| Using High Value Offers To Get More Clients From Referrals |
| Invention Development Advice - Marketing | |||
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Like most businesses, my professional services clients love to get more referrals. But they often struggle because their referrers (the people they've asked to introduce them to someone) fail to make the introduction sound attractive to the potential client.
Like most businesses, my professional services clients love to get more referrals. But they often struggle because their referrers (the people they've asked to introduce them to someone) fail to make the introduction sound attractive to the potential client. For example, let's say you're a lawyer and you want to get referrals from an accountant to small manufacturing businesses in your area. Or perhaps you've used Linkedin to name some specific people and organisations you know he knows. How can he make that introduction attractive to the potential client? They probably don't have a specific need for your services at this exact moment in time. And even if they did, the accountant might not know about it. So although getting a recommendation and offer of an introduction from the accountant is more likely to succeed than a cold call - it still might not be fully successful. And it may leave the accountant feeling "used" or embarrassed. It may feel to them like they're simply selling on your behalf with no real benefit for their client. Now of course, you're going to try to inspire your referral partner by demonstrating what a great resource to his clients you're going to be. And of course, you're going to be "courting" that referral partner to keep yourself top of mind for when the time comes to give recommendations. But even so, when he's 1-on-1 with his client he's going to have to actually go through the uncomfortable process of asking for a referral. So maybe he'll wait until the client's in a good mood. Or maybe until a related topic comes up. Or maybe.... But what if instead, he had something to offer the client on your behalf? Something of innate value without relying on them having an immediate need. Perhaps it could be a report you've prepared on the key facts manufacturers need to know about employment law. Perhaps it could be an invitation to a monthly seminar and Q&A session your firm runs on new legislation which impacts small firms, or perhaps some sort of related tool or spreadsheet. Now there's a different dynamic. Instead of just suggesting a meeting with you, they're giving the potential client something of value straight away. So the client will be much more likely to meet with you than before The whole situation has changed now. You're now doing them a favour rather than vice versa. So not only will the accountant be recommending you when the time is "perfect" - he'll be recommending you whenever he can. Because your offer will help him improve his relationship with his client. So what offers do you have that your referral partners can use? If you don't have any yet, now's the time to start developing them. More information: Ian Brodie is the author of the Get Clients blog featuring regular articles, hints and tips to help professional service firms attract and win more clients. You can get a copy of the free ebook Get More Referrals at his site.
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