Before we get to the 3 Strategies, let’s start with a simple formula you can use for any aspect of your business. Nothing magic here; simple and effective: Vision > Strategies > Tactics. Unfortunately, most professionals and business owners go straight to the tactics. They have a great idea and implement without much regard for the overall vision and strategy. While the idea might be sound, the results will be limited.
For the purposes of this article, let’s use this vision: In 2016 I Will Create Exponential Growth by Establishing a Culture of Client Acquisition through Personal Introductions. (If you have a team, change “I” to “We.”) Can you get behind that vision? I suspect you can. Now… 3 Strategies to support that vision.
Strategy 1 – Engagement
Research has proven that to bring in more new business and generate introductions, we need to go beyond client satisfaction and client loyalty to Client Engagement. From the very beginning of your new relationships you want to make sure you are facilitating your prospects’ and clients’ sense of engagement with both your value and you as a person. This, by the way, can produce referrals and introductions without even asking for them.
The Prospect Experience
Make sure you have a great initial process that brings great value to your prospects. Having a Here-to-There Conversation and telling them your Personal Why will help you connect on both key levels – your value and you.
The New Client Experience
Provide an onboarding process so your new client truly feels welcome and that they are “joining” something. If appropriate for you and the work you do, create a sense of “joining the family.” The onboarding process should, again, hit both aspects of engagement: value and personal connection.
The Ongoing Client Experience
Your Client-Service Promise should drive the continuing relationship. Going into each year, have the year planned out as best you can so you know exactly how you’ll be in touch with your A-Level Clients. No winging it allowed! Have a plan. Work the plan.
Strategy 2 – Leverage
If you’ve been following my work for a while, you know that it is leverage that transforms incremental growth that comes from great client service into exponential growth that puts you on the fast track to increasing your success.
You’re probably already familiar with the many methods I teach for promoting introductions, i.e., planning seeds. One of the most effective methods is to teach your clients how you would proceed should they identify someone who might find value in your work. Take the mystery out of your referral/introductions process. Build your conversation for the two main elements of “confidentiality” and “handle with care.”
Latest posts by Bill Cates, CSP, CPAE (see all)
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