Meet Judy. During the past 18 months, she’s gone from being a wealth advisor, to a marketing consultant, to a life coach. When asked about the kind of clients she is looking to attract, Judy’s responses are a rambling of generic statements, industry buzzwords and ethereal reflections. Judy’s ambiguous declarations and scattered delivery would make it challenging for anyone to refer her business.
At a recent networking event, I was surprised to hear two other professional, who I held in high regard, recommend Judy’s services. One praised her for providing him with clarity on a personal issue and another for navigating him through a complex business dilemma.
At first, I wondered whether or not we were all referring to the same Judy? Then I started to question my impressions of those singing her praises. Were my eyes and ears playing tricks on me? How could three professionals have such disparate opinions of the same individual? After the meeting, and unsolicited, another professional attending the event remarked to me how unexpected he also found the feedback on Judy.
Because my impressions of her weren’t positive, I never sought Judy’s services. Either she provides value but needs to work on her pitch, or those who have recommended Judy have officially tainted their own personal brands by endorsing her.
Whether a business contact solicits the name of a CPA to handle their taxes, or a friend asks you to suggest a criminal attorney who can make their kid’s DUI disappear, who and how you make a recommendation will directly reflect on your personal brand.
If the referral turns out positive, our personal brand is enhanced as we have positioned ourselves as well connected and resourceful. If the referral flounders, others may question our judgment. The same applies to social media sites, like LinkedIn, that allow you to post recommendations—endorsement–to a contact’s profile.
When making a recommendation, consider the following:
Relevance. Avoid the practice of referring just for the sake of giving referrals.
Consider the client. For any given need, you probably know several professionals who are adequately qualified to fulfill it. In addition to one’s skill set, consider other qualities like personality, responsiveness, and cost effectiveness.
Provide at least two, preferably three options. This practice demonstrates you are well connected; it also mitigates any perception of responsibility for the client’s choice.
Initiate an introduction. Whether over email or in person, introduce the two parties to each other by suggesting the reason(s) for the match.
Refer your clients or best referral sources when possible. Assuming it’s a proper match, referring those who impact your business will demonstrate your appreciation and further develop the relationship.
When in doubt, don’t refer. No referral is better than one that may jeopardize your reputation. Politely decline by stating that you don’t have anyone in your network whom you believe could handle their unique situation.
Remember, when you pass on someone’s name, ensure they are as proficient at what they do as you are at what you do.
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Great article. I find the information that you provided here very useful and insightful. I agree with all your considerations and I will keep them in mind when speaking to business associates. It’s not how many people you know, it’s how many people you know that our quality contacts. This may be a scary thought for some to find out their network has been narrowed down but the quality of the contacts will only improve peoples impression of you and solidify a branding of yourself as an expert. Check out http://youshouldbemarketing.blogspot.com/2012/03/top-10-reasons-to-use-social-media_15.html#more
Jonathan, this is an important post. I only have one quarrel. When I make a referral I recommend one person only unless I am requested to give more than one name. I tell my client who the referred is and why I am recommending her. I also let them know I have other resources in that same space, so if they are not happy with the initial meeting they can come back to me, tell me why and I can refer them to my next in line.
Great point: I’ve gotten referrals from friends before, which have SEVERELY damaged that friend’s credibility as a source for further referrals, and possibly judgment too!
You have touched on one of the biggest issues that ProVisor members face. A good referral enhances your reputation. A referral to a service provider who fails to deliver will only reflect poorly on you. I second your notion: when in doubt, don’t refer.
Make a mental note when you’ve heard from people you trust that a particular provider was slow in responding, or gave a generic solution, or was too busy to provide excellent services. Typically, these are not isolated incidents and will come up again and again.
And follow-up with both parties. If the relationship goes sour, find out why. It will not only keep you from making the same mistake again, but you may be able to resurrect your relationship with your client because of your proactive approach.