Consultants in the Human Resources industry usually come from corporate HR roles where there was zero need for ‘doing sales‘.
Suddenly, we’re thrust into this world of ‘business development‘ and ‘B2B sales‘ when all we ever wanted to do was to get out there and help clients fix their people problems.
To make matters worse, there seem to be hundreds of sales & marketing things we’re supposed to be doing in order to grow the business.
It’s really hard – but this should help – here’s how to get more new client referrals.
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If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.
I’ve spoken to many consultants in the HR industry and, time after time, their number one source of clients in the earlier days was getting referrals.
No great shock there, right?
Iceberg Referrals
However, it is my firm belief that most consultants only get ‘iceberg referrals’.
What are iceberg referrals?
Most consultants are only getting a fraction of the referrals that are out there waiting for them.
As you know, the vast majority of an iceberg is laying submerged below the water’s surface. We only see the tip of the iceberg.
So, here are some of the key elements of a good referral system . . .
Step 1: Be Clear
Make it easy for people to refer you by being clear on what you do and who you help.
Become crystal clear on your positioning and be ready to explain it quickly in such a way that people can remember it next time they meet a potential referral.
Step 2: Build Your Referral List
Don’t leave this to chance.
Sit down and list out all clients, former clients, industry contacts, and so on. Make particular note of other industry non-competing professionals that serve your target audience.
For example, I had the managing partner of a mid-sized accounting firm on my list.
Why? Because he was regularly dealing with business owners with workforce issues.
I also had a business transformation expert on my list as she was serving the same market as me but from a financial management perspective (ie. non-competing).
List out your potential referral partners and put them into a spreadsheet or a CRM system so you can keep track of them all.
Step 3: Map Out Your Referral System
Get a fresh piece of paper out and map out how your referral system will work.
- Who will you contact and how often?
- What form will the contact take? Coffee meeting? Lunch? Email? Phone call?
- When will you ask current clients for referrals and what will you say? Hint: Ask them just as you’re basking in the glow of some fine work you’ve just delivered.
- What will you do when someone refers you a potential client. Everyone forgets this step or maybe just sends a quick email. You can do better.
Step 4: Put The System Into Action
Get busy and work that system!
- Add the steps to your diary.
- Set up a Trello board.
- Make a checklist.
Do whatever works best for you to keep up the momentum.
Now, take a look at this story about an HR meeting in Amsterdam that explains how to make this all easier.
Any questions or comments? I’d love to hear them.
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If you work as a Human Resources consultant or in an HR tech startup in recruitment, training & development, employee engagement, HR consulting, employment law, employee outplacement – my HR marketing update will help.
All the best,
