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Developing Clients into
Advocates:
Part 2
by Michael E. Brizz, CMC
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In Part One of Developing Clients into Advocates, two building
blocks were highlighted. The first was to identify potential advocates from your
clients - centers of influence who have extensive networks of contacts that fit your
target profile. The second was to become an indispensable resource by helping them
in personally meaningful ways. With this foundation in place, here are five steps
to developing your clients into advocates, and three tips for making it pay off more
profitable.
1) First, establish an effective frame of reference for
their becoming an advocate.
It's NOT just about you and growing your business. It's more effective to position
this initiative as a way for your advocates to help people and companies they know.
Executives are much more willing to continuously support an effort they see as a
win/win/win than one they perceive is a win just for you alone. A simple way to do
this is to get feedback from your clients on your service and what they are finding
helpful.
2) Next, secure confirmation that you can help others.
Ask: can others find this helpful? Then you complete the frame of reference by giving
them an opportunity to help someone they know. Note how much more appealing this
is to clients than responding to the traditional approach of Here is another way
I get paid.
3) Provide guidance to your clients on the type of people
and companies you can help and how you help them.
Describe the certain people/types of companies who you can help. Provide
the criteria of your target company, the problems and situations you address, and
how you can help them. The more they know about how you can help, the more people/companies
they can see as potential beneficiaries.
4) Make it easy for your clients by identifying in advance
people and companies they are likely to know.
Ask for guidance on how to learn more about these companies and how best to approach
them. Once you have cultivated the relationship, you can secure their insight on
your marketing strategy, test your promotion materials, and request feedback on potential
articles and seminars. They can introduce you to editors of industry publications
so your articles get published and to programming chairs who can arrange for your
seminar.
Tips for making this payoff more profitably:
1) Keep them informed: Keep regular contact and let them
know when you expand your services or are able to help new types of firms or solve
additional problems. Let them know what happened to the initiatives and the people
you jointly discussed.
2) Reward their effort: Express your appreciation with
an appropriate and personal gift. Reciprocate where you can. Look for ways you can
provide ideas and resources that respond to their personal and business challenges.
Remember, this is a process, not a one-time event. You must continuously
cultivate the relationships. When you become an indispensable resource for key clients,
they will become one for you. The keys are first to select the right people those
who are well positioned to introduce you and are willing to do so. Second, invest
in developing strong bonds through becoming an indispensable resource for them. Third,
make sure they understand the value you provide and then ask for their guidance.
With these steps, you can develop a core of advocates who will propel you forward
in penetrating the most profitable markets.
Michael Brizz, CMC is President
of the Center for Professional Achievement, Inc. . and developer of The
Referral Mastery System. Since 1988, the Center has been helping financial
advisors elevate their business to operate "by referral only". He can be
reached at 800-865-2867 or www.referralmastery.com.
You may submit questions to Michael at mike@referralmastery.com.
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