Get referred

Squirting lemon

Image by Kentishman via Flickr

If you network with the right people, they will ask you, “What kinds of leads can I send your way?  Who is your ideal client?”

I am fortunate to have as a client a marketing savvy person who is contacting each of his clients to ask, “how can I refer you?”  As philanthropic as we like to see ourselves, we tend to give about as much as we receive.  By taking the first step, and asking his clients to provide specific target clients as well as a nutshell of their businesses, he is offering to give referrals.  He is giving first, knowing that it is human nature to reciprocate.  Theoretically, he will receive more referrals just by asking the question.

A secondary benefit of having clients answer questions about their business and clientele is that the client has a better understanding of what they do and why they’re doing it.  Everyone needs the standard “elevator speech” when someone asks, “what do you do?”  Clarifying your understanding of your market and business leads to a better elevator speech.  Lawyers don’t just try cases, they resolve disputes.  Mechanics don’t just fix cars, they offer transportation solutions.  It’s not a PC way of defining your business to use impressive words, it’s connecting with potential clients on a level that matters to them.  I don’t care about how a car works, but I do care when mine doesn’t! 

In a roundabout way, I am recommending that you A) Network like there’s no tomorrow, B) Ask for and offer referrals whenever possible, and C) Know your business and how to present it.  These three things are interwoven and provide a strong foundation to build your business. 


Comments are closed.