We’re a creative communications agency.

NOT JUST A NUMBERS GAME

REFERRAL STRATEGIES:

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QUALITY NOT QUANTITYTrying to build relationships with a large number of referrers is unlikely to provide satisfying results. The number of referrals you can give each one will be smaller and the trade-off will therefore be poor. Focusing your efforts on a number of KEY referrers, passing more referrals their way and building a deeper understanding of each other’s service will generate rewards.

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BUILD YOUR FOUNDATIONSSpending time with key referrers, with both teams getting to know each other and their strengths,

will highlight opportunities for referrals into the future. Understanding when and how you can make referrals from each of your client bases will set the stage for the future.

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IT’S ALL IN THE PLANNINGYou can’t just see a referrer once and expect referrals to keep flowing. Making a plan of how you’re going to keep in touch via newsletters, case studies, seminars, roundtable discussions and just the odd coffee (or something stronger!) will ensure you stay abreast of opportunities to refer and stay front of mind should one come up.

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GIVE AND THOU SHALT RECEIVEIt’s all about reciprocity. The more you give the more likely it is that you will receive referrals in return. It’s vital that you train your teams on how to identify when clients have a REAL need for a referrers’ services. Putting a process in place which allows more junior members of the team to flag these opportunities to the relationship manager/partner will empower them to be more proactive.

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REPORTING IS KEYEnsuring you have a process in place to record all referrals given and received will help you identify where there are referrers where the stream of work passed is biased one way or the other. Identifying these and planning on what steps can be taken to improve these work flows is vital to a healthy referrer relationship.

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THE DATING GAMEYou wouldn’t go on a first date, ignore them for months and then expect a marriage proposal. Developing meaningful relationships with a small number of professionals, maintaining regular contact and sharing up to date information, is far more likely to generate the results you’re looking for.

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THE OTHER FISH IN THE SEAThis doesn’t all mean to say you can’t keep in touch with your wider referrer base. Sending newsletters, case studies and catching up at networking events will ensure that the wider pool are still thinking of you should an opportunity arise for them to pass a client your way.

3 Wells Court, Albert Drive, Woking, Surrey, GU21 5UBT: 01483 746650 | www.somethingbig.co.uk

We’re a creative communications agency.