If you’ve heard me speak, then you know that the underlying theme in all my programs is “courage” -the courage to overcome every day fears, doubts, uncertainties, and mistaken assumptions that keep people from mastering the referral process.

  In my interviews with hundreds of top performers, there seem to be a few “common denominators” of success. When I ask a top producer about their “secret”to success, they invariably say, “There is no secret. I just have a good work ethic.”  A good work ethic is truly one of the common denominators of success.

  But, I believe, there IS a “secret” to success that most people know about - on some level - but very few people talk about. I think one of the most fundamental differences between top producers and the pack of wanna be’s, is their relationship to fear.  Let me explain…

We have client surveys that are filled out and returned by our clients. One them they ask whether or not they would be willing to give a referral. For the ones that said yes how would you bring that up in a thank you letter? 

 - JB

This is a very good question! Perhaps the best way to answer your question is with a sample “script.” Of course, you need to make this your words, not mine.

“George, I want to thank you for completing the client survey our company sent to you. Your feedback is very important to us. And thank you for the kind words and high ratings. I have a question. I noticed that you checked ‘yes’ to the question that you’d be willing to refer me to others. I’m wondering. When you said ‘yes’ to that question, did you have a specific person or people in mind, or was it more of a general vote of confidence?” Now… you’ll get one of two responses:

1. They have one or more people in mind. If so, you talk about them and go for introductions.

2. It was more a vote of confidence. If this is their response, proceed with the “script” below.  

“Well, I appreciate that. You should know that I’m never too busy to see if I can be of service to others you care about. Would you be open to brainstorming a little to see if we can identify some people you care about who should really know about what I do?”

Finally, if you can’t bring yourself to asking for referrals in this context, your alternate response could be:

“Well, I appreciate that. It’s important that you know that I’m never too busy to see if I can be of service to others you care about. You should also know, that our processes and systems are geared toward working with successful people just like yourself. We do our best work for folks who have substantial assets - as you do - and who have slightly complicated financial scenarios.” (You can substitute whatever “profile” you want to here.)   

Question:

I just read the article, “End of Year Gifts for Clients” and thought it was great. We try to send personalized gifts to our clients as well. We have given some great gifts to those that referred someone to us that became a client. My question for you is what about birthday gifts? Are they necessary or should we focus only on end-of-year referral gifts? We’re currently doing both and want to know if our money is better spent elsewhere.

Answer:

Thanks for taking the time to write.

I have no strong opinion either way regarding sending birthday gifts.

My gut reaction is “yes” do this for your “A” clients or Centers of Influence who you want to treat like your “A” clients.

Pull out all the stops for your “A” clients and COIs. Pull back somewhat for your “B” clients and even more for your “C” clients.

Host client-appreciation events to build business friendships.

In my last entry, I addressed Referral Events. I see those separate from Client Appreciation Events. Remember, the purpose of the appreciation event is to say “thank you,” and not to drum up business. This is your chance to spend some real quality time with your existing clients and strengthen those relationships. The events should be fun and light, with absolutely no business being discussed, unless of course, the clients bring it up.

Client appreciation events can be larger than referral events, because you already have a relationship with your clients. The goal is to get to know each other in ways that go beyond your business relationship. Client appreciation events shield your clients against your competitor.

Today: Plan a client appreciation event for the next quarter. Think about your client’s interests and leisure activities when planning the event. If you’ve never done one before, start small.

The first place you want to look in your client list for referrals is your client “love list.” First of all, you can come to this conversation with these clients with a great deal of confidence. They love you. You can’t hurt this relationship by asking for referrals.

So go through your client list and identify those 10, 20, 30 or more clients who love you. Talk to them about the value they are receiving from you and your processes. Then brainstorm with them about who they think should know about you.

Today: Take a look at your client base and identify your “love list”. Then, have your assistant call them to set up a meeting to bring more value and ask for referrals.

5. Get in the regular habit of planting referral seeds such as “Don’t keep me a secret.“

Great Redwoods begin when a small seed falls to the earth.  Don’t be afraid to plant some referral seeds.  Remember, great things come in small packages and planting referral seeds is the key to cultivating a successful referral practice.

Today: Start planting referral seeds during all of your client meetings, even if it is the first time you are meeting your prospect.

3. Have a well-defined client service model that keeps you on track in how to stay in touch with clients and keeps your ongoing service at a high level – at least with ‘A’ and ‘B’ clients. You should be using a Client Service Matrix to determine when and how you are keeping in touch. Here is an example if you need it: Client Service Matrix

Today: Get started on your client service matrix. Have your assistant go through the database and start filling in the matrix for each client. Remember to include contacts on important dates like birthdays, wedding anniversaries, and anniversaries of doing business with you.

Referrals Referral Marketing Bill Cates