Marketing to Referral Sources
The best business in the world is referred business. It comes in the door pre-sold, it comes in with "third-party credibility", it has a very low acquisition cost, and psychologically, it's so much more fun to be sought out than to have to pitch yourself.
Each referral source is incredibly valuable, and can send you, not one client, but many clients, and not just this year, but every year. Building a strong referral network can take enormous pressure off your marketing.
The problem is that most professionals build their referral network by happenstance: "I happened to meet this guy down at the courthouse, we happened to have a drink together, now he sends me a client every now and then."
That's not the way to go about it. The right way is systematically and continuously.
There are four steps: 1. Define the target universe. 2. Identify the members of the target universe. 3. Initiate the relationship. 4. Drip.
To find out more, call Smart Marketing and arrange a private teleconference with Mark Merenda.
