The Secret to Client Loyalty and Great Referrals by Bill Cates

It's the value that makes you referable.

Your clients give you referrals because they see the value in the work you do. They like your initial process and the ongoing value of the relationship. (You are providing ongoing value, aren't you? If you're not, then your relationship will fade quickly.)

But business friendships are the turbo charger!

When your relationship becomes more than just the core work you do for them... when they begin to like you and care about you... That's what creates incredible loyalty and referability. When you have business friendships with your clients, they feel guilty talking to your competitors.

When clients see your value and then want to help you - that's an unstoppable combination.

Let me tell you about Doug.

I met Doug over 15 years ago. At the time, Doug was sending his clients a monthly, printed, newsletter. (Have you been in the industry long enough to remember when we actually mailed newsletters to our clients?)

Doug's newsletter was 80% value and 20% about him (his family, interests, etc.). Doug decided that they wanted his newsletter to be all about the value and nothing about him. After he sent his first edition w/o the personal section, his phone started ringing. His clients said, "Doug! What happened to the section about you and your family? It's the only part I actually read!"

It's human nature to "snoop" into the lives of others. Let your clients be curious about you. Keep it professional, but be human! Share your interests, passions, and occasional information about your family. This builds business friendships, which in turn create loyalty and referrals (without even asking for them).

This is one of many ways advisors build business friendships. Keep looking for ways to be human and share a part of your life with your clients.