Securing Referrals (Part Two of a Two-Part Series)
Step Two: Approaching Clients for Referrals
Only after your clients have experienced your stellar services can you approach them for referrals. Last week we talked about providing quality customer service to your clients in order for them to truly appreciate your business. Until you are certain clients are happy with your services, you should not approach them for referrals. You don’t want to compromise an already delicate relationship.
Once you have a handful of pleased clients, select one of the following approaches in asking them for referrals:
1. Request feedback
One subtle method for requesting referrals can accompany your request for valuable client feedback. Give your clients a survey on which they can respond to the quality of your services, explaining what they appreciate and what they would like you to improve. If clients are especially satisfied with your work, this can be a good time to request, at the bottom of the survey, a list of individuals they know who might also benefit from your services.
2. Use a sales letter
If you distribute a newsletter for your business, this would be a great place to request referrals in a very casual way. If you don’t currently distribute a newsletter, you may consider sending all your current clients a sales letter where you detail your services and offer a seasonal offer or special deal. Again, at the bottom you can include a request for referrals.
3. Ask directly
Business lunches are a great way to show your clients appreciation. It’s also a good setting for requesting referrals. It’s important to remember that your approach should never be pushy or aggressive. Take the time to chat with your clients, showing genuine concern and interest as you talk casually. At some point the conversation should turn to business, and as the end of your meal nears you should make the request. Consider a casual request, such as, “Is there anyone you know of who might also benefit from my services?” If your client’s response is positive, ask if you could invite the client and his/her friend(s) to another lunch appointment where you could be introduced.
4. Offer incentives
Often the idea of discounted services is the best motivator. You may find your clients more willing to refer their family and friends to your tax practice when they realize that they will receive a complimentary service or some type of discount. Remind your clients of these incentives 3 to 4 times a year in order to encourage them to consider who they know that might benefit from your services.
5. Give gifts of appreciation
Regardless of whether or not your clients actually refer anyone to you, showing your appreciation for their business is always a good practice. Gift cards for restaurants, movie theaters, gas stations, book stores, etc. are all good examples of small gifts of appreciation that will go a long way in inspiring client loyalty.
Asking for referrals can be daunting. However, when you can ensure that your clients are first satisfied and then approach them with a low-pressure technique, you’re more likely to find success and a handful of prospective clients.
Attend a Free Seminar
Whether you have your own accounting practice or have been considering starting one in the future, you could benefit from a free seminar on Having Your Own Successful Accounting Practice. Universal Accounting Center is making the rounds these next few months, offering this free two-hour workshop designed to teach you how to save many wasted hours and thousands of dollars learning techniques that work. See if one of our free seminars will be coming near you.
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