“I’d Like (a lot!) More Referrals!”
That’s the most frequently cited comment that I hear when I’m talking with providers in financial services, accounting, law, etc. It’s a definite issue. Maybe for you, too?
And why not? After all, isn’t meeting a prospective client through a referral from someone who knows, likes and trusts you . . . about as good as it gets? I sure think so.
Why You May Not Be Getting More Referrals
Reason #1: You’re Not Asking
The most likely reason is that you’re not asking for them! So obvious. So true, too.
Reason #2: No System
You don’t have a system for generating referrals. Referrals don’t happen by accident. That’s why many people aren’t getting the quantity and quality of referrals they want on a consistent basis.
Reason #3: No Skill
You have a system but you’re not skilled enough to be effective using it.
OK, So What’s with . . . The Boats?
Great question! In our Preferral Prospecting System® — it’s like a referral, only better — we show you how to create a referral system based on four (4) elements:
Profile … of the ‘Ideal Person’ you’d like to meet
Source … of the Preferrals you’d like to receive — e.g. a ‘Center-of-Influence’
Method … the means for making your sources produce Preferrals
Plan … the coordinated schedule of actions that will generate the Preferrals you want
PROFILE . . . is based on a few observable characteristics . . . that correlate highly with the kind of people who truly understand what you do, value the benefits you offer and are willing and able to pay you a ‘fair’ price to enjoy them.
Some examples . . . “a CPA” . . . “a parent with children in private school” . . . “a homeowner” . . . etc. The key is to choose a characteristic that doesn’t require someone to be psychic or make a subjective judgement that someone ‘needs’ whatever benefits you offer. And that’s why we have those ‘boats’ in today’s post.
One of my clients, a financial advisor, has found that asking, “Do you know anyone who owns a big _ _ _ boat — 42′ or bigger that is kept at a marina on Long Island Sound?” is the ONLY profile characteristic he needs to use to gain an introduction to someone who is most likely to understand, value and afford his services. See how that works?
Developing a PROFILE of your Ideal Client, based on observable characteristics, is a key element in creating a system for generating more and better referrals for your practice.