Michael Brizz, CMC, CSP
Are you skipping the vital first step in generating referrals?
Have you ever wondered why you are not getting your desired flow of quality referrals even though you provide high quality service? If yes, then ask yourself, “How many referrals have you given out in the last few weeks?” If the answer is only a few, you are missing a vital step. Giving a timely referral can create a special bond. The right kind of help at the right moment both strengthens your relationship with your client and earns the goodwill that generates a much stronger personal endorsement than quality service alone.
The power of one referral
Lois is a financial advisor based in Chicago. While making her client contact calls, Lois saw in her notes that a client couple had their 40th wedding anniversary coming up. When she asked the husband if they were planning anything special, he confided “I want to give her a yellow diamond!” Picking up on his excitement, Lois took the time to ask a few questions. She learned the client felt his marriage was truly extraordinary and he wanted to make this anniversary absolutely unforgettable.
Lois recognized this was a life event to be celebrated. By listening and giving the client time to express his feelings, she could share in the client’s anticipation and in a small way co-celebrate it with him. The sharing of deep personal feelings helps build stronger bonds.
And Lois also recognized another opportunity: She told this client that another of her clients was a diamond merchant who might be able to help him out. The husband was interested, so Lois immediately made a call to arrange an introduction. The merchant provided special care for Lois’s client in the form of a marvelous diamond and at a substantial discount.
With one introduction, Lois had delighted two clients. But she did much more than that. She participated in a huge life event for her first client, and her strengthened relationship with the happy couple will likely lead her to other friends who are able to spend $100,000 on anniversary gifts. At the same time, by bringing business to the diamond merchant, she demonstrated she could be a valuable alliance partner.
In this scenario, Lois exemplified the first step you must take if you want to receive a stream of high-quality referrals: give referrals first.
How giving referrals pays off
By referring your clients to useful resources, you advance your relationships and your business in powerful ways.
- You demonstrate that you value the client as a total person. By being attentive to what is going on in your clients’ lives – beyond the area you directly service, you learn about many more ways to help your clients. Making an introduction in these other areas demonstrates your commitment to the welfare of the client as a total person, not just a buyer of your product or service. This both deepens the relationship and distinguishes you from other providers.
- You elevate your status and expand your role with your client. When you provide resources that are outside your normal role, you become more valuable to them. When clients begin to see you as connected to valuable resources in multiple areas, they will share more information with you. They will seek your opinion and assistance in other areas, creating more opportunities for you to increase your value and expand your network.
- You help others win. Think how many winners you can generate by introducing a business owner to people who can fill the following roles: customer, employee, supplier, attorney, accountant, insurance agent, alliance partner, distributor, advisor, and so on. If you’re working with a family, you can introduce people who might fill these roles: physician, psychologist, real estate agent, carpenter, landscaper, baby sitter, golf instructor … the list goes on. All of these people can benefit because of your recommendations. And each of these introductions creates at least one and possibly two new referral sources.
- Your clients become powerful advocates for you. When you help others win, most will seek ways to help you. The more ways you help your clients, the more powerfully they will speak on your behalf. They will move beyond simply giving you names and become active in making sure you get connected to others. They will not only mention you to their friends, but speak with conviction about why they work with you and why others should work with you. In competitive selling situations, you need that kind of strong recommendation to win the day.
Where do you begin?
If you tune in to your clients, you’ll soon realize how many opportunities there are to step in with a helpful introduction. Tap into the power of giving referrals by following these pointers.
- Pay attention. Pay attention to what is going on in your clients’ lives. You can learn a lot just by casually asking questions such as “What’s new on the home front?” or “What’s new on the work front?” Your client might surprise you by disclosing that their company is making layoffs or that someone in the family is gravely ill. Or they might mention a promotion or a new baby on the way.
- Listen for challenges and probe further. Once you hear something interesting, find out how it is affecting your client. Whether the situation is positive or negative, you’ll learn a lot simply by asking, “What impact will have on you?” or “How is that affecting you?” Don’t forget to include the family, if it’s appropriate: “How will that affect the family?”
At a minimum, you demonstrate caring and establish a stronger emotional connection with your clients. But the rewards go much deeper. Your client’s answers may give you a key insight into the way they think or how their organization works. You may be the first to hear of new variables that are influencing their decision-making. You might also learn about new needs and new sales opportunities and be the first to develop a potential solution.
- Offer help. If you know of a person or resource that might be of service to your client, offer to connect them. Don’t just give them a name—make the call, and be sure to put the two parties in contact. When you demonstrate your ability to help, the client will be more likely to turn to you with other needs.
Your clients will appreciate that you pay attention to what’s happening in their lives. If you respond to special situations and challenges with an offer to help, you’ll demonstrate a commitment to them as people, not just a buyer of your product or service.
Model the behavior you want in return. You will be impressed by how powerfully it pays off.
Michael Brizz, CMC, CSP is the creator of the Referral Mastery System. He coaches sales professionals and conducts training for many of the leading companies. Further information on Michael and referral strategies can be viewed at ReferralMastery.com. 800-865-2867