Hello Reader
How are you getting on this week? Have you had any referrals? Or done anything to build or strengthen your referral network?
So many professionals miss out on referrals from their network. Here are 6 reasons why you are not getting the referrals you need - and some advice on how to generate them.
Are you your network's best kept secret?
They say that if you do a good job then your clients will become your best sales team. Unfortunately, far too many of us fall into this trap.
If you don’t get out and about physically or virtually and spend time with your network, how on earth will they remember you when they are asked for a referral?
In other words, unless you get your name into the front of people’s minds, it is nigh on impossible to win clients via your network.
Do you consistently keep in touch?
If you go to an event and have 5 great conversations, and then don’t do anything to develop those leads, you may as well have stayed at home. A lack of consistent follow up is often the biggest barrier to winning work via your network.
When I talk about following up, what I mean is consistently staying in touch so that you are always the first person they think of when asked about the field you work in.
I don’t mean just add them to your email distribution list!
Take the time to create positive personal conversations and ‘touch points’ whether by email, social media or face-to-face.
Differentiate yourself
Differentiating yourself in the professions is hard. After all, so many lawyers do what other lawyers do, and so many accountants do what other accountants do. And don’t get me started on the auditors!
However, if you are going to consistently win business and create work-winning opportunities via your network, you need to have something which makes you stand out from your peers.
Of course, doing a great job and keep-in-touch consistently is one way. But, to really get the referrals for the clients you want, you need to make a case in the person’s mind to refer you and only you.
This is where having a niche or specialism can pay real dividends (sorry for the pun!)
If you need help to differentiate yourself, then I recommend that you work through the How to become known as the Go-to-Expert Course.
Remember this stuff doesn't happen overnight. Do some work on your referral network every week and it will build up to something greater over time.
Are you ignoring your online footprint?
When I'm looking for new team members, people often recommended their contacts. Before I get in touch with them I look at their LinkedIn profiles, Google their names, check out their websites..you get the idea!
As a result, I don’t contact everyone.
Your potential clients will do exactly the same. Regardless of how strong the recommendation is, they will check you out online to confirm (or refute) that opinion.
If you have ignored your online footprint, especially your LinkedIn profile, you could be losing nearly half of your prospective clients. (Nearly 50% of all prospects will check you out on LinkedIn!)
If your profile is a bit lacklustre, check out the Getting Confident on LinkedIN Course.
Are you clear about who is the right type of client for you?
You don't want any old referrals from your network. You need to get the right type of referrals. Are you sending the right messages about what you do and who you do it for?
Or are you still claiming to be able to help everyone? The content you create or share, as well as your website, will help educate your network who is the right type of client for you.
Rather paradoxically, the more specific you are about the right type of client for you, the more referrals you will get from your network. If this is the reason you are missing out on referrals, you need to go back to your professional services business development strategy and do a rethink.
Are you networking in the wrong places?
When you network are you meeting enough of the right type of people?
If no, then your networking strategy, or professional services business development strategy, is flawed.
One of my clients stopped networking at general SME type events and only started attending industry specific events. He got a significant upturn in the amount of referrals from ‘working the room’ as well as from his network generally.
Don't miss your visit to Progress to Partner dashboard this week and work through some of the great resources in Progress to Partner in our I Need Help with ...Go-To-Expert section
You don't have to do everything at once or watch every single video in the site in the next week. Just make a start and watch one thing. The hardest thing is always to just start.
...then you'll be unstoppable!
OFFICE HOURS QUESTIONS...
If you have any career questions send them to us at hello@howtomakepartner.com with P2P Office Hours in the subject line.
I will read your question and you will get a personal reply as well as help to find a course or guide inside your Progress to Partner Academy.
Plus if you have any feedback on Progress to Partner Academy, hit reply to let me know, I really appreciate your comments!
speak soon
Heather
Heather Townsend
Author (Poised for Partnership, the Financial Times Guide to Business Networking) Co-author How to Make Partner (and Still Have A Life)
The leading global expert in what it takes to move from senior fee earner to partner, and when you get there, stay there. Founder of Progress to Partner Academy