Referrals: Ask and you shall receive

Referrals hold tremendous potential. Don't passively wait for them to come your way; take charge and proactively ask for referrals from every client you've ever known. A recent survey revealed an eye-opening fact: when companies were asked why they chose their existing marketing agency, the second most common response was "The agency was recommended to us."

Pause for a moment and consider the implications of this in relation to your perception of what makes clients hire you.

It's not solely about your website, your followers on LinkedIn or your flashy socials. People tend to gravitate towards "safe bets,". If Barry at Company X has already worked with you and had a positive experience, make it a point to extract every possible referral from him.

When it comes to cold channel new business, we often talk about the 20% rule, recognising that approximately 80% of business is typically retained by incumbent agencies or referred companies. So, why willingly position yourself on the outskirts of this equation?

Being introduced to a potential new client eliminates the "cold" label attached to your name. Instead, you become the team that the client "doesn't know personally but comes highly recommended." This shift in perception can have an enormous impact on how you are regarded and massively increase your chances of securing new business.

Don’t avoid something you think is awkward; it's worth stepping out of your comfort zone and asking current or former clients for referrals. If you can’t remember the last time you asked for a referral, you're not actively hitting this valuable route often enough.

Take action today and prioritise the acquisition of referrals. Unlock the potential that lies within these recommendations and watch your business thrive.