Building our business. There is much talk about exactly how to do this. Many venture to say that the best way to grow their business is via referral. This is a fact that Rob and I won’t dispute. Hearing many small business owners talk about growing their business by referral, they are actually talking about referrals from customers. While this is certainly a viable way to increase our bottom line, we must do more than just a good job. Our clients are paying us for our services, and they expect that we do a good job (but that’s a topic for another day). They are much more liable to share a negative experience than one in which someone does “just” a good job for them (I’ve done that - haven’t you?!).
However, as mentioned in our educational post last week, forming partnerships with professionals in complementing industries will also help to serve to build your business via referral. In order for this concept to be successful, there are some elements that need to be in place - the most important being a strong relationship.
Setting up appointments to 1) get to know each other, and then 2) to strategize together is the first step. Through these meetings, you will not only begin to solidify your relationship, you will learn more about each other’s business. Solidifying your relationship is a key element. We all want to do business with those we know, respect, and trust. These meetings will enable those elements to fall into place, and allow us to become comfortable with the fact if we send our best client to you, they will be well taken care of. Food for thought … when we refer someone, we are lending our own reputation.
What are other key pieces to making us referrable? The following came up in a discussion about this topic at a recent Sips for Success meeting:
* Honesty. If we aren’t honest with our clients, it puts our credibility in jeopardy. Tell the whole story.
* Look the part. Look professional. Does that mean you should be in a $5,000 suit? Not necessarily. But dress appropriately and professionally to keep yourself in the game.
* Remember, the way you interact with each other is an indication of how you will interact with a client. Especially if you have just met, this will help to form an opinion about the way you do business. Returning phone calls, returning emails, being on time … these are all key factors.
* Fun! Are you fun to do business with? Don’t we all enjoy doing business with those who are fun?
What are some other points to add to the list?
On a closing note, keep in mind that the very list we’re creating about what makes others referrable is the same list that makes ourselves referrable. As you continue to think of these points, remember that it’s just as important to look inside yourself and make sure they apply to us as well.