”