Not having a referral system in place

Referrals are a staple in generating new business for designers. At least they should be. Referrals are usually pre-sold. People trust what they hear from friends and associates. But, allowing referrals to “happen” to you isn’t effective. You can do better.

Having a referral system in place will help to insure that you maximize on potential opportunities and are always at the top of your clients’ and associates’ minds. The latter group is often overlooked and just as important, if not more so, than your clients. More on that in a minute. Let’s talk clients first.

The best time to approach a client for a referral is at the end of a [successful] project. Your client’s a happy camper. So, simply make it a point to always ask if they have business associates who could also benefit from your services. Don’t forget to ask if you can use their name when you contact the prospect.

As for your business associates, suppliers and vendors, consider getting together for mutual referring. I tend to get a lot of work this way. Designers work with complementary, but not competitive businesses such as photographers, writers, illustrators, printers, programmers, etc. When you’re mapping out a gig, ask your client if they have a photographer. If not refer your associate. The photographer, let say, is shooting new products for a catalog. He or she asks their client who the designer is. They say, “Well, we haven’t selected one yet.” Although this is a bit of a backward approach on the client’s part, it’s a prime opportunity for the shooter to refer you. Everybody wins … including the client. You and the photographer (or writer, etc.) know each other and have probably worked together in the past. That can be a shot in the arm toward a successful project.

Until the next
Marketing Minute
all the best,
nt