As humans, we love to tell our friends and family about our lucky finds. Whether it's a great bagel at the local cafe, a Melbourne quality coffee from that laneway hole in the wall or a fashion hotspot hidden in the burbs. Sharing the love about a business we use or want to support is an inherent quality in most people.
Of course, it's much easier when you can nail it down to the thing you love - the bagel, the coffee or a great pair of shoes. What if it's a little harder to explain?
When I work with clients, we begin with what they do and the types of services they offer. The things they really want to be known for and to usually sell more of. Sometimes it's wrapped up in one term like 'advice', 'advisory' or maybe a product name. It's not common that the underlying problems or pain points are how these services are explained. So then I usually ask a question:
Can your current clients explain to you what you do for them?
Generally, they know the answer. Hint: it's not 'yes'.
Which of course is a problem. How do you get referrals from your best clients when they find it difficult to tell others what you do? The answer is that you often don't - they avoid bringing it up because they can't articulate it. Generally, they then can't be bothered trying to explain or don't want to look stupid that they don't know.
Now, don't get me wrong. This is not a reflection on the work you do for them. They love you for that! The issue lies in not being able to explain it to someone else. But it does lead to another problem - they might not be availing you of other services you have if they don't know the full suite of what you offer.
So how do get past this issue without putting your clients through an MBA in what you do?
Simple, give them the tools to refer.
There are some simple techniques to help your clients tell others:
- Use social media content to educate about your services
- Send email marketing about client stories
- Make sure your website tells your story well
Make sure you have a call to action - 'tag someone who needs our help', 'we're taking on new clients' or 'contact us if you need to get started'. Make sure you let them know you want referrals. It's surprising how many clients think you're too busy.
Clients can then use this content to help refer others just like them - they email friends, or tag someone in the comments or even send a post in a private message.
Above all, make sure you have a simple way for leads to connect with you via social media or your website - let them book a time to meet or for a callback...your contact form doesn't cut it anymore.
Your current clients are your best source of referrals if you arm them well. Make sure you're supporting them to support you ????????
Get in touch if you need help to get your referral system in order.