Networking With a Purpose: 'Connecting' For Your Clients

Cutting edge organisations grow their clients businesses at the same time as their own. It is often referred to as 'revenue enhancement'.

Basically, it means making money for your clients as well as yourself. Let me assure you, this is definitely non-traditional selling. However, it has a powerful impact on your clients, and on their relationships with you!

So, how do you do it, and why would you bother?

The 'why' is very clear: client revenue enhancement will enable you to stand out from all your competitors and create far greater loyalty than any discount or special deal ever will. Today, you don't have to be the cheapest. In fact you can charge more for your services, because you are in fact giving more.

You are giving referrals to your clients at no extra charge, as well as providing your normal exceptional service. The 'how' is also relatively easy, and may just require a little lateral thinking on your part. We all know that the key to business growth is getting customers to buy twice; and in fact turning them into a client, and ultimately into an advocate who will refer sustainable business to you.

Look at your client base, and if you haven't already done so, grade them into A, B and C clients depending on frequency or volume of orders or whatever your criteria may be. We are wanting to clarify where our business is coming from, and what we can do to ensure that we retain those clients who are important to us. We may then choose to work from the top client right through to the seemingly insignificant client/s.

People often make the mistake of dismissing smaller and/or insignificant clients, not realising their true potential. But if they were to gain a greater market share of their business, they could become one of your major business accounts. And, quite often smaller and almost insignificant clients are the ones who may refer quality A's and B's to us.

Next step, one at a time, look at these clients and ask these questions:

How well do you really understand their business? (not yours)

Do you have any idea of the sorts of customers they are looking to do business with?

The clearer you are on this one point, the easier the revenue enhancement becomes. If you're unclear, why not phone your key person and ask the specific question: "Describe to me the perfect customer for you".

You may choose to explain that part of your client retention program this year will be your intention to refer business to this client. Don't be surprised if they are taken aback with your offer. Record their responses and then start asking yourself the questions:

Do I know anyone who fits this description?

Do I know anyone who knows someone else who fits this description?

Maybe you don't know anyone today, however, you now know what you are looking for. Repeat this process for maybe 10 clients at a time. Without doubt, you will find that you already know people who are potential prospects either in your client base or your associates. Now it is a simple case of connecting two people together.

Meetings perhaps? You could plan them for both parties.

You may decide to work on giving referrals to just ten clients per month and another ten the following month.

Actions and reality follow thoughts: What we think about in our lives, is what we create for ourselves. If our intention is to give referrals to our clients, we will find that this happens.

Basically, it's as simple as linking people with similar interests, potential business objectives, and opportunities for creating new business will arise. There is huge potential for creating great fun, much business satisfaction, and financial success for three people, with you as the connector!

The bi-product will be more business and referrals for you and all it took was a little of your time and a little lateral thinking. And, always remember this: what you give out - comes back tenfold!