The best marketing strategy in the world is to be referable. Being referable means that your existing clients and customers believe in you so strongly that they want to tell others about you. They believe so strongly in you that your success is as important to them as their own. Referability means that your clients and customers are continuously cloning themselves—continuously introducing you to those like themselves or better than themselves.
All refer ability depends upon four habits. Although the best entrepreneurs are involved in diverse kinds of businesses, have very different kinds of clients and customers, and utilize a wide variety of specialized skills and resources, they are all referable for the same reasons. Referability, in all places and at all times, depends upon four crucial habits:
*Show up on time.
*Do what you say.
*Finish what you start.
*Say please and thank you.
Although these seem like common sense, a surprising number of people in this world, including entrepreneurs, do not practice these four habits. As a result, these individuals are not referable. They may have brains, talent, charm, and experience, but they continually find that their clients and customers do not refer them. In contrast, those who practice these four habits always get referred into bigger and better opportunities.
Show your clients respect and appreciation. The four referability habits are crucial because each of them conveys an attitude an attitude of respect and appreciation. They demonstrate respect for other people’s schedules, goals, and values. They communicate appreciation because no client or customer will feel taken for granted. Respect and appreciation are permanent safeguards against indifference, overconfidence, arrogance, negligence, and sloppiness—all all reasons entrepreneurs and others lose business and are not referred into larger opportunities.
Brains, talent, and charm are no substitute. Many highly intelligent people are not referable because the main attitude they communicate is arrogance. Many talented people are not referable because their performance is erratic. Many charming people are not referable because they are undependable. Even individuals with specialized skills and years of experience are not referable if they do not demonstrate the respect and appreciation that will prompt clients and customers to talk about them favorably.
Make these habits the basis of your daily philosophy and performance. Anyone can choose to begin practicing these habits today. The rewards will be immediate: He or she will be referred to others. Within your organization, make these four habits the basis of all training and procedures. In this way, there will be no breakdowns in service. Nothing will be missed, nothing will fall through the cracks. Everything that your organization does—every communication and every activity—will be perceived as respectful and appreciative by everyone who encounters it. This will result in an endless flood of referrals and unlimited opportunities for growth and success.
Taken from How The Best Get Better by Dan Sullivan.
