By Ian Brodie

One of the biggest challenges I find clients have when trying to get more referrals is that their referrers (the people they've asked to introduce them to someone) struggle to make the introduction sound attractive to the potential client.

For example, let's say you're a lawyer and you want to get referrals from an accountant to small manufacturing businesses in your area. Or perhaps you've used Linkedin to name some specific people and organizations you know he knows.

How is he going to make that introduction sound attractive to the potential client? Chances are, they don't have a specific need for your services at this point in time. And even if they did, the accountant might not know that. So, although a recommendation and offer of an introduction from a trusted partner like an accountant is more likely to succeed than a cold call - it still might not seem attractive.

And it may well feel embarrassing or uncomfortable to the accountant, too. It may just seem a little too much like he's simply selling on your behalf, rather than thinking in his client's best interests.

Now, of course, you're going to try to fill your referral partner with confidence by proving what a great resource to his clients you could be. And of course, you're going to be nurturing your relationship with him to keep yourself top of mind for when the time comes to give referrals.
But at the end of the day, face to face with his client, he's going to have to actually make the referral. If he feels uncomfortable he'll wait until the client's in a good mood. Or maybe until a related topic comes up. Or maybe....

But what if the accountant actually had something of value from you to offer the client? Something that was useful to them before they had an urgent need. It could be a report you'd prepared on the key facts manufacturers need to know about employment law, for example. Or perhaps an invitation to a monthly seminar your firm runs on new legislation which impacts their type of business. Or perhaps it could be some kind of related checklist or spreadsheet tool.

Now there's a different dynamic. Instead of just suggesting a meeting with you, they're giving the potential client something of value straightaway. So the client will be much more likely to meet with you than before.
The whole situation has changed now. You're now doing them a favor, rather than vice versa.

So not only will the accountant be recommending you when the time is "perfect" - he'll be recommending you whenever he can. Because your offer will help him improve his relationship with his client.

So what offers do you have that your referral partners can use?

If you don't have any, start working on them now.

Ian Brodie works with the leaders and staff of professional service firms to help them achieve their business growth goals.  His clients are lawyers, consultants, accountants, architects, surveyors, coaches, and other professionals. He helps them improve their marketing and sales capabilities to win new clients.  To get a free copy of Ian's eBook, How to Get More Referrals, sign-up for the Outside In Newsletter featuring detailed articles on strategy, marketing and business development for professional service firms.