How not to ask for client referrals

I would suggest it best place to start is why requesting referrals, like selling, is an issue because in the first place. 

Most firms seem to want new business to grow (or improve the quality of their client list) and recognise referrals are not maximised.  But, many do not want to ask for them because they "feel" uncomfortable.

This is really about comfort zones and developing a new attitude which is more helpful to you.  One thing to keep in mind is to appreciate that your personal and firm's growth will come from learning to be comfortable outside your comfort zone.  This is all part of the inner game, a key element of practice development.

But, if you want a way of asking for referrals without feeling dirty then check out Paddi Lund who has probably developed the best professional services referral programme in the world.

Bob

www.portfoliomarketing.co.uk

This is just what I don't get from all these suggestions - they are all scripted and off pat as if you're talking to someone you've just met and have absolutely no relationship with! I'm a sole practitioner, who gets on well with virtually all of my clients, and spend a good deal of any meeting time with them talking about stuff other than accountancy/tax. If there's an opportunity during the course of conversation, I might mention that I'm willing to take on a couple of decent new clients over the next 3 months or so, but it would be just a mention that's all. If I wanted to mention that it could reduce their bill a bit next year I'd say so with a smile anda grin on my face! Clients know the score, and I think by following the likes of the advice given above it treats them as if they're idiots.

Speaking as a slimy sales person I think the author has a basic misunderstanding of what sales, at least in respect of complex and ongoing products and services is all about.

I sell a product called Diamond Discovery, it is a solution that provides cusomers with stock management, order processing, manufacturing, job costing and management accounts. It is therefore a product which will have a big impact on clients' businesses, essentially it is the engine that lets them manage their business to best effect. It is also, by the way, used by accountants who can import client data onto their systems - end of plug.

The point is that that if I were to sell the product inappropriately, simply by using my guile and slime to get a "yes" from a prospect that makes them a customer, then the gloss would wear off rapidly. I would be faced with an unhappy customer, who demands that I fix the unfixable, and takes up my time and resources - negating any margin I may have made, and in the end telling all his friends not use even the proverbial bargepole when talking to me. Net result - bad for all concerned.

The slimy salesperson's real objective is to find out what the prospect actually needs, and identify ways that the product on offer can meet those needs - with acknowledgement that virtually all products will fulfil some but not all of the requirements, and that in the end the client is juggling best value for money vs functionality, along with personal trust and faith in the product and salesperson.

I don't want a "Yes" from a prospect who clearly doesn't understand what they are saying yes to - it simply leads to misery. What I want is an understanding of what they need, and to be treated as someone who is actually trying help, not someone to be fended off lest he slime all over you.

Conning you - at least for product which is complex and which results in a long term relationship is the last thing I want to do - it never leads to profits, and the fallout can permanently cripple a business - mine.

Can I suggest what I am sure will be an excellent webinar on this subject next Wednesday.

In this webinar, co-presented by John Niland and John Braught of Success 121, the presenters will look at how to make referrals easier and more frequent. For example:

- why are professionals often wary of referral-conversations?
- how to create the context that makes referrals happen naturally and authentically
- small steps to get started
- dealing with some of the tricky situations e.g. when no specific introductions are forthcoming
- how to follow-up introductions
- pitfalls to avoid
- managing referrals from alliance-partners

This webinar will be conducted by John Niland and John Braught of Success 121 (www.success121.com) and takes place on Wed Mar 24th at 9am.

There is no cost to participants who register using the following link: https://www1.gotomeeting.com/register/303361968

I'd also like to add that professionals learn their lines so well that the focus on HOW they say the script rather than what they say.  To do this you must have a plan, systems and training.  And, words and how they are said are part of your firm's brand so if you have employees you need to have guidelines.

Bob

Portfolio

I agree totally. I used to work in Insurance and as the industry became more and more regulated, a whole plethora of new scripts at different points in the conversation became necessary. It took time but through practice the scripts were so ingrained that instead of concentrating on the words, I could concentrate on how to say them to the particular client. As I learned, it interested me greatly how psychology is closely linked to the success of sales. One section of wrongly intonated script could turn the prospective client off quickly, so that they expect everything you say to be a script or not worthy of note. I worked hard on having scripts sound natural, so that when I got to the pitching and cross selling part (which of course became my own style of script!), I had an engaged client, rather than a bemused one. There are so many variables to succeeding with a prospective client but enthusing professionalism whilst retaining a conversationalist manner is for me the main balancing act.