Kristy L. Gusick: Referral relationships are essential for our clients as professional, because over 80% to 90% of our clients’ new business will come in from referrals. So, our clients absolutely need to know where their referrals come from and maximize those and build those relationships.
We encourage our clients first to really assess where their new business is coming from. Really look at their referral sources. Sometimes our clients will tell us, I don’t even have any referral sources. It’s just my clients that send me new business. Well, if that’s the case, you’re really missing out on excellent sources of new business development.
We like to sit down with our clients and really look at potential other professionals that can be excellent referral sources. For example, we have found that our financial advisors may often overlook bankers. Bankers can give both attorneys and financial advisors, as well as our CPA clients, excellent referral sources, but not all bankers can do that. So, you really need to look at who your people are in your network and whether or not they’re a good fit.
We aren’t going to tell you to go out and network at Vikings games if that’s not your style. It’s really one to one over coffee. Really talking with that other professional to find out who their ideal clients are. Compare it with who your clients are and what their needs are. To really dive in and see who is going to be the best fit to help send you ideal clients and who you’re a good fit to help other professionals. It’s not just a one way avenue here. You have to make sure that you’re giving as well as taking. That’s something that has to be developed. You have to develop confidence and getting in those meetings and really being a resource for those other professionals so that they see that you’re willing to help their clients as well.
There are lots of different resources on this page. We definitely work with our clients, even if it’s an outsource firm relationship where we’re serving as the outsource marketing service for a firm. We still will help either practice areas. Whether at a CPA firm, it’s an audit group that needs help with their business development efforts, or it’s just individual attorneys at our law firms. We will work with you at whatever level you’re at, whatever stage you’re at, to help you develop better referral sources.
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