The Maverick Referability Formula: Part 1 -The 3rd Party Problem
O.k. kids, lets have some fun. You’re great. People love you. You do good work. So how come you’re not getting referrals?
The 3rd Party Problem: Let’s say you have a client or contact who WANTS to send you referrals. You’re the 1st Party, your client is the 2nd party and their connections represent the 3rd Party. Between you and their connections is a giant wall that I call the 3rd Party Problem. It’s a barrier made up of two basic problems that keep them from connecting you to that 3rd Party.
Problem #1: EVERYBODY = NOBODY Unless you tell people SPECIFICALLY who your clients are, they have no way to differentiate between the people they should be talking to about you and EVERYBODY. Therefore, they see a big pack but do NOT see your potential clients.
Problem #2: WHAT TO SAY Provided your people, by luck or your brilliant referral cultivation strategy, have figured out WHO to talk to about you…they next have to figure out WHAT TO SAY. They’ve got to come up with something clear and simple and compelling to make the connection between you and that 3rd party. Considering that most people can’t do this for themselves, what are the odds your 2nd party people will figure out how to do it for YOU?
More specific solutions to come, for now, consider: How can I make it easier for my contacts to recognize WHO they should refer me to? What would I want them to say if they happened to know the perfect client for me? ULTIMATELY you getting referrals is your responsibility. The more work you make them do, the less likely you are to get results and referrals. They’ve got other stuff to take care of. Make it easy for people to send you new business and you’ll be a lot more likely to get it.
Need some help developing your own REFERRAL STRATEGY? This month’s (March 2009) SCREAMIN’ DEAL is a $50 First Hour. Get your FIRST hour of help for ONLY $50! Contact me at info@maverickandcompany.com regarding scheduling.