Whenever I ask professionals how they grow their practice, the answer always comes back as word of mouth referrals. That’s great. They are cheap and they convert at better rates than other types of leads.
Then I ask, when is the last time you asked a client or a Joint Venture Partner for a referral. This is when people stare at their shoes and the room falls silent.
I have empathy for you. No one teaches you this. Where are you supposed to learn?
Let’s have a look at some ways to address this without sounding desperate or salesy.
The 5 main reasons you don’t get more referrals
You don’t ask!
You don’t ask at the right time
You don’t ask the right people
You don’t ask in the right way
You are not good enough! (only joking!)
The 4 main reasons you are scared to ask.
You feel you might jeopardise the relationship.
You are scared they might say no.
You don’t want to sound needy or unsuccessful.
You don’t really know what to say.
I am not going to try and tell you everything here but I am going to offer you a few suggestions how you might approach asking for a referral with confidence.
And remember…
The best referral questions demand a name rather than a yes or no answer.
Who do you know who might benefit……..
Who can you think of who……..
Who springs to mind that may…….
Some Basic Examples…
1. How would you feel about introducing me to one or two people you know that might be possible clients for our firm?
2. Given that you are really pleased with the way I have looked after you, I was wondering if you might feel comfortable helping me with a couple of introductions?
3. You’ve asked me before if there’s any way you can help me, and I’ve come up with an idea. Can we explore a few of your contacts who might be possible clients for our firm?
4. I am getting some great recommendations at the moment from my top clients. I consider you to be in that category. Can we have a chat about referrals sometime?
5. You have some terrific contacts. I’d really love to explore whether you might know one or two people that we could do business with?
To help along the process you need to remind the resource of your benefit.
Can I ask what have been some of the real benefits about working with us over the last few weeks/months?
What effect did that have on your business/life? So how did that help you?
Further examples on growing your professional practice.
1. We are in the process of sending out highly targeted relevant information to potential clients. Who do you know who you think should be included?
2. I am looking for another project similar to this. Have you come across anyone recently who’s going through a similar situation?
3. We do a highly respected Thought Leadership Programme with lots of valuable suggestions. Who do you know who might be interested in receiving them?
4. I am developing my client base right now. I’m asking all of my better clients for just one or two people they could recommend I talk to…?
5. Now we’ve completed this job it frees up a bit of space in my diary. I’d love to fill it with one or two more people like yourself. Who do you know who would be good to talk to?
Further examples on who else?
1. Do you know anyone with similar challenges to those we’ve sorted out here?
2. Who else do you know who could benefit from the solutions I’ve given you on this job?
3. You’ve kindly said we have done a great job here. Who else do you know who could benefit from this type of service?
4. The issue we’ve sorted here is fairly common just now. Who else do you know who might be experiencing this?
5. I am finding more and more people are asking us to handle these kind of assignments. Who have you come across recently that might fall into this particular situation?
Bringing Referrals front of mind
1. We’re thinking about starting a referral incentive programme for people who introduce others to us. Would you be interested in that? Who would you recommend first?
2. How would you feel about a reduction in our fees in return for some introductions to new clients?
3. I was thinking the other day that we’ve been working together all this time and I’ve never asked you if you could recommend anyone else we might work with. Have got anyone who would be suitable in mind?
4. You know a lot of people in your sports club/chamber of commerce. Who can you think of who would enjoy the kind of service we give to you?
5. It seems you have some strong connections with people in your industry. Who else do you know who would be glad of our services?
6. I was just thinking of some of the great clients you have. How many of them do you think could use our services?
7. I’m thinking of someone I know who could use your services. How would you feel if I passed on your details. Could you do the same for me?
8. I could recommend you to some of my clients and contacts. Would that be okay? And how about if you did the same for us?
9. I got a great referral from another client last week and I was wondering if you might know of some one who we could have a chat with?
10. You’re happy with what we are doing and we get on well together. Who else do you know who would benefit from working with us?
Just go for it!
1. Business is good, but we’re always looking for a little more. Who do you think it might be good to speak to about what we do?
2. Things are good right now as we get a lot of recommendations. Perhaps you could recommend one or two people for us to talk to?
3. One of the questions we ask new clients who have just joined us is for one or two people they know who are going through something similar. Does anyone come to mind?
I suggest you print off this list and highlight one or two options you can hear yourself asking your clients and contacts in a conversational and natural manner. Referrals remain your best opportunity of winning new work.
If you asked every client for a referral just once per year you will definitely grow your practice. If you ask some of your better connections more than once per year, you could see your practice show exponential growth at virtually zero cost. At a time when marketing and business development budgets have been slashed, this may be your greatest opportunity to shine. I encourage you to take it. Over to you.
As ever, if you are looking for inspiration, motivation or just proven ideas as to how to approach new client acquisition, get in touch.