Grow your business by connecting with raving fans (net promoters).
Customer feedback is invaluable on several fronts. Furthermore, firms are beginning to seek feedback simply to identify dissatisfied clients and correct problems before the client ends a relationship. As the leader of a successful professional services firm, you hopefully receive a lot of positive customer feedback and are identifying your net promoters. So, how are you leveraging this positive feedback to generate more revenue through referrals and cross selling opportunities?
If you’re already meeting and exceeding client expectations, then you likely have more promoters than detractors. That's a great situation and one you can leverage. Net promoters are a tremendous asset to grow a business. Word-of-mouth and referral marketing continue to be the most effective and least expensive. If you have a client that’s providing positive feedback, DO NOT let those kind words go to waste!
79.2% of clients are poised and ready to refer but don’t know how to do so.
Let your client know you appreciate the positive feedback. Talk to your client about what worked well and why that’s important to them. Also, learn how you created value and determine how you can continue to do so. Activating net promoters includes three steps: research, relate, and react:
1. Research
Research is the work you do to prepare for the conversation with the promoter. Start by reviewing all the feedback you’ve received from the client over the past 12 to 24 months. Also, talk to team members who have interacted with clients to get insights on their relationship and how success has been achieved. Have a list of three to five prospects your promoter may be able to introduce you to. Then find these prospects on LinkedIn to see if your promoter is connected to people or companies you are targeting.
2. Relate
Being able to connect with the promoter in person is preferred. You can get a nuance of tone and connection because you’re sitting across from someone that you're unable to get on the phone. After exchanging pleasantries, review the projects the promoter completed with your firm and recap where they were successful. Additionally, understand what your firm did that was different and/or better in your promoter’s eyes.
When you affirm success with your client, follow up by asking if there are other people within their organization that might benefit from your services. After probing for additional work and connections within your client’s company, ask about other companies that will benefit from the work you do for the promoter.
3. React
Provide a written meeting report to the promoter confirming how you plan to continue to earn their trust and business. Also, include the names, title, and company of any contacts the promoter committed to making an introduction. Follow up all referrals with an invitation to connect and to meet for coffee, lunch, or dinner. Remember, don’t try to sell in these meetings. Simply get to know the referral and learn bout their business. Subtly share the work you’ve done with the promoter and understand the referrals needs. Lastly, kept the promoter in the loop. Share the challenges you hear about, and breainstorm solutions for the new prospect with the promoter.
When you close business with a referral, focus on over-delivering. When you do, the new client and the promoter are both pleased with the outcome. By providing a great experience, you chances of obtaining additional referrals from both clients increases. This practice expands your business rapidly in the most efficient and effective way.
