You Must A-S-K to G-E-T

***After you read this post, be sure to visit me at my new                                        home here.***

That's right, folks.  You don't get what you don't ask for, but when polled, professionals rank "asking for business" right up there with getting a root canal or delivering a speech, naked, in Macy's window, at Noon time. In fact, most would rather do the latter. (How do I know? I just do.)

Rather than asking for the business, they make assumptions. They assume their friends, family, contacts and strategic partners somehow magically just know what they do, who they do it for, and that they'd gladly take on new business, especially the new business of their friends, family, contacts and strategic partners (and their contacts).

Umm, no. That's not at all how it works.

If you want new business, you've got to ask for it. If you want a referral, you need to make it known you are looking for a referral.

Would you go through P. Terry's Drive-Thru, skip the ordering part, and just show up at the window to pay? Of course not. You say, "I want a Number 1 with cheese, a chocolate shake and curly fries with extra ketchup." Otherwise, you're just a crazy person at the window.

Stop making assumptions and start asking for business. It's simple. You say, "I'm a CPA. I do tax returns for companies with revenues between $100K and $2M, and I would enjoy doing your returns for you."

You could even throw in, "No is an okay answer, but I just had to ask."

Will you get a "NO!"? Maybe. But so what. Find out why getting more "no's" can lead to more "yes'es".

Still not convinced you want to put yourself out there? Let's flip it around. Have you ever hired a friend to do work for you? After, perhaps, they went out on a limb and asked for your business? You were thrilled, right? To have someone you know, like and trust taking care of you, most likely way better than some stranger would have ... 

Were you horrified when they asked for your business? Of course not. You were most likely grateful. 

If you're going to make an assumption, make it a positive one: assume your new client will be grateful to have you in their corner.

That's how your friends and contacts are going to feel, because you're going to take great care of them after they hire you.

Remember: 

Related Articles:

Find Your Limits and Push Past Them {Go for No!}
A Different Way to Ask for Referrals {Paul Castain} 
It Doesn't Hurt to Ask  {Seth Godin}
"A" is for Ask (Or Don't Ask) {Honorée}
How to Get Everything You Really Want {Honorée}
R is for Referrals, Parts 1-8 {Honorée}

Tall Order! is a book that gets to the point. It helps you pinpoint what is going to get you the results you want, starting right now. Jeffrey Gitomer says, "Don't let the size fool you -- this book is compact dynamite! Buy this book!"

Honorée Enterprises, LLC. turns service providers into rainmakers, average producers into rock-stars, and dreams into reality. For more information on how we can specifically help you or your organization, click here. You can read all about Honorée here.

R is for Referrals, Part 8: Repeat

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Step 8 in creating your referral-only business is to repeat. That's right, repeat Steps 1-7 again and again. It's not sexy, sometimes it's not very exciting, yet this process so effective you won't recognize your business six or twelve months from now when you implement them.

Honorée turns service providers into rainmakers, average producers into rock-stars, and dreams into reality. For more information on how she can specifically help you or your organization, click here.

R is for Referrals, Part 6: Stay Connected

Now that you've got your ever-growing and changing list of connections, you absolutely must stay in touch with them on a regular basis. 

Regular means "as often as you need to in order to strengthen, build, and develop the relationship." 

In my mind, that means you'll be reaching out every week, month, quarter or twice a year. Some people will need or want to hear from you pretty often, for others, a couple of times a year will be sufficient. I've heard a "marketing rule of thumb" that states you must be in touch at least seven times before someone knows who you are, and at least quarterly to continue to know who you are.

Methods for managing your contacts and staying connected:

• You can use the Task function in Outlook, making each person a recurring task. Their name will pop up every month (or however often you choose), and you can reach out by phone, email, mail, FTD, or carrier pigeon. The purpose of the call is to connect, even if its only to their voicemail. The fact that you call is enough. You may have the opportunity, however, to invite them to a function (basketball game, lunch, drinks or dinner, a charity event). If they're not able to attend, again, the invitation will be enough. You can tell them what caused you to call, ask their opinion on something, or just ask what they need next most.
• You can use Sugar or SalesForce. My clients actively use both and there are pros and cons to each system.
• You can define your own way of staying in touch, using something you create or what your company has available.

What if you don't?

• When someone needs a business attorney, headhunter, or real estate agent, you won't be top of mind (and your name certainly won't), so they'll find someone else through their other connections, or *gasp* a Google or yellow-page search.
• You'll lose the opportunity for their business, their repeat business, and their referral business.
• Last, but not least, you might just miss out on an amazing person. Tragic, I say.

Don't you think a regular phone call or email is worth it? Truly, the potential gold in any relationship rarely shows up right away. It's after many weeks, months or even years of connecting that your brand reaches deep and broad enough to reach and maintain what we're all truly looking for: a huge business with lots of revenue.

Honorée turns service providers into rainmakers, average producers into rock-stars, and dreams into reality. For more information on how she can specifically help you or your organization, click here.

R is for Referrals, Part 2: WIIFM?

Everybody wants referrals, not everybody is clear on what to do in return for them. On the flip side, the person referring may being doing so out the goodness of their heart, and they're probably also wondering how you'll respond. As in, will you make it worth their while to have gone out of their way for you? Assume your generous referrer is tuned into WII-FM ... what's in it, for me? and reward them accordingly.

I can hear the attorneys and financial services people already: we are limited in our ability to reward good referral behavior. I guess it's time to get creative, now isn't it?

Here are a some ways to reward those who put money in your pocket:

1. Give them a piece of the action. For all but one of my offerings, I give 50% of the first month's fees. I would rather have 50% of a watermelon than 100% of a grape, and big checks just seem to get attention. If you're in a position to give cash, cash is king so it will make an impression and perhaps even incite more referrals. I recommend at least 10% of your profit margin, if you're in a cash position to do so.
2. If you can't give cash, give a gift card at the very top of the limit of what you can do. Even if that's a $25 Starbucks gift card, who wouldn't think that's fantastic? Or give a $100 or $1000 AMEX gift card, because they are good anywhere. It even gives you an excuse an follow-up and see what they bought.
3. Give them referrals, too. Find out their Ideal Client Profile and spend time finding them some ideal clients. I spend at least an hour a week going through my contact list in an effort to make quality introductions.
4. Pay attention. At a breakfast I attended this week, one of the gentlemen said his company participates in "mandatory retirement," which means by the end of 2011, he'll be looking for a new opportunity. Listen to what people say, because sometimes they drop subtle hints you can pick up on and run with that will make all the difference to them (even more, sometimes, than a referral).
5. Send them something that says you're paying attention. Do they collect elephant figurines or Christian Louboutin shoes? Are they learning a new language, traveling to a new city or experiencing a life challenge? A small gift that means you were present with them, along with a note, will make a great impression and is a great way to show appreciation.
6. Promote them when you have the opportunity to do so. Can they give a presentation to your Rotary, monthly association meeting or industry events? Do they write a blog you can forward to your contacts? If you're up on social media, give 'em a tweet or post their latest happenings on your facebook.
7. Take them to lunch with some other people who could use their products or services. Four to six people make an interesting opportunity for deeper relationships, the discovering of opportunities and shows that you're willing to give your most valuable asset (your time) to help.
8. Ask how you can help. Sometimes, what they need isn't new business, it's something else. Everyone needs something right now, and if you deliver that, you're a rock star in their eyes.
9. At the very least, say thank you. In writing. Immediately.

 Take time to decide how you're going to reward the very next referral that comes through the door and then execute that plan. You'll be glad you did!