How to Build Your Coaching Practice with Referrals

While experienced coaches use referrals as a key part of their marketing, inexperienced coaches often do not ask for referrals.  This may be because they're afraid of a "no", because they do not realise the value of referrals, or perhaps they may not know how to go about it.

While this article can't help you with being afraid of a "no", it can set out the value of referrals, and guide you through the process of how you ask for one.

But let's start with the "why".

Why do experienced coaches ask for referrals?

Because with a personal recommendation from your client:

• The contact with your new client is much more likely to result in business.
• That business is likely to be for a higher value.
• The lead-time to a decision is likely to be shorter.
• Having given a referral your referring client is likely to be more loyal (due to Cialdini's Social Proof). 
• Because you're introduced via a trusted friend, there is inherently and immediately more trust in the relationship.

But how do you do it? The key is to systematise it - make it so it happens automatically.

1. Book a Review Meeting

One way is to book a slot with your coaching client (or sponsor, if it's in an organisational context) after you've delivered a piece of work. Pitch it as a client feedback session or review meeting.

In the meeting, ask for what went well, and what needs more attention.

Naturally, the "what needs more attention" is a cue for selling them more business. Work to understand what the issues are, the scope of them, and what can be done to put them right. Agree the actions you will take.

For what went well - note it down, send it back in an email, and ask if you can use this as a testimonial.

2. Ask for Referrals!

Your client (or sponsor) must know other clients in the same business. So, while you're face to face, ask if there are three others in his/her position in other companies in the same industry who might benefit from your services. Write down their titles and names.

Ask if you could contact them, but would your client mind dropping them a quick email first (or a quick call) explaining that you will be calling them, as your sponsor thinks they might benefit?

And ask for three referrals, not one, and you'll more than likely get three.

Of course, this can work within organisations, too. And that's even easier.

Conclusion

Get into the habit of following up. You're likely to pick up more business from your existing client and you'll gain more referrals. Even if neither avenue is open right now, they'll remember you took the time to make sure your work was right. So next time you approach them, it's more likely you'll get a referral.

And remember to thank your client following their referrals – they have made a significant gesture for you, and this must not go unrecognised.

Summary

• Successful coaches build their practice with referrals. 
• Getting referrals is straightforward and natural
• Ask for a referral when you're next undertaking a periodic review with your client.