Warning:During times of economic struggle, it’s easy to become fearful, and neglect existing valued clients in an effort to drum up new clients Duncan MacPherson, in his co-authored book “Breakthrough Business Development” gives some interesting advice on how to make sure your exisiting clients remain appreciated, while you seek out new business.MacPherson suggests you purposefully convert your best clients into referral generating advocates. And he suggests ways you can do this, without appearing needy or pushy. For example… * Position the concept of referrals as a service you are providing-- rather than a favor you are requesting. Don’t say things like “I’m trying to grow my business. Please wave my flag at your friends.” Instead, explain to clients that, as a value added service , you’re now making yourself available to act as a sounding board to favorite clients, friends and family members.* Send letters to valued clients thanking them for their business. You’ll thereby be putting yourself in their top of mind awareness, ensuring your client will be more inclined to mention you to his or her friends.* Turn your clients into knowledgable advocates. If your clients cannot describe you to you, they cannot describe you to a friend. Ensure that your clients know and like what you do for them – by engaging them in a direct conversation, asking them what they know and like about your business.* Be sure to explain to existing clients how your services are especially beneficial during times of economic uncertainty. Outline the short and long-term benefits of your services, to show how you are indispensable and affordable.I agree with MacPherson’s suggestions – and would like to add that I believe it’s very okay to let clients know specifically upfront that for every referral they succeed in your getting, you will offer back a “gratitude discount” on your next service to them, to show your thanks. If they refuse, be sure to send them flowers or a bottle of wine. Remember: Appreciation breeds success. If you're new to my blog, you may want to consider subscribing to my RSS feed: Subscribe to this blog's feed. If you liked this article, please bookmark it on del.icio.us or vote for it on Digg. Digg. I’d appreciate it. :)

Duncan MacPherson, in his co-authored book “Breakthrough Business Development” gives some interesting advice on how to make sure your exisiting clients remain appreciated, while you seek out new business.

MacPherson suggests you purposefully convert your best clients into referral generating advocates. And he suggests ways you can do this, without appearing needy or pushy. For example…

* Position the concept of referrals as a service you are providing-- rather than a favor you are requesting. Don’t say things like “I’m trying to grow my business. Please wave my flag at your friends.” Instead, explain to clients that, as a value added service , you’re now making yourself available to act as a sounding board to favorite clients, friends and family members.

* Send letters to valued clients thanking them for their business. You’ll thereby be putting yourself in their top of mind awareness, ensuring your client will be more inclined to mention you to his or her friends.

* Turn your clients into knowledgable advocates. If your clients cannot describe you to you, they cannot describe you to a friend. Ensure that your clients know and like what you do for them – by engaging them in a direct conversation, asking them what they know and like about your business.

* Be sure to explain to existing clients how your services are especially beneficial during times of economic uncertainty. Outline the short and long-term benefits of your services, to show how you are indispensable and affordable.

I agree with MacPherson’s suggestions – and would like to add that I believe it’s very okay to let clients know specifically upfront that for every referral they succeed in your getting, you will offer back a “gratitude discount” on your next service to them, to show your thanks. If they refuse, be sure to send them flowers or a bottle of wine. Remember: Appreciation breeds success.