The 20-80 Rule of Referrals

By Daryl Logullo | October 1, 2007 | Popularity: 4% | 1,014 views

Here are three key concepts to refocusing your referral marketing. It's based on the 80/20 Rule, and a reverse concept I call the 20/80 Rule with the following question:

What if you inverted the equation and spent 80% of your marketing dollars on your current clients?

Here's what I'm driving at…

1. Ensure that your existing clients understand the full scope of your services.

People talk most about your work when they really understand it. But, unfortunately, the majority of our clients have experienced the benefit of only a few of our skills. You need to change that behavior.

2. Discuss the subject of growth with your clients.

Growth is a natural part of life. It demonstrates that you are a positive, optimistic, and enthusiastic adult. In fact, I haven't known many people who don't appreciate a person who is positive and active about advancing herself, whether personally or professionally. The problem is, most of us tend to get bashful — even scared — about sharing our desire to grow.

3. Reward referral-generating behavior.

The key word is behavior. It amazes me how many professionals don't recognize and reward referral-generating behavior—whether it comes from their clients or even their office staff. This can't be an option. It's simply mandatory in business.

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