Boost business referrals: CPAs understand the benefits of having clients refer friends, family and colleagues, but some haven't built a program for actively seeking referrals into their everyday operations.[] Develop a system. Standard practice should include asking for and following up on referrals. Have a letter on hand to drop in the mail to thank a client for a referral or to send to someone who has been referred. With such procedures in place, you'll you'll Contraction of you will. you'll you will or you shall you'll will always have a response ready. [] Find a niche and build on it. Answer the question, "What kind of specialist am I?" After reviewing where your strength lies, promote that expertise by * Becoming active and visible in business associations. * Writing articles on the specialty for the best professional publications. * Giving seminars and "lunch and learn" workshops on topics related to your specialty. (Be innovative.) * Letting local media know you're you're Contraction of you are. you're you are you're be available to be quoted. * Using testimonials and success stories to share what's unique about your firm; include the information in press releases, newsletters and talks. [] Keep in touch. Use your database. Contact clients on a regular basis and keep them in the loop. Help clients solve a problem before it gets out of hand. Encourage them to tell you if they're they're Contraction of they are. they're be not satisfied with your services. Start a "keeping in touch" program, which could mean sending a monthly newsletter or setting aside an afternoon to phone clients or drop them a note. [] Become a "list lord." Gain access to lists for a particular association, industry, company or club to open the door to referrals. For example, if you're talking to Noun 1. talking to - a lengthy rebuke; "a good lecture was my father's idea of discipline"; "the teacher gave him a talking to" lecture, speech rebuke, reprehension, reprimand, reproof, reproval - an act or expression of criticism and censure; "he had to someone who's who's 1. Contraction of who is. 2. Contraction of who has. who's who is or who has who's short for who is, who has. a member of a club, pull out a brochure A brochure or pamphlet is a leaflet advertisement. Brochures may advertise locations, events, hotels, products, services, etc. They are usually succinct in language and eye-catching in design. and say, "I was wondering if you know anyone in the club who might be interested in the services I offer?" In general, people want to show they have influence in the groups they belong to. [] Make your office an "RR crossing." Put a big sign in your office that says "RR" ("Remember referrals") to remind colleagues and staff people to do just that. If clients ask, explain that referrals are the heart of your business and you would appreciate their help. Use an agenda for each client meeting so you won't won't Contraction of will not. won't will not won't will forget this critical task. [] Establish a referral-rewards "club" to persuade clients to do even more. Acknowledge clients who have brought you other business: Invite them to a referral appreciation dinner; partner with a local business, such as a florist, so that a club member gets 10% off any purchase; send members a special mailing or newsletter. Be sure the activity enhances your firm's image and promotes ongoing dialogue with your client. [] Say thank you. Acknowledge helpful clients in simple little ways. Write a letter or find other thoughtful ways to say thank you: Offer to sponsor a child's Little League team or give * A donation to the client's favorite charity. * A book on a subject the client is interested in. * Tickets to a sporting event, the theater or the movies. * Flowers or a gift basket A gift basket, or fruit basket is typically a gift that is delivered to the recipient at their home or workplace. There are different varieties of gift baskets, some which have fruit only, some with dry/canned goods only (such as tea, crackers and jam) although the standard . * A coupon A certificate evidencing the obligation to pay an installment of interest or a dividend that must be cut and presented to its issuer for payment when it is due. Coupons are usually attached to a document, such as a promissory note, bond, share of stock, or a bearer for a free car wash. [] Just do it--and do it every day. Make asking for referrals part of your business dialogue. Ask clients, "What have you liked about the work we've we've Contraction of we have. we've have done?" and then say, "If there is anyone else who may need these services, please send them my way." If you simply can't bring yourself to say these words--many CPAs are more comfortable asking for referrals in writing than in person--send a referral-request package to all your clients. It should include a cover letter, a form on which they can list the names of friends and business associates and a stamped reply envelope. Source: Adapted from A Playbook for Winning All the Business You Want, by Maribeth Kuzmeski, president, Red Zone Marketing (scheduled for summer 2002), www.redzonemarketing.com. |
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