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Keep Your Client in the Loop After You Get the Referral

Keep Your Client in the Loop After You Get the Referral

Paul McCord

Congratulations, you’ve just received several referrals from one of your clients. Great job! But hold on, you’re work has just started. No, I’m not talking about contacting and selling the referred prospect, I’m talking about keeping your client in the loop.

One of the primary reasons clients are hesitant to give referrals is that they are afraid of being embarrassed in front of a friend, relative, acquaintance or co-worker by you not performing as you should. So, when they do give a referral, they have a vested interest in what’s going on between you and the prospect. Not in the sense of whether or not the prospect purchases, but in how the prospect perceives you and the value being referred by the client.

When a client gives you a referral, you learn a number of things:

  • The client will give referrals. Obviously, you just received one or more.
  • How well the client understands what you do. The quality of the referral will let you know how well your client understands what you do and who is a good referral for you. The better the referral, the more the client understands. The poorer the referral, the more work you must do to educate them for future referrals (and future sales to them for that matter).
  • How much they trust you. Generally, the stronger the trust relationship between the client and the referred prospect, the more the client trusts you.
  • They have more referrals to give. Seldom will a client give you all of the referrals they can make at one time. If a client gives referrals, you can almost bet they have more to give—if you keep earning them.

How do you get those additional referrals? Additional referrals are earned, just as the original referrals were earned. You earn those additional referrals by:

  • Giving your client the assurance that you’re trustworthy with referrals. You must show through your actions that their trust in giving you a referral was well placed by making sure that the referred prospect has an exceptional experience with you.
  • By keeping your client fully informed of everything that is occurring with the referred prospect.
  • By continuing to deliver superior service to your client.

Does the above mean that you must perform perfectly with the referred prospect? What if there was an honest mistake or miscommunication? What if something out of your control happened during the course of the sale? Will these incidents destroy any possibility of acquiring additional referrals?

No, not at all.

The keys to gaining additional referrals from a client are to treat the referred prospect exactly in the same manner you treated the client and to keep your client informed of what is transpiring between yourself and the referred prospect.