Introductions

Early on in the business, mentors taught us to offer our services to clients in such a way they naturally introduce us to others. Makes sense, doesn’t it?  The reality, however, is not quite that simple or obvious.

Client introductions – which I prefer over the word referrals – are pure gold. No advertisement, well-crafted brochure, or elevator speech comes even close to clients sharing their positive experiences of working with us. The challenge shows up in seeding client conversation with the value of introductions without sounding needy, sales-y, or disingenuous.  

Let me say first there is no perfect setting to put the introduction topic on the table. In my experience, however, the absolute best moment, in any setting, is when a client brings the topic up rather than us. I remember well a couple who had just rolled over the husband’s significant 401(k) holding and other assets. We were finishing our work implementing an investment plan we had proposed in light of our planning work when he said, “We have some close friends we would like you and your team to meet. Do you have some cards I can take with me?” 

At that time, sitting on my desk was a large “Google” coffee mug holding my business cards in five-card clipped packets. “Why don’t you take these and one of our brochures?”  “That will be perfect!” he said. After a few more minutes, cards and a brochure in hand, this couple walked out of my office.

But what happened before he asked the question that day was, in my judgment, critical.  After we had completed our work that morning, I posed this question: “Frank and Marjorie, how do you feel about the work we have done with you to this point?” Frank spoke up for both of them and said, “We couldn’t’ be more pleased. We needed the work you have done and most importantly for us, neither you nor your team ever pushed us to do anything. We have felt comfortable with the process from day one.”

There is a difference between asking a client for introductions – which causes most of us to cringe to the point of freezing – and asking a client if the work we are doing for them is what they need, expected, understand, appreciate, and embrace. The focus is not on our asking for introductions but on the client’s satisfaction with and understanding of what we do and how we do it.  The focus is on them—their feelings, their comfort, their need – not us.

When we ask the “Are you satisfied?” question, we may give them permission either to endorse our work or show us ways we can do our work better. Both responses are a huge win for us. When that happens, they connect the dots and ask us for a few cards Clients’ satisfaction, feelings, and endorsement of our work is the only energy that makes the introduction possible. Find that energy in your practice and notice how many more introductions come your way.