No doubt about it -- we're still navigating some tough economic times. Increasing your client base is more important than ever, but you just don't have the budget to spend a lot of money on growing your business. You're too busy trying to stay afloat! The inexpensive and effective solution is to look in your own backyard -- referrals from clients and even prospects are the best leads you can ever hope to get.
As a meeting planner, if you provide valuable services to your clients, they will want to share you with others. It's just human nature. But sometimes they need a little nudge -- so you should have a system in place for promoting this positive word of mouth.
You can use the power of referrals to dramatically increase your business. Here's how:
Get a systems-based approach. Too many companies view referrals as something extra a client tosses to them once in a while. This mindset has to change. Everything you do should be geared to asking for and following up on referrals. If you have a system in place for pursuing referrals, you and your staff will use it. You won't have to think, "Now what can I send to get this referral?" or "How can I thank this client for giving me this referral?" You'll have a package on hand to instantly drop in the mail.
Just do it -- every day. The best way to get comfortable with asking for referrals is to make it part of your everyday business dialogue. For example, ask a client, "What have you liked about the work we've done together?" When she gives you a positive response, it's a good time to say, "If there's anyone you know who might need these services, please send them my way."
Can't bring yourself to say the words? You're not alone -- many people are more comfortable asking for referrals in writing than in person. If you're one of them, a referral request package can be a powerful marketing tool. Send it too all your clients. This mailing should include a targeted cover letter and a form on which they can list friends and business associates who might be interested in your services.
Give clients an experience. In order to get referrals, your business must become memorable, noteworthy, and one of a kind. Your clients must want to refer their friends and associates to you. Do whatever it takes.
And give your clients an experience! That, maybe even more than your stellar service, is what sells them. I have a financial services client that says it helps clients "get to the top of the mountain." From the mountaintop you can see the world -- so this company has turned each office and conference room into a different "country." One room has a huge mural of Athens on the wall. Another one represents Paris, and so on. People bring their friends by to see the office, even without an appointment. It's been a great way to attract new business prospects.
Find your natural niche. Remember, you can't be all things to all people and you shouldn't try to be. Taking into account your expertise, interests, and the niche areas you are already working in, figure out what kind of specialist you want to be. It should feel natural, as if your company was born to play this role. Then cultivate that niche. For example:
Become a prominent and visible member of the best trade association in your industry.
Create educational opportunities such as seminars and brown bag lunches. Be innovative -- you'll make a name for yourself in your field.
Target the top two publications in your industry and contribute some dynamic articles. Use testimonials and success stories.
Become a "list lord". An association list, industry list, department list, or club list can open the door to referrals. Let's say you're sitting across the table from someone who's a member of, for instance, the Watertown Country Club. Just bring out your list and ask, "I was wondering if you know anyone in this club who may be interested in my services?"
The list method works because most people want to show they have influence in their groups. Once you have referrals, you can call these people up and say, "Hello, I got your name from Bill Smith, who is a member of the Watertown Country Club; he said that you may be interested in my services."
Make your office an "RR crossing" No, I'm not suggesting that you move your office to a railroad track! It's just a way to help yourself, your co-workers, and your clients create a referral mindset. Put a big sign in your office that says "RR." You will know that it means "remember referrals." It may also inspire clients (or even prospects) to ask about its meaning, which creates the perfect opening for you to explain that referrals are the heart of your business and that you would appreciate their help.
Say it with flowers . . . or more creative rewards. Saying "thank you" to clients who give you referrals encourages more referrals. Reward these valuable clients with a thoughtful note. But in addition, give them something nice. Flowers and gift baskets are time-tested winners, but you can also be a bit more innovative -- for instance, a certificate for a free massage or tickets to a sporting event.
Keep in touch to keep 'em happy. Initiate contact with your clients on a regular basis. Don't wait for them to call you. In fact, I suggest creating a monthly KIT (Keeping In Touch) program for communicating with your best clients. In February, for example, you might send Valentine's cards; in June, some helpful travel tips; in November, your favorite holiday recipes. You should also contact clients one to three times a year just to make sure they're happy with your services.
By Maribeth Kuzmeski.