How To Quickly Get New Clients

(By Gil Gerretsen) I was asked a thought-provoking marketing question recently. If you suddenly needed to add a bunch of new customers in 45-60 days, what would you do first?

Most people would probably think social media marketing, buying online ads, cold calling, blogging, podcasting, and even direct mail.

Certainly these are good things to consider, but I'd focus on something else. I'd power up my strategic referral machine. Referrals have been the best business development tool for centuries and that will continue into the future. Yet, it today's world, it is often treated too casually or even overlooked.

Here's how it works. Build a relationship with businesses who offer related or complementary services (which you don't provide) to your desired customers. Focus on those with strong influence, large customer lists, and ideally active marketing campaigns.

Ask them to recommend you and reward them generously for successful referrals.

So, are you now wondering what you should say to them?

Simply explain that since you serve similar clients, you'd like to better understand their business, and help them understand yours, with the potential of collaborating with them for potential referrals. Chat about industry trends, good customer fits, and even bad fits.

Look for ways to build trust. They don't want to risk sending a favorite customer to someone who is not going to get the promised results. Show them clients testimonials and perhaps even let them talk to those people. Or, share some specific success stories as a type of proof or case study.

BUT at some point in the conversation, you MUST say something like this ...

"What would it take to earn your trust and properly serve your referrals?"

Understand that they may not have an immediate answer. That's okay. You have planted a seed.

Now, assure them that there is no pressure. You recognize that they would be putting their own reputation at risk if things don't go well.

So, just ask if you can stay in touch to help them become more confident in your abilities and solutions.

Your goal is to start getting referrals at some point, but it doesn't have to be right now.

Then, explain that when they are ready, you will pay them a referral fee as a token of appreciation.

Even if they say it isn't necessary or suggest a mutual referral arrangement, insist on compensating them (unless they are disallowed from accepting it). Why? It's because you want to provide tangible evidence of your gratitude. In addition, it's impossible to perfectly balance referrals in both directions.

Here's the other common question on this process.

Should you give them a share of revenue every month or a one-time fee?

I recommend a one-time fee for one-time offerings and a recurring percentage for recurring offerings, perhaps with a time cap such as six months or one year. But in some cases, a lifetime stream can be a powerful incentive too. This referral didn't cost you anything, so treat it as a marketing expense.

➡️ Like this? Share it on your social media.

Want to be a better rainmaker?
➡️ Collect Gil’s books via GilWrites.com
➡️ Get your Rainmaker Snacks by email at GilTalks.com
➡️ Watch the free Rainmaker Workshop at GilSpeaks.com