The following is based on one of Norm Trainor’s clients, Simon. All of the names and telling details have been changed.
In last month’s article, I shared how Simon’s natural ability to build trust and establish close relationships with his clients enabled him to double his business through introductions, recommendations and referrals. Before we started working together, Simon’s clients would call him with introductions to friends or family. His caring nature and willingness to go the extra mile drew people to him and his business grew organically, through word of mouth.
In a service business, one of the important measures of financial success is good will. Unfortunately, Simon, who had no systemic method for leveraging his natural talent, did not know the economic impact that the introductions, recommendations and referrals he received, had on his practice. That all changed, however, once he began to apply both the art and science of introductions, recommendations and referrals.
The first rule in the art and science of introductions is to make obtaining introductions, recommendations and referrals one of the six to eight robust promotional strategies that should be part of a well-structured marketing plan. In Simon’s case, for example, sales to existing clients was his No. 1 marketing strategy with “obtaining introductions through existing clients and center of influence (C of Is)” running a close second.
The starting point in applying the science of introduction is a detailed analysis of existing clients and C of Is to determine which among them is likely to provide quality introductions. Simon wanted introductions to business owners, wealthy pre-retirees and retirees. Since “like attract like,” the best sources for this type of introduction were his existing clients who fit that same profile.