How To Generate Consistent Client Referrals: A Lesson

begin today with a question I received fromstart to block 10 minutes at then end of each
Cynthia from Greenville, SC. She writes: "How doclient meeting to talk about the subject of
I get started with an organized process that helpsreferrals. Let the client know ahead of time you'll
me get more consistent referrals?" First, Cynthiabe having a short "brainstorming session." No
is a true pro for wanting to improve. I get askedsurprises here: You want their permission before
this question a lot in my coaching sessions andyou start discussing the subject of referrals and
teleconference calls. Essentially, the biggestintroductions. (If you're lost on what to say, send
problem most white collar professionalsme a note). Then a few days later, follow-up with
(attorneys, insurance agents, investment advisors,a letter that summarizes and lists what I call the
realtors, etc.) have with referrals is lack of an*2N's* from your meeting: Names and Needs. You
organized approach. True, you may get yourwant the complete buy-in from the referrer prior
share of referrals now. But imagine what wouldto contacting the names they gave you. Simple?
happen if you tweaked your approach by say, aEasy? Effective? Yes. Yes. Yes! So why don't
scant 10 percent? What would happen to yourmore professionals do this? The obvious reasons
income, peace of mind and time off? Law ofare that it is both unnatural and often scary to
averages says it would likely go up 100 percent.them. 1. It is often unnatural and scary to tell a
Why? Because of what I call "L.F.," which is shortclient that you are interested in growing, and that
for leverage factor. Let's take an example of ayou value them and would like their assistance in
business that currently has serves 100 clients.helping you to grow. 2. If it often unnatural and
Many are active clients; some are not. In thisscary to share with a client that your business is
instance, by improving referral organization andat a certain level in terms of client size and
conversations by 10 percent, or once in everyearnings - "Point A," and you are interested in
ten encounters with a client, I am suggesting thisgrowing (to "Point B"). 3. It is often unnatural and
would have a positive impact on your income,scary to disclose to a client that you have hopes
peace of mind and freedom to the tune of 100and dreams of growing, developing, and serving
percent. This is because every conversation hasmore people because you are fearful they client
the effect of generating new found revenue formay think you will neglect them. Note that the
literally zero cost of sales. So how do you createcommon theme here is "growing." You need to
an organized process that is easy and simple tounderstand that growth is healthy, natural and a
follow, and brings you real results? One waysign of ambition. It is yet a positive, encouraging
(there are actually seven I teach) is to focus onand outward contribution to a local and
your client meetings as a way of talking aboutcommunity business climate that often can be
your work. I addressed this in a recentquite stagnating. Quite simply, people enjoy others
newsletter, which I stated: focus on affirming andthat are positive, excited and ambitious. In fact, I
reinforcing your value. One of the best ways towould suggest we don't have nearly enough
do this is through client interaction, and specifically,people around us in our day to day lives with
one-on-one client meetings. Breakfast or lunchthese enthusiastic qualities. Reach out to your
meetings are perfect scenarios for this. Why useclients. Share your hopes, visions and dreams. And
a client meeting, you ask? Look no further than...show them how they can help contribute. You'll be
The Key Concept Active, quality referrals don'tamazed by their reaction. Keep looking up!
happen if you don't talk about them. This month,