If you read the business press, or attend networking events you may believe that referrals are an essential part of growing any business and that you should focus significant time and energy on securing them.But, some of the best and fastest growing businesses we work with rarely get any referrals and make no effort to increase this. This is a model which works especially well for some high-end professional services firms, especially those working with high-churn sectors.

 

The key to this model is in each client you work with being so impressed by the value you deliver that they start to feel that your work is part of their competitive edge. At that point the client has absolutely no interest in anyone else finding out about you – why would they share news about their own special silver-bullet for growth?

 

Whilst this might sound like a nightmare, there are some key advantages to this approach:

 

* This type of client relationship can build to be high-profit, allow you to work at a strategic level with a business and can lead to super-exciting projects.

* The expertise and experience you build up feeds well into a leading through influence campaign – if you are able to speak at events, speak on radio, write for the press you’ll attract new clients to you.

* The client relationship is usually really strong – they will often promote you in other ways, by inviting you to share the podium with them at events, for example.

* If you are looking to exit your business through sale, you may well be working with your best bet for a future buyer.

* If one of the individuals you work with moves on to another company, they may well want to work with you again there.

 

This approach isn’t for everyone – but works brilliantly for some. It might be worth considering if it might be the right approach for you.

 

Blog by Isla…