Discussing Growth Aspirations With Your Current Clients – Smart or Stupid?
If you’ve been following this blog for a while, you know my position on the importance of cultivating referrals – particularly for smaller businesses.
This is a realm of marketing that is commonly overlooked… typically botched… and is often arguably the highest return marketing activity a company can invest in. Literally… Infinite Return Marketing when executed properly and consistently.
Yesterday I had breakfast with the owner of a small service business. As is typically the case, he is not only the owner and manager of the business, but the chief client relationship manager and evangelist for the firm.
The topic of referrals came up, and I was struck by a confession he made. So much so that I wanted to quickly offer up this brief post for anyone else who may also be hindered by his fear.
As you may recall from previous posts, I’m a strong believer in enlisting clients as ambassadors for a business… teaching them how to refer others… extinguishing their anxiety over making referrals… rewarding their referring efforts… AND enlisting them in your growth plans.
Until yesterday, no one had ever pointedly confessed to me their fears of discussing growth aspirations with current clients.
His fear was essentially this. “If I share with my clients my aspirations to grow, they will assume that (if I’m successful) my attention will be diluted, and the personal service they now enjoy will erode in the future.”
If your client has enjoyed good service from you to date, this is a baseless fear. If you struggle with this self-consciousness over your growth plans in the company of current clients – stop.
If you’re really worried, include in your description of your growth plans a dedicated effort to maintain or enhance quality as you grow.
But absolutely do not be afraid to enlist your clients in your future growth. Petty jealousy aside, people are generally attracted to others who are growth minded and want to help their cause.
Then they want to be thanked for their help and kept abreast of how their contribution has impacted the business. Try it.
Generating Referrals, marketing revisited, referrals, Tom Blue
