Why Refer You

Yes, you are a wonderful person, and an excellent advisor, but so are a lot of your competitors, so why should anyone refer you instead of one of them?

Think of referrals you've been given in the past. Did you handle each of them in such a way that it was a memorable experience for the person referred?

Did he or she call the referror to tell him what a pleasure it was to deal with you?

You want the referred prospect to be so impressed with the treatment you give them that they can't wait to tell their referror about it.

Dan Richards described the referral strategy of a Toronto stockbroker this way. "His first contact involves calling the prospect to set up a face-to-face, exploratory meeting.

"He then couriers an information package to the prospect's place of work, including a note confirming the broker's background, his philosophy, and firm.

"The third contact occurs when the advisor's assistant calls the prospect a day before the meeting informing him to look for a space reserved in his name should the parking lot be full.

"Lastly, when the prospect (and possibly his spouse) arrives the receptionist greets them and asks, 'Are you Mr. and Mrs. Smith? Dan told me he was expecting you, and to let him know as soon as you're here.'

"Since implementing this process the advisor's success rate converting prospects to clients has increased dramatically."

But, what do you think his prospects told their referrors?

And what do you think your last referred prospect would tell his referror?

The better you can make the experience for the referred prospect, the more likely he is to thank the referror for referring him to you.

And, because people love to be appreciated, the more likely the referror is to give you more referrals.

Why Refer You - To learn more about this author, visit Donald F. Pooley's Website.

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