One of the most effective and enjoyable ways to attract new clients and grow your business is through recommendations and referrals.
Yet I am sure most of us would admit that we mainly leave it to chance or fate, (unless you are part of a networking group that actively supports this approach).
We're worried that we might appear pushy and needy.
So we just HOPE that we'll be the top of someone's list of 'people to recommend' when an opportunity shows up! But being serious about developing this slice of your marketing wheel requires more than relying on the memory and goodwill of others.
So how do you become a magnet for referrals? It needs a positive approach that focuses on being referable, building your reputation and nurturing relationships.
Be referable! When others know you, understand what you do or have had an experience of your product or service, they will feel much more comfortable telling others about you.
You can support them and make the process easier by providing information on your ideal clients and the problems you help them solve, together with the best way to get in touch - through a newsletter, event or directly by 'phone or email.
If the person who may refer others to you is not a client of yours, offer them a sample of what you do so that they can be reassured that their colleague will be well looked after.
Then where appropriate offer incentives for any referrals received.
This can be a discount on the next purchase your customer makes or a small commission payment if you have an affiliate scheme.
Build your reputation.
Providing good quality services to existing and potential clients within a niche market and sharing your successes will help you continue to grow your reputation - it's essential.
But when you go the extra mile and provide exceptional service by giving more value than is expected you become much more memorable.
That's when you create raving fans - your clients will be so thrilled that they'll want to talk about their experiences with everyone.
Focus on relationships.
Building relationships with others takes time so I always recommend that you give before you receive.
Giving referrals to others and supporting them in their businesses demonstrates that it's not just one way traffic.
You can also develop generous and supportive reciprocal arrangements by promoting your colleagues' events and services through word of mouth and social media, benefiting everyone.
Then if it works form more strategic alliances, joint ventures or partnership with others who serve a similar client base.
Finally, set up a system to keep in touch with potential clients, centres of influence and referral partners so that you can stay on top of any developments and successes in each other's businesses.
Life changes, time passes (rapidly!) and it's easy to lose sight of what you and your contacts are doing.
Some golden rules! When someone has taken the time to speak about you and pass on your contact details it's important that you keep them informed; if this doesn't break any confidences.
They put a lot of trust in you that you will meet and hopefully exceed expectations.
And please, most importantly, always thank the person who recommended you, with a personal call, a handwritten note or a small gift.
I know from my own experience that having referred several thousand pounds worth of business to a colleague, without any acknowledgement, I am now reluctant to do so again.
Every referral is an incredible gift.