How to Build an Endless Stream of Referral Business
First, identify your ideal referral partners. What type of services do they provide and how does it compare/relate to your services? Start by listing 10 or more professions that also work with your ideal clients. Example: A dermatologist may list acupuncturists, aestheticians, general physicians, personal trainers, chiropractors, make-up artists and hairstylists as ideal referral partners.
For each professional category identified, actively seek to meet and share your unique value proposition to 10 professionals within that industry. The key ingredient in this relationship reciprocity. Both parties must have a high level of confidence in the other’s professional abilities. Enough confidence to comfortably refer clients back and forth as opportunities arise.
Schedule an appointment to meet with each potential referral partner and be sure to provide a sample of your services. In this appointment, make it a point exchange professional philosophy and standard practice to ensure you are a good referral match. Also, it is imperative you each know the key characteristics of your ideal client. For example, a good question to ask each other would be “If I were to tell my clients about your service, what would you want me to say?” This is a great way to start a meaningful referral partnership
As you meet the appropriate matches and confirm your referral partners, add their names to your important contact list. (Remember, these are professionals who are just as willing to send you referrals as you are to them) This process does not happen overnight, however your 6 month goal is to attain 10 different referral partners from 10 different professions. This will provide you with a stong base of 100 referral partners
Once you have built these relationships it is imperative to cultivate and nurture them. Immediately develop tactics for how you will stay in touch and build a long lasting referral relationship. Some good ways to do this are as follows: (1) Follow up with them each time you send a referral their way to ensure if it was received. (2) Call to say hello every 30-90 days. (3) Send the appropriate greetings at the appropriate times. (i.e. Birthday cards and holiday cards, invites to special events, parties and networking functions). It is also a good idea to treat them as a personal client by regularly checking on their needs particular to your area of service.
TIP: Never stop searching for new referral partners. Review your list monthly and focus on building on the relationships that have yielded the most fruit. Replace individuals that have not proven to be good referral partners with new referral partners and keep your list fresh!
Finally, don’t forget to treat all clients, but especially those referred to you like gold! As your client base grows, so will your reputation. It will mirror the quality of service you provide and magnify your daily business practices, good or bad.
