Updates to Referring Clients Can Be Good For Business

 

Past blog entries have emphasized the importance of referrals and maintaining good relationships with both current and past clients. But there is also another aspect of the referral process that is usually overlooked: Keeping the referring client in the loop. On his blog, author Paul McCord writes how many salespeople, after getting a referral from a client, don’t think to update him or her on how the sales process is progressing. Regardless of whether the prospect becomes a client or not, a salesperson should communicate with the referring client, which not only shows appreciation, but also improves the chances for future referrals.

“The keys to gaining additional referrals from a client are to treat the referred prospect exactly in the same manner you treated the client and to keep your client informed of what is transpiring between yourself and the referred prospect,” McCord writes. He adds, “That having been said, clients understand that mistakes, miscommunications, and problems arise in business. A single issue during the course of the sale to a referred prospect, even a major issue, will not sever your ability to gain additional referrals from you client if you address and resolve the issue in an exceptional manner.”

He warns not to overwhelm the client with constant updates, but rather send a card or note thanking him or her for the referral, and following up occasionally with an e-mail update.