Few tools pack the marketing punch of a strong referral.
So why do service professionals struggle with asking for referrals? One reason is that traditional thinking about referrals has us pleading with clients for a list of people we can "help.
" There is a better way.
If your client doesn't understand why someone might need your service, it's difficult to make a confident referral.
Another flaw is that it's easy to get branded as self-interested if you ask, "Can you help me meet others that can benefit from my services?" Engaging a client in your marketing process can be off limits.
The best referral is a qualified one that you don't have to ask for.
Rather than pleading with clients to dredge up a list of names for you, consider a strategy to generate unsolicited referrals.
Before a client will offer an unsolicited referral, two important milestones must be reached.

1. Consistently deliver on the promise of your services, plus a bit more.
   Look for opportunities to broaden your value beyond what you're working on - by providing insights, relevant articles and books, or by serving as a sounding board.
   Stay focused on the client's needs.
   
2. Stellar work and a trusting relationship aren't enough.
   Your client must also know enough about your business to make a productive referral.
   Without that knowledge, referrals will be hit or miss.
   

It's natural to share examples of other client work you've done as you work on a project.
Be systematic - use case studies, articles, and war stories to communicate the full spectrum of your capabilities.
This subtle process of education will take the guesswork out of referrals.
What if your client approaches you and says, "Is there some way I can help you?" Never let such an opportunity pass, not even for a minute.
Don't squander goodwill by saying you'll get back to him.
Graciously accept his gift by immediately providing concrete, quality information on how he can help.
Even though an unsolicited referral is preferred, there's a time and place for asking directly for referrals.
However, you must target your request.
Ask for an introduction to a specific person you believe would be immediately helpful to you.
Be candid about why you want an introduction, and discuss how you will follow up.
By clarifying your intentions, the client will have ample information to give you a ringing endorsement.
People like to know they've made a positive contribution, so be sure and give them the acknowledgment they crave.
In our work, we sometimes have person A lead us to B who leads us to C who leads us to the destination, D.
We then go back and let each person know that his referral led us to success.
To harness the power of referrals, strive for quality, not quantity.
You'll spend less time, money and effort when you chase a short list of qualified opportunities, instead of a long list of maybes.