BALANCE AT WORK BLOG

How referable is your business?

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Lead generation is now more important than ever and client referrals are the most profitable way to build your business. Do you have a systematic referral process that makes it easy for your clients to refer you to others?

Given the volatility in the market and the caution among clients, it is now more important than ever to strengthen your existing client relationships and make it easier for your clients to recognise your value and refer you to others.

80 percent of clients would be willing to refer their adviser.
Yet only 20 percent of clients are actively asked for referrals.

Our research indicates there is an enormous opportunity that advisers are missing out on. Clients are open to the idea of giving referrals – but advisers are not having enough of these ‘referral conversations’.

How much revenue are you missing out on by not getting a referral from 80 percent of your client base on an ongoing basis? It’s time to close the gap between your current ‘referral revenue’ and your goal ‘referral revenue’ – and here’s how to do it…

Step 1 – Don’t stick your head in the sand…find out what your clients really think

Some advisers are worried about asking for referrals because they don’t actually know what the client really thinks of their service – so the first thing to do is find out.

If you’re not regularly hearing either positive or negative feedback, then that’s a sure sign that your clients don’t care enough to tell you and aren’t fully engaged with your business. That’s exactly when you should worry.

While it may sound counter-intuitive, the first step in building a more referable business is to try and uncover client feedback and any complaints through an independent feedback process – most people will be too polite to tell you directly.

Handled proactively, addressing client feedback gives you an indication of who is most open to the referral discussion and is the perfect opportunity to make your business more referable. Our clients have increased their levels of repeat, retained and referral business through this step alone.

Step 2 – Stop hoping – plant ‘referability seeds’

It’s not a matter of asking the question directly and hoping for the best. You need to foreshadow a future conversation around referrals so that both you and your client will be comfortable with the conversation. Do your clients know that you welcome referrals and that’s the preferred method by which you grow your business?

Do you make it obvious through your website and marketing collateral that you welcome referrals? Or do your clients think that you’re too busy already? A conversation about referrals doesn’t make you look desperate. But if you don’t make it clear that you welcome referrals, don’t expect to get them.

See next week’s blog post for more tips. You may also want to visit www.customerreturn.com.au to complete a 2 minute Referrability Self Evaluation. Nathan can be contacted on 0410 471 200 to provide a free 30 minute debrief valued at $150 of your results and suggestions for how to build a more referable business.

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