Small businesses have always relied on referrals as a major source of new business. The importance of referrals and word of mouth has only increased as technology has improved our ability to spread messages (both good and bad) quickly and widely.
A great way to increase the number of referrals in your business is to remember one simple question: “what does your ideal client look like?”.
Here are four ways this question can help your business:
1. Ask this question of new people that you meet
By asking this simple question you not only show that you are interested in who they are and what they do, but that you are keen to help them find new clients. People like other people who listen to them, who care about them and who try to help them, and being likeable is always good for business.
2. After asking this question of others, remember their answer
If you remember the profile of an ideal client for your contact then when you meet someone that matches that profile you’ll be well placed to make an introduction. While doing this good thing may be enough reward in itself, we know from the that the more you help other people the more likely it is that others will help you.
3. Have a clear answer to this question for your own business
You might think your business is able to help “all small business owners”, but reaching such a wide audience and then convincing them you are their best choice is hard, if not impossible. A much better strategy is to target a very specific segment of the market and do everything you can to reach them and demonstrate how you are their best option. By focusing on your ideal client rather than just any potential client, you are doing just this. Leave the strategy of targeting the masses to the big boys that have the scale and credibility to make such bold claims, and find your niche then own it.
4. Make sure people in your network know what your ideal client looks like
We are all busy worrying about our own issues and don’t have hours in the day free to help others, so if you want people to help you then you must make it easy for them. By telling people exactly what your perfect client looks like you make it easy for them to recognise a potential client for you when they meet one. In addition, you make it less risky for them to make the referral because you will be well placed to service the new client (at least, I hope you’re well placed to service your ideal client) and you won’t make the referrer regret their decision. If done well everyone will be happy and more referrals will follow.
So, in summary:
- Ask people you meet what their ideal client looks like – showing genuine interest makes you more likeable;
- Remember their answers and look for ways to help them – making referrals will get you referrals in return;
- Know what your ideal client looks like – focus on creating a more targeted and credible business; and
- Find opportunities to let people know what your ideal client looks like – make it easy for people to help you.
