Smart Businesses turn Customers into Advocates
of “The Okanagan Saturday”
In business, common sense isn’t always common practice. “It’s easy to take a good client for granted and ignore them as you clamour around trying to attract new clients,” said Duncan MacPherson of Kelowna-based Pareto Systems.
“Actually, the best way to get new clients is to treat your existing clients so well that they recommend you to others.” The key here is to have such good relationships with your clients that they refer you without asking. “Asking existing clients — or anyone for that matter — for referrals, sounds needy and the last thing you want to appear is needy,” said MacPherson.
MacPherson outlined his quality referral plan at a Kelowna Chamber of Commerce breakfast workshop this week. The approach is also explained in the book he wrote with business partner, David Miller, called Breakthrough Business Development: A 90-day plan to build your client base and take your business to the next level ($29.99, Wiley Publishers).
To get to the point of having clients recommend you unsolicited to others, MacPherson said the client has gone beyond simply being a customer or client to being an advocate.
STEVE MACNAULL/The Okanagan Saturday
Happy clients are your best source of business referrals, Duncan MacPherson of Pareto Systems told a Kelowna chamber of Commerce breakfast workshop this week.
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“An advocate is someone who is impressed by your consistently excellent service and the trusting relationship you’ve built,” said MacPherson. “They become fiercely loyal and make those referrals.” MacPherson also calls such clients ideal, or Triple As, for their action, attitude and advocacy.
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Even non-clients can be advocates. “Referrals can come from anyone that you have contact with that is impressed by your integrity,” said MacPherson. He used an example of financial advisers because they are currently experiencing tough times and he’s worked with a lot of them doing coaching and business development. “There’s certainly been turmoil in finance,” said MacPherson. “But if a financial adviser can be a voice of reason, and proactively contacts clients to let them know what is going on, then the relationship is strengthened.” |
He suggests contact with clients in such a case be every 90 days or so. “Frequency of communication is a delicate balance,” he said. “You don’t want to bug people or go overboard, just be consistent. By doing so, these are the financial advisers that get the most referrals without even asking for them.” The chapter on turning clients into advocates is available for free on MacPherson’s website, breakthroughbusinessdevelopment.com. |