By Michael W. McLaughlin, Contributing Editor
Re • fer • ral n.: A person recommended to someone or for something.
Few tools pack the marketing wallop of a strong referral. In fact, it's been said that a prospective client is three times more likely to buy from someone who comes with a strong referral.
So why do consultants struggle with the process of asking for referrals?
One reason is that most of the advice we get about generating referrals just doesn’t work for consultants. Traditional thinking about referrals has us pleading with clients for a list of people we can "help." That just turns referral marketing into a beg-a-thon.
There’s got to be a better way.
Brother, Can You Spare A Dime?
"Can you help me identify others who would benefit from my services?"
It's a simple question, but many consultants would rather undergo an emergency appendectomy than pop the referral question.
Building a business using referrals should be a no-brainer. After all, what could be better than having a satisfied client wax eloquent about you to prospective clients? Granted, a referral doesn’t guarantee anything, but at least you’ve got a potent calling card.
Given the power of referrals, why are so many consultants reluctant to ask for them?
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