When asked, most accountants, attorneys, and other professionals tell me that the primary way they acquire new clients is through word or mouth or referrals – no surprise there. What does surprise me is how often these same folks tell me that they rarely, if ever, ask for referrals. Many of us are hung up on one form or another of “head trash” – we think others will think badly of us if we ask for referrals because (insert excuse here).
If you want to grow your business or practice, you must get over this. You must learn to ask for referrals and to ask for the sale. If you are providing a valuable service, and I assume you are, then people are not going to think ill of you for wanting to help more people.
I think for most of us, learning ask for business is less about technique and more about attitude and creating new habits. Technique is important, but if you don’t get over the hurdle of actually starting the conversation, all the technique in the world isn’t going to help. Here are three approaches that you can use to overcome your reluctance and build the habit of asking for referrals:
Join a networking group – groups like BNI can help because they will teach you how to ask, give you a place to practice asking, and set the expectation that you exchange referrals with members of your group. The more you think that sounds like you won’t like it because you will be uncomfortable, the more likely you need to join.
Ask who can can refer to them – as an accountant or attorney, you probably know a lot of people. Practice being a referral source for those you meet. End every meeting and phone call with “is there anyone I can connect you with to help you with your business?”. Give without the expectation of receiving, BUT, when someone does ask what they can do for you, have a specific answer ready, for example “Thanks Bob. You know, I like working with dentists and I’m always looking for practices with 3 or more dentists. Do you know anyone that you would feel comfortable introducing me to that has a practice like that?”
Blame me – if you don’t feel comfortable with any of the approaches outlined above, do this. Blame me. Here is how that sounds - “Ok, Joe, is it ok if I ask you one more question before we finish (our meeting)? I”m a little uncomfortable asking you this, but this marketing coach named Bill is harassing me to get in the habit of asking for referrals, so I have to ask, do you know anyone else who may be facing similar issues in their business?”
I know you are going to ask for at least 2 referrals today, so come back and leave a comment - let me know how it worked out for you.
Referral Marketing Programs for Professionals
Learn how to generate a flood of new business without spending one dime on advertising. Available as a Self Study Program as well as group and individual coaching programs
