How to Inspire People to
Ask for Referrals

Source: CPA Practice Management Forum

This article is based on interviews with Michael Platt, a consultant in Indianapolis, Gale Crosley, Crosley + Company in Atlanta, and Art Kuesel, director of marketing, Brown, Smith, Wallace in St. Louis.

It is ironic that most accountants think they have asked clients for referrals and most clients think they have not been asked. In Brown Smith's 2005 survey, 90 percent of the clients said they would be willing to give referrals. Here are some ideas on how to improve the process:

• Recognize that obtaining referrals from clients is easier than almost any other marketing initiative for new clients.
• Ask for referrals after the completion of an engagement or project where the client has clearly enjoyed significant value. Make sure you articulate what that value is.
• Ask your favorite clients.
• Prepare the client—tell them you would like to talk to them about referrals.
• Ask for specific types of clients or projects. Don't expect clients to be responsive to a request for "any company who might use our services."
• Ask for an introduction to the prospect rather than just the name of someone you can call.
• Frequent communication with clients will keep you visible to them. Referrals are made when you are on their minds.
• Ask clients for testimonials you can use in your communication pieces.
• Offer incentives for referrals, but be sure the incentive is something the client values.

Some clients may fear your attention to them will diminish if they refer business to you. Assure them that additional clients in a particular niche only improve your ability to serve all of them.

From CPA Practice Management Forum, CCH Incorporated, 800-449-8114, April, 2006, p. 12.