But what impresses me even more about Jeff is that, when the business doesn’t go his way, he continues to keep working for the referral. He is intentional about keeping in contact with clients and subscribing to their e-newsletters and blogs, regularly adding value by chiming in with comments and ideas. He attends networking events where he’s likely to encounter these prospects, often leading to conversations about their web successes or challenges. He sends clients (as well as prospective clients who turned him down) a holiday card containing a personalized, handwritten note in order to foster relationships into the New Year.
Less effective businesspeople tend to marginalize the value of prospects that say “no” (under the assumption that only paying clients are valuable, worthy of their time and effort, and capable of offering referrals to grow their clientele).
While Jeff’s efforts are occasionally rewarded with web design projects, they’re regularly rewarded with referrals. In fact, the activities listed above constitute most of his annual marketing budget and account for the majority of his firm’s new client acquisition.
His example serves as a great reminder to me that, win or lose, always keep working for the referral.
