The importance of referrals can’t be underestimated. Not only is a referred client less expensive to acquire, but their lifetime value is twice as high as those clients you attracted through traditional marketing methods.
The question is, how do you ask your clients for introductions to others in their network without seeming pushy or presumptive? In this article, we’ll go over the ways to not only ask for a referral, but develop client relationships that generate them naturally.
Build Value Before Asking
Wait until you’ve provided a client with superior service before asking for a referral. The value you delivered will make them want to tell their colleagues about you. Keep that value flowing by consistently staying in touch and reminding them of all the ways you can help. (An email newsletter is a super easy way to do this!)
Ask About Their Closest Contacts
Ask your clients to refer you to people they like and trust, as the quality of referrals you receive from passive or lukewarm sources isn’t much better than what you’d get through cold calling. You want to benefit from the trust that already exists between your client and the prospect.
Take a Personal Approach
If the client mentions the name of an associate who might be interested in your services, take a personal approach when you reach out. Remember that you’re not cold-calling someone—you already have a positive relationship with someone they know. Act like you’re already part of their inner circle because technically you are.
Give What You Get
It is important to give referrals if you wish to receive them. Connect your contacts and acquaintances with people in your network to help them grow their businesses or otherwise improve their lives, and they’ll be inclined to reciprocate.
Stay Connected with Clients
Keep in touch with your customer even if you asked for a referral and they declined, or if you have not asked yet. As a result, when you eventually do ask them to refer you, it won’t seem desperate or out of the blue. You can maintain a connection by following them on LinkedIn or Twitter, commenting on company blogs, or meeting them occasionally for coffee.
Add a Referral Link to Your Website
Make it as easy as possible for happy clients to refer your services. A referral link form, box, or page on your website will encourage more referrals with less work for your team. You can even think about starting a dedicated referral program for clients.
Join a Networking Group
Your local business community can be a valuable source of connections. These groups seek to build mutually beneficial relationships with other businesses. With this network, you can get a referral without dealing with any awkwardness that might occur in other settings.
Conclusion
While referrals can be incredibly effective in growing a business, remember that success won’t happen overnight. Building relationships with your existing clients, especially those inclined to promote you, is essential. Grouping them in your CRM, keeping track of their successes, and interacting with them online can deepen these relationships, increase their value, and make your referral strategies work.
Spotlight Branding
Latest posts by Spotlight Branding (see all)
- Best of LFMM: The Secret About SEO for Law Firms - April 18, 2024
- Best of LFMM: Law Firm Blogs That Kick Butt! - April 17, 2024
- Farming, The Grateful Dead, & Law Firm Marketing - April 17, 2024
