Referral Partners

To use this approach effectively, it's not just a matter of knowing enough people. You have to know the right people. Here's how to begin:

1. Create a most-wanted list of ten occupational categories whose members are frequently in touch with the type of client you desire. For example, a graphic designer who specializes in working with small start-up businesses might choose accountants, attorneys, bankers, business coaches and consultants, business teachers, career counselors, entrepreneurship center staff, office supply vendors, printers, and secretarial services.

2. Make the acquaintance of ten people in each occupation. Seek them out, meet with them, and familiarize them with your expertise and the benefits of the service you offer. Find out more about what they do and the type of clients they serve so you can refer business to them as well.

3. When you connect with someone who seems open to sending you business referrals from time to time, you have found a referral partner. Add their name to your list. Ten people times ten occupations equals your circle of 100.

No matter what your business is, if you can define your niche, you can identify others that serve it. A marketing consultant might target web designers, copywriters, and graphic artists. A massage therapist could seek out chiropractors, acupuncturists, and yoga instructors. If you have trouble coming up with a list of occupations, ask your current clients who else they currently do business with.

When you have a specific goal like this in mind, your networking can become much more focused. As you meet new people, you'll be able to decide just from looking at the title on their business card whether following up with them should be part of your plan. Whenever you meet someone whose occupation matches one on your list, ask, "I think we might be able to refer each other clients. Can we get together and talk about that?"

Share your most-wanted list with others, and ask for introductions to people they already know. For example, if accountants are on your list, ask your clients, colleagues, and friends who their accountant is. Or if you are seeking business instructors, ask friends for the names of instructors they have taken business classes from.

When you aren't able to make enough connections through networking and your existing contacts, don't be afraid to just look them up. You can find people in almost any occupation listed in your local phone directory or on the web. If you approach them as a colleague and express your desire for the two of you to help each other be more successful, you'll find many people willing to get better acquainted.

Regardless of how you first get in touch, some of the people you talk to won't be receptive to getting to know you better or the idea of referring each other business. That's okay. You only need ten names for each occupation, and there are plenty of people to choose from. Just move on to the next possibility.

Also, don't be concerned if you fear that you won't have any business referrals to give the people you're talking to. Neither of you are making a promise to send each other clients; you are simply expanding your circles to increase the likelihood of that happening. As you get to know more people in your niche, it's quite likely that you will find yourself making referrals more often.

One of the most useful elements of this strategy is that it is both simple and systematic. All you have to do is look at your most-wanted list, and you'll know right away what needs to be done next. Do you need to add more occupations, or do you need more new names in any group to reach your total of 100? Just follow the suggestions above until you get there.

Once you have 100 names listed, you can change your tactics from getting acquainted to following up. Stay in touch with everyone on your list at least once per quarter. With only 100 names, you should be able to do that easily.

Over time, you may find that some of the people in your circle aren't particularly good referral sources. That's to be expected. The reason you want so many names to start with is that only a few of them will consistently refer. You can always add more names later to replace some of the people who don't seem as helpful. It's likely, though, that just a few steady referral partners will be more than enough to keep you busy.

How to Get Over Your Fear of Asking for Referrals

• Remember that most people like to help other people (if there is no negative cost to them).

• Remind yourself that the worst that can happen is that the client says, "No". That's not too terrible, is it?

• Make asking for a referral part of your project routine. With most projects, there's a last meeting with the client, a perfect time to ask for a referral.

Ask for a Referral Scripts

Remember, you're not making an Oscar acceptance speech here. When you ask for a referral, be sincere and direct. Say something such as,

"I'm really glad that you're pleased with my work. I'd really appreciate it if you'd pass my name along to anyone else you know who would be interested in _____________ (what you do). May I leave these extra business cards with you?"

Leaving extra business cards with a person makes it easier for them to pass your name and contact information to someone else.

Another variation on this script is to be even more direct and ask for names when you're asking for referrals. For instance, you might say:

"I'm really glad that you're pleased with my work. I'm always looking for referrals and wonder if you know anyone else who might be interested in _______ (what you do)."

Pause here and see what they say. Some people will offer some names. Some will say, "Yes, maybe," and not offer any further information. Some will say, "No", but at least you tried.

If they do offer names, take them down and ask the person if they mind if you contact the people directly or if they would prefer to pass your information along to them yourself. If they don't offer names, just as in the previous ask for a referral script, ask if you can leave some additional business cards with them that they can pass them along.

Tips for Asking for Referrals

• Referrals should always be asked for face-to-face. It's not only more respectful of your clients but more successful. People will always be more likely to do something for someone else if the person is standing right in front of them. (It is acceptable to ask for referrals by email or phone if you work under conditions where face-to-face are not usual or very difficult. For instance, a website designer may create a website for a client on the other side of the country.)

• If at all possible, never ask for a referral when presenting a bill.

• The time that you're asking for referrals is also an excellent time to ask a client for a testimonial, a short written endorsement of your company and/or your work that you can use on your website if you have one and in your other marketing materials such as brochures. (Don't expect anyone to write a testimonial for you on the spot; either leave them a printed card or form that they can use or ask them to email it to you.)

The More You Ask The More You'll Get

Don't let your own shyness or fear get in the way of building your business. Referrals will get you more clients. And the more referrals you ask for, the more referrals you'll get - just because the customer knows that you want some. It's a small effort for a great reward.


http://img.constantcontact.com/docs/pdf/ask-for-referral-guide.pdf