15-Mar-2011

Make Referrals Happen Naturally

Getting referrals is more than an end-goal; it’s a way of life. Qualified referrals aren’t simply there for the asking. Yes, if you ask, you’ll likely get (possibly a little reluctantly) a list of names. However, most serious referrals, the kind that turn into bona-fide clients, aren’t initiated in contrived situations. They happen naturally when a happy client connects with a friend or colleague who might need your services.

But what internal mechanism triggers that client to offer your name? Is it the fact that you once asked him for names? Probably not. In those real moments what you’ve said in a meeting has little bearing whether or not that client gives your name. In that split-second defining moment, it all comes down to whether or not he believes you’ve enriched his life. Does he feel better off for having known you? Is that client so sure of your integrity that he’s willing to put his own reputation on the line? Is your bond tight enough to that he cares to extend it to his best friend, new brother-in-law or big boss?

A client readily offers your name only when he:

BELIEVES IN YOU: Most clients say they’re committed to designing the life of their dreams, but they actually spend more time writing out their grocery list. When they meet an advisor who is truly passionate about helping them, someone who takes an ownership role and works hard to clarify and achieve their goals, those clients become dedicated to you too. Behavior is reflective. When you’re fully committed to improving your clients’ lives, they in turn are committed to improving yours. When the opportunity comes up, they’ll freely recommend you, happy to help you build your business.

FEELS APPRECIATED: You may assume your client already knows that you appreciate him, but unless you go out of your way to tell him, there’s no way he can know for sure. Today’s fast-paced technically advanced lifestyle does not diminish the importance of handwritten thank-you notes, birthday and holiday cards, nor does it relieve you of the responsibility of a personal phone call now and then. Clients need to know that you care about their business before they can care about yours.

KNOWS YOU MAKE THE TIME: If you make yourself available to a client, not only when he wants to buy something, but also when he has a question or concern, that client knows you’ll make the time for his friend too. Whatever is happening on your end, you have to make the time to take his call, let him know that you care about what’s keeping him awake at night. Good news, bad news, every time you take the time to talk to your client, you strengthen your relationship. The stronger your relationship, the faster your client will offer your card.

TRUSTS YOU RESPECT THE PERSONAL CONNECTION: How you treat a client’s family sheds insight into your overall style. Often spouses, in-laws and multiple generations are involved in family decisions. If you treat the uppity grandmother or bossy son-in-law with the same poise and respect you show your client, your professional manner reassures your client. Your client can be sure that if he offers your name you have the interpersonal skills to deal well in any situation and whatever you do will reflect well.

Getting referrals is a way of life

You represent the most important brand: yourself. How you walk, talk, carry yourself and deal with others in everyday situations affects how your clients see you—and how readily they’ll share your name with their inner circle. When you appreciate your clients’ visions and dreams, they in turn appreciate your ambitions and want to help. Be your best, plant the seed, and the referrals will flow naturally.

Robert Falvey, Partner at the Legacy Companies, is a 20 year veteran of the financial services industry. Rob has trained and consulted with hundreds of advisors throughout the US and Canada. As a Kolbe™ certified professional, Rob is skilled at helping individuals tap into their unique strengths in order to achieve maximum effectiveness in all that they do.