Website Marketing Club

Using High Value Offers To Get More Clients From Referrals

Dec 22, 2009 Sales

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.

The challenge he faces is making that introduction sound attractive to the potential client. Usually are they don’t have a need for your services right now. And even if they did, the accountant might not be aware of it. So although a recommendation and offer of an introduction from a someone like an accountant is more likely to succeed than a cold call – it feels uncomfortable for them.

And it may well feel embarrassing or uncomfortable to the accountant too. It may just seem a little too much like he’s simply selling on your behalf rather than thinking in his client’s best interests.

Now of course, you’ll be nurturing your relationship with your referral partner to keep yourself top of mind for when the time comes to give recommendations. And you’ll be looking for ways to demonstrate what a great resource to his clients you’re going to be.

But at the end of the day, face to face with his client he’s going to have to actually make the referral. If he feels uncomfortable he’ll wait until the client’s in a good mood. Or maybe until a related topic comes up. Or maybe….

But what if the accountant actually had something of value from you to offer the client? Something that was useful to them before they had an urgent need. it could be a report you’d prepared on the key facts manufacturers need to know about employment law, for example. Or perhaps an invitation to a monthly seminar your firm runs on new legislation which impacts their type of business. Or perhaps it could be some kind of related checklist or spreadsheet tool.

Then there’s no embarrassment or difficulty. The accountant will feel they’re adding direct and immediate value to their client. They’re not just suggesting a meeting with you which might lead to value for the client – they’re giving it straight away. And the client will feel much more disposed to meet with you and much more confident that you’re going to be a useful resource.

The whole situation has changed from the referral partner doing you a favour – to them doing themselves a favour.

So not only will the accountant be recommending you when the time is right and when the client’s in a good mood – since your offer adds value to his clients, he’ll be recommending you whenever he can to get “brownie points” with them. He’ll be actively looking for opportunities to make recommendations and raise the status of his relationship.

So what resources do you have that your referral partners can offer?

If you don’t have any, start working on them now.

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.

Tags: Advertising, Business, business development, entrepreneurship, marketing, networking, referrals, Sales, selling