A Crucial Link In Your Referrals

By Daryl Logullo | October 7, 2007 | Popularity: 3% | 819 views

There's probably a missing link in your ability to get more referrals. What is it?

Let me begin by asking you: Do referrals come to you more frequently when others know you, like you, and trust you? Some would say–in the crudest sense–the answer is "Yes!" Indeed, you may feel those three attributes (knowldege, likeability, trust) are true of you, now.

But it still begs the question, then: Why aren't referrals flowing your way more frequently?"

Well, chances are it is because of this major reason. And that reason is simply this: You are not concentrating on ensuring your existing clients understand all of the products and services you offer… and giving them a total experience with you.

I've talked about this being a key issue before. But why is it so crucial?

Because people talk most about your work when they have experienced it and best understand it. Unfortunately, though, the majority of clients have really only witnessed a small portion of our true skills.

For example, let's say you're a Public Relations professional. Your clients may have experienced you writing a press release; distributing that release to the media; preparing a written result of your activities, and perhaps even hearing you discuss a certain promotional angle. But that same client has likely never experienced what you do in your PR follow-up (fax, email, telephone, leave messages, re-fax, re-email, chase down a reporter, pitch, etc.)

In other words, those inner workings only privy to your own technical capabilities.

In this example, selling a reporter on your client's story idea — the major skills you maintain and focus on. But a client never really experiences this because it's just not part of their world. And so, what happens?

They don't understand everything involved with your services and can't fully appreciate all of your expertise. As a result, this does affect your referral flow.

Remember, referrals come faster when (a) others recognize the extent that you help improve their lives, and (b) these same people can explain what you do to others. Concentrate on explaining ALL of the services you provide… and allow your clients to come to experience ALL of your work.

Focus on giving your clients more inner level experiences with you and your work. 

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