That warm feeling knowing you have done an excellent job, so good in fact that your first client is keen to introduce you to others. These unstructured referrals are brilliant for you and your business. What can you do to build on this and take a more proactive and structured approached to getting referrals? Here are three simple ways of making referrals work for you.
Think network first. How do you add value?
If you approach this with the thought of “How do I add value to those around me?” then you shift your focus and your own approach in a subtle and important way. You start to look for opportunities to give and ask for referrals, you think about connecting your network up. Where you think clearly about how you can add value to your network, then your network starts to value you as an individual even more. Where your network sees you as high value they will want to refer other to you. It’s a virtuous circle, the more effort over a period of time you put in, the more you will get back. Spend the same amount of time thinking about how you can give referrals to your network as the time you spend in asking for referrals.
Remember please and thank you
I say this, as its vitally important that you take the time to thank anyone who is good enough to help you. I always thank people for referrals and wherever possible I try and let people know how the referral went. Its simply good manners. A little while ago I connected two people up and didn’t hear anything back from either party. I happened to bump into one of them at networking event two months later. “How was that introduction” I mentioned over coffee, “Oh, that was brilliant, thanks I even ended up taking a job with them” was the surprising reply. A brilliant outcome from a referral, but surely a quick call, email or text to say thanks from either or both parties would have been good. A little thank you can be the difference between me referring you again and again or just passing you the occasional opportunity.
Ask, and ask in productive, planned, and purposeful way
To ask in this way, we firstly encourage you to ensure the person you speak to is in a positive emotional state (this can help them be more adventurous, i.e. more likely to give you a referral). Simply check that they are happy with what you have done, make sure that they understand how you have added value and helped them as an individual or as an organisation. With this done, you are in the right place to make the ask. Sometimes you might ask (sometimes you might just decide it’s not the right time). Whether you are right or wrong about the timing is up for debate, but have you ever reflected on how you ask? You might find yourself asking something that starts with “Do you know anyone who…”, or “Is there anyone you can think of…”. These are a good place to start, but a much more powerful way would be to start this conversation with “Who do you know that would benefit from…” or “Who in your network could benefit from…”. The shape of these questions encourages the other person to think a little deeper than they would with the first two questions. The shape of your questions can have a massive impact on how successful you are. Using the more powerful structured questions will increase your likelihood of getting that referral.
Oh, and the question of whether the timing is right? It normally is, you simply choose (for whatever reason) not to ask. I encourage you to try, ask and see what response you get. The worst outcome you are ever likely to get is “Oh, I can’t think of anyone at the minute, let me come back to you”. This isn’t a bad outcome, just not the one you hoped for. Referrals are a great way to grow your firm. Having a process and plan for these referrals is key in ensuring your continued and ongoing success.
