When it comes to gaining momentum for your business, referrals are going to an integral part of building an extensive clientele. Most people like to work with someone they believe they can trust, who has provided a pleasant experience for others in the past. Referrals are sometimes an overlooked asset in your company’s marketing strategy. A solid recommendation can go a long way, so here are a few ways to make sure your referral process is a slam-dunk.
Put Effort into Building Authentic Rapport
The ability to build interpersonal relationships is a fundamental part of being successful in any facet of life, particularly running a business that serves the public or requires frequent interactions with people. A high emotional intelligence and strong ability to read others and social situations will be some of the most valuable things you can add to your business’s arsenal.
Remember that when working with clients – most people simply want to be heard. Put effort into listening to what they’re actually saying, pay attention to their body language, (posture, gaze, positioning), and be mindful of their tone of voice.
Show an active interest in who they are, (in a professional manner, of course!) as well as the services they’re requesting, and how to best meet their needs. Ask relevant questions and address any concerns or hesitations they may have in order to help you better serve them. If someone decides they aren’t interested, don’t try to convince them. No one likes to deal with someone pushy or aggressive, so pressuring or repeating yourself to a client can be an unpleasant experience for them, leading them to give you negative reviews.
Just be yourself. There have been times when I’ve applied to jobs I was less qualified for but landed them because of my personality. Sometimes, fortunately, (or unfortunately) it comes down to being likable and kind. Never underestimate the power of approachability, as people enjoy working with someone they can get along with. When you market yourself, feel free to offer business cards to your customers to share with their friends and family. Carry yourself professionally, but don’t change who you are to impress a client or become so stiff that your interactions are robotic and you’re no longer relatable. In essence, treat people like people rather than a business transaction and you’ll be more likely to gain new relationships.
Follow Up
Once you’ve established a relationship with your client, don’t forget about them. The goal is to create a sustainable relationship, which means going that extra mile. Small gestures such as remembering birthdays and creating a personalized experience will help make your clients feel valued and appreciated.
Saying, “thank you” is huge! People genuinely appreciate the little things and this one small gesture could be your lifeline to several new connections. Show your gratitude in a way that is relevant to the client and the services you provided them. Thank them for their business and for choosing to work with you. Depending on your working relationship with a client, it may also be appropriate to simply ask for a referral.
Also, deliver what you’ve promised! Your product and performance are a huge representation of you and your brand. If you’re falling short or trying to scrape by with minimal effort, then it’s time to ask yourself why you’re doing this in the first place. It’s like that old adage, “do it right or don’t do it all.” Take pride in your business and have integrity in the way you deliver it. Understand that starting a business means a lot of investment -financial, physical, mental, emotional, and of course, your time. Don’t waste yours or other people’s time by failing to deliver. You’re going to have to invest in this process if you want the return, and remember, people will give you raving reviews if they love something, and sometimes scathing ones if they don’t.
Stay Consistent
Unfortunately, clients are not going to just appear out of thin air. Bummer, I know, but the amount of effort you’re willing to put into building sustainable relationships with clients is equivalent to how successful you’re going to be. I’m not saying you should overwork or stress yourself out, or that you have to work with very difficult clients for little or no return. Yes, there will be some of those, but overall, you want your experiences and clients to be pleasant, and that’s going to take consistent effort on your part, being intentional as you navigate networking strategies and sort through your resources.
Sometimes, you may hit a wall, as consistent networking can be exhausting. Remind yourself of why you’re working towards building your clientele in the first place, and keep moving forward.
Be Open To Feedback
This one is huge. Every person you meet is going to have their own unique experience of your business. Even if most of the reviews you receive are similar, you can always find hidden gems within their evaluation that will help you improve.
The purpose of feedback is to allow another person the space to feel heard and validated in their experience, and for you to listen, gathering information you can later implement to improve your business. Think of it as free brain-storming. Feedback is oftentimes not meant to be an attack on your character, (although it can feel that way at times) and learning how to be insular and taking things in stride will keep you moving forward.
Lastly, feedback is valuable because when you’re willing to hear what others think, you create a dynamic where they feel comfortable offering you their perceptions and input on your business, which can sometimes be invaluable.
Building a network of kick-butt referrals can be a slow process, but that doesn’t mean it can’t be fun! Commit to continuously working on strengthening relationships with your clients and focusing on future goals and improvements, and you can’t go wrong.
