By Bill Cates, CSP, CPAE
Author of Radical Relevance, The Language of Referrals, and The Hidden Heist
President of Referral Coach International
Exponential (Adjective): rising or expanding at a steady, rapid rate.
The Race to Digitize
There is no question that the digitization of client acquisition is playing an increasing role in how professionals find new clients. The research that I’ve seen points to the fact that while online / social media activity can play a role in helping clients find and determine the right advisor for them, word of mouth, recommendations, referrals, and introductions still play a critical role for most clients.
May I suggest that at a time when many professionals are racing to digitize their client acquisition efforts – with mixed results – one could make the case that the best approach is to humanize your efforts to acquire more ideal clients.
Let’s take LinkedIn, for example. While there are a few exceptions, the people making the most money with LinkedIn are the folks trying to sell you their system for making money with LinkedIn.
The bottom line is this… study after study after study consistently finds that the majority of clients that successful professionals want to attract, prefer to meet them through a recommendation from someone they already trust - who has a relevant and compelling way to communicate his/her value and has built a solid reputation for themselves.
Doesn’t it make sense for you to grow your business – meet your ideal clients – in the way that they want to meet you?
The 3 Rs of Relationship Marketing
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