Looking for More Client Introductions? Here Are Eight Strategies

With so much opportunity for others to spread the word about you, are taking advantage of the chance to ask clients for introductions?

Creating your client-referral strategy

Sure, asking for an introduction may seem uncomfortable or you may feel it’s too intrusive. But waiting for a client to naturally refer you is a passive approach.

Also, many advisors rely on outdated or basic asking techniques, tacking on a message in an email, like:

Can you share with three people who could benefit from my services?

Or closing their email with a signature, such as:

The highest compliment I can receive is a referral from your friends, family, and business associates.

Do those asks encourage action?

With a well-thought-out strategy to ask for introductions, you can grow your business – and show your clients how much you appreciate your relationship and value their input.

Below are some tips to help you grow your client roster.

1. Choose your words

If the word “referral” makes you cringe, change the narrative. Many clients may not know what the term “referrals” means, assuming you need a reference or you’re just looking for names and numbers. What you’re asking for are introductions.

Along those same lines, you can ask for feedback or advice from your clients. For example, ask them how to connect with people like them.

2. Be specific – and personal

When asking for an introduction, be specific about your request. Firms with a documented ideal client persona and client value proposition attract more new clients.

Instead of putting the onus on the person you’re asking for the introduction, provide them with examples about your ideal client. This could be a specific niche, profession, or income level.

Prompt your clients by asking them to identify a specific challenge they worked on with you, the steps taken to address the issue, and how they felt once it was resolved. Armed with this “referral story,” your clients can provide more context when making introductions.

Ideally, you want an introduction that sounds like:

My financial advisor specializes in working with small business owners and I know you’re thinking of launching a business. You should give her a call.

And not like:

You should call my financial advisor, she’s fantastic.

Also, be specific with your referral. Personalizing your request connects you to the person you’re asking.

Do some research about prospective clients, so you can ask for introductions to the right people.

3. Think creatively

As you’re thinking about connections, don’t limit yourself to your existing clients.

Think big: former clients, well-connected clients, former and current colleagues, networking connections, associates, C-suite executives, family, friends, and employees and owners of the small businesses you frequent.

Everyone you know knows other people. So, the more people you connect with (especially on LinkedIn and other social platforms), the more connections you can make.

4. Make it eventful

Consider hosting an exclusive invite-only event for clients and prospects. Reach out to your connections (see above) to find out who may be interested in attending.

Remember: The point isn’t to sell your services, but to get to know your attendees. How? By mingling with guests and asking engaging questions about their upcoming challenges and where they see themselves in the next one to five years.

Additionally, host client appreciation events, which focus on your clients and allow them to bring family and friends. Again, since the focus is on the client, don’t pitch or sell your business; instead, let your clients enjoy themselves – and introduce you to guests they’ve invited.

Post-event is your opportunity to follow up by thanking guests for attending and encouraging prospects to reach out to continue the conversation.

5. Give them a reason

Building loyalty with your clients motivates them to introduce you. How can you build loyalty? By continuing to provide value, which means listening closely to their needs, providing support, sharing useful information, occasionally checking in, or offering an invitation to an exclusive invite-only event – bonus points if you also invite prospects.

When you effectively communicate with clients and meet – and ideally exceed – their expectations, you’re creating a reason for them to provide a word-of-mouth recommendation.

6. Develop a reciprocity mindset

Introductions should be about both giving and receiving. This is where building partnerships is beneficial.

Connect with like-minded professionals who are looking to expand their client bases, such as CPAs, attorneys, or insurance specialists. They may have clients who need your services – and you may have clients who need theirs. By connecting other business owners to people in your network, they’ll be encouraged to do the same for you.

Providing introductions to your clients establishes you as a trusted resource. Connect them to strategic alliances or make introductions to lawyers, accountants, or business owners. You can even recommend an architect or home contractor.

7. Continue to build your digital footprint

Don’t forget about your online presence. Your website is key. When questioned about how they search for advisors, 98% of consumers say a website is somewhat or very important when choosing an advisor.

Consider things like online brochures, articles or press releases written by you or written about you or your company, and your social media.

“A lot of a financial advisor’s referrals come from word-of-mouth. But no one is going to just pick up the phone and call before checking out the advisor’s website and social media – particularly their LinkedIn profile,” explains Symmetry Partners Senior Regional Manager Todd Mitchell.

This is also where your blog (if you write one) can come in handy. Not only does it provide validation, but it also helps prospective clients connect with you and see your expertise.

In terms of social media, there are varying opinions about whether it’s an appropriate way to directly ask for a referral. But since 50% of users follow brands on social media to learn about new products or services, ensure yours is current and professional – and you’re sharing relevant, valuable content.

8. Remove the risk

Perspective is important. Often, people are reluctant to introduce you to someone because they’re taking a leap of faith and fear they’ll end up looking bad. Here’s how you can reduce the risk:

• Assure them that referrals get extra service and attention, and you won’t harass anyone with excessive calls or emails.
• Let them know it’s okay to say “no.”
• Keep them posted about the status of the introduction.
• If it all works out, send a thank-you note.

It’s worth asking

Asking a client for an introduction doesn’t need to be daunting, especially when you bear in mind that people are 400% more likely to become a client when referred by a friend and the lifetime value of a referred customer is 16% higher than a non-referred customer.

Implementing some or all these tips can help your business, network, and credibility grow.

Content expert, writer and editor Nan Price is content strategist at Symmetry Partners, LLC. Nan has spent 20+ years helping small businesses and individuals create engaging content that makes an impact, including in-depth interviews, bylined and ghost-written blogs, marketing materials and newsletters for various industries. If you have any questions or would like more information visit Symmetry here or give us a call at 800.786.3309.

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