By Patrick McLoughlinReferrals are without doubt the most successful type of sales leads accountancy marketing can deliver. Their conversion rate offers you a massive advantage over outbound marketing leads (outbound marketing involves you reaching out to potential clients). Referrals work because they transfer trust and credibility, from the referrer, to your potential client. Trust and credibility are the essential building blocks of winning business for professional service firms. But, assuming you marketing extends beyond a referrals strategy, how can you harness their power throughout your new business development? If you are involved in marketing accounting services the simple option is testimonials and case studies.
Building effective testimonials is a piece of cakeWhere to get your Testimonials More than likely you are already sitting on a bank of testimonials. Look through your client’s emails and letters. They don’t have to run for paragraphs. It might just be a note thanking you for ‘doing a great job,’ or ‘going the extra mile.’ Get in touch, flesh them out, and you are up and running. Otherwise approach clients and make it easy for them to help you. Ask them to describe, in just a couple of sentences, what they like about working with you. Then get their response over to them for authorisation. It saves a lot of time and embarrassment in chasing them up. The next time a client tells you how happy they are with your work ask them if they would mind you using their comments in your marketing. Who would say no to that?