Do your clients like you? Likeability is one of the most important factors driving referrals, says Matt Anderson, founder of the Referral Authority in Chicago.
Before referring a professional such as a financial advisor, clients will typically first consider how competent the advisor is and, second, how much they like him or her personally.
Follow these tips to make yourself more likeable — and therefore more referrable — to clients:
> Be choosy
As part of a referral strategy it’s best to be selective about the clients you try to get know on a more personal level. While you never want to be rude to anyone, Anderson says, some clients will warrant more attention than others.
“You don’t have to spend all this time with everybody, or give gifts to everybody,” Anderson says. Instead, identify the key people who can best help you to grow your business.
Consider clients who match your target market or with whom you already have a good rapport. Spend more time cultivating a deeper, more personal relationship with these clients.
> Check your office environment
Create a hospitable office atmosphere to make clients feel comfortable.
Small details such as having quality coffee and fresh baked goods on offer and current magazines on the table, says Anderson, all help make your office feel more inviting to clients and make them feel more comfortable with you.
> Focus on the client
To get to know your clients better, let them do the talking in meetings.
Ask questions that prompt your clients to talk about what interests them most, Anderson says. As well, spend more time listening to your clients and take an interest in what they have to say.
> Keep track of details
Paying attention to the specifics of your clients’ lives helps build a stronger bond with them.
Remembering items like the names of children and pets, and the dates of anniversaries and birthdays shows your clients that you have taken a genuine interest in them, Anderson says. They will in turn take a genuine interest in you.
> Meet casually
Try getting together with clients outside of the office in a casual setting so you can get to know each other better. This strategy can apply to both one-on-one meetings and group outings.
Anderson works with one advisor who holds an event every month for clients. The events include dinner at swanky restaurants, educational workshops and test driving high-end cars.