When you first start building your professional practice you will naturally gravitate to known acquaintances to spread the word that you are on the look-out for new clients.
Over time, this band of willing referrers will diminish – they will run-out of contacts of their own to refer. Which means you will need to search further afield and seek referrals from your client base.
What is the major benefit of a referral?
The major benefit in a referral is that the person referring you has completed most of the sales process for you. The referred prospect comes to you with the expectation that you can do a good job.
This is a clear and obvious reason for making the most of this source of new clients.
Why do businesses seek out new advisers?
Ordinarily, we have to work hard to convince a business prospect to take up our services. They will need to feel that there is a perceived benefit in the move. Classically, most businesses seek out a new adviser for two reasons:
- They feel they paying too much, and/or
- They are not getting the help and support they need.
There are good arguments to rebut the first reason – they are paying too much – usually, when you drill down, its not the cost that is the problem, it’s that the value ascribed to professional work provided that does not match up to the cost.
What motivates clients and others to refer your practice?
If you read a book on Amazon, you can only write a testimonial/review based on your appreciation of that single publication. If it’s a good review, this will encourage others to buy.
In similar vein, if the only service you provide a client is say payroll management this is the only service they can objectively recommend. If you do a good job, they are likely to spread the word. But what about other services that you offer?
There are occasions when a friendly comment “you should go and see my accountant, she does a really good job on my payroll” will be enough to inspire the prospect to give you a call; even if the service that they require is unrelated to payroll.
But how much better would it be if your referring client knew that you could offer additional services?
Educate your clients, they are your most effective business ambassadors
One way to inform clients about your other services is to have systematic cross-sales campaigns. Advise them of the range of services you offer, even if they do not want the services themselves they will then be aware that you do provide that advice; and if approached by a friend with an issue that would benefit from that service, they can jump in with a targeted response “my accountant does that…”.
Take a look at the Landmark Fee Builder program
If you want to extend and expand the range and number of referrals for your practice, extend and expand the number of services you offer clients.
If you want a ready-made cross-sales solution, our Fee Builder program has a number of service options that you can consider for your practice, and associated marketing documentation to send to clients. Take a look>