Changing the Referral Game – Leveraging Your Best Clients to Find New Ones

You’ve done the hard part! You found a potential client, you earned their trust and their business, and you have or are delivering a spectacular project. You’ve asked for feedback, and the client has said emphatically: “Yes, I am very likely to recommend you to a friend or colleague!”

That’s great! Feel good – these relationships are hard to nurture and develop. Congratulations.

But, just because a client said he is likely to recommend you, does he know to whom or how to do so (especially if you provide a rather niche service)?

Your job is to make it easy for your promoter client to activate on his sentiment. Done right, not only will you get the referral you so eagerly want, but you’ll help your client feel great about the interaction, and even further deepen the relationship.

Learning Objectives

  • Learn how to identify “promoter” clients
  • Discover a repeatable process to negotiate access to referrals
  • Identify the three key phases of securing a referral
  • Engage your client in the success of the referral

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SMPS webinars are sponsored by Cosential


Ryan Suydam

SMPS Presenter

Ryan Suydam co-founded Client Savvy in 2004, to help firms create fierce client loyalty. He has coached over 300 organizations and over 10,000 professionals on the skills required to be “client savvy.” His clients are twice as likely to be recommended by their clients, three times as likely to realize above-average financial returns, and consistently attract and retain better employees.

He speaks at events across the nation, including national conferences such as the Lean Construction Congress, American Council of Engineering Companies, American Society of Quality, and the Society for Marketers of Professional Services.

In 2015, Ryan founded the Client Experience in Professional Services (CXps) group, hosting an annual conference bringing together professionals to share ideas and strategies that advance their firms’ ability to deliver differentiated client experiences, every time.

SMPS webinars are approved for 1.5 continuing education units for the Certified Professional Services Marketer (CPSM) program and 1.5 learning units from the American Institute of Architects. Recordings of SMPS webinars are approved for 1.5 CPSM CEUs.

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