REFERRAL ETIQUETTE

I love to connect people. If I can bring people together and set them on the road to doing some business, then I am a happy girl. Maybe you would like to connect people too, plus make a few good connections for yourself as well, but you’re not sure how to get started? Let’s remedy that hesitation now and de-mystify the referral process so that you, too, will become an expert. Here are a few useful tips that will help you create winning referrals, whether you give or receive. The idea is to do both!
Who To Ask
There are three groups where you can find referral sources—clients, colleagues and friends/family. Good referrals begin with good relationships. Along with providing excellent services that fulfill client expectations, developing and maintaining solid professional and personal relationships is paramount.
Strategic generosity is a trait to develop. Let it help you to make the first move in the referral game. When you initiate referrals, you are likely to receive them in return.
What You Want
Before going off in search of referrals, think about what you’d like to achieve when meeting prospects. Determine which job title is likely to be the hiring decision maker and the usual goals or business challenges that drive the need for your services.
Then you will be clear and precise in your referral requests. Additionally, clarity will help associates to think of you as they themselves network. You and your friends and colleagues can then function as a referral network for one another.
When To Ask
If you’ve worked for a client on two or three projects and have developed a comfortable relationship with your contacts, let them know that you are always looking for new business. Might they be willing to recommend someone with whom you can follow up?
You may not receive an immediate answer, but the seed will be planted. Also, there will be no pressure on the client to give a name if they prefer not to do so. If a referral is made, be sure to get approval for using that person’s name and confirm that if asked, that person feels they know you and your work well enough to provide a good recommendation. This approach also works when seeking referrals through social relationships. Always make it easy and comfortable to refer your services.
Timely Follow Up
While your name is still fresh within the mind of your referral source, make the call or send the email and get the ball rolling. Take action on your referral within one month. Do not let the trail get cold and squander the opportunity. Failure to appropriately follow up on a referral is detrimental to your relationships.
Say Thank You
Remember to thank your referral source ASAP and let your source know the outcome. Even if business is not done, it is wise to let your source know that you appreciate both their generosity and their confidence in you. Referrals are vital to the survival of your business. They are a special favor and should not be taken lightly. This simple courtesy will encourage many good referrals that will help you to grow your client list and your business.

Kim Clark is the founder and principal of Polished Professionals Boston, a business development consulting practice that provides meeting facilitation services to clients in the for-profit and nonprofit sectors. Kim also provides strategic marketing and branding services, training in the sales process, coaching in the fundamentals of effective networking and teaches business plan development and writing. Learn more about Kim at www.soundimage.com/polishedprofessionalsboston and at
www.linkedin.com/pub/4/547/957.