Want to Get More Referrals?

The Referral Engine BookI’ve written about the topic of referrals a bunch this year, but you get that, right – I mean, I wrote an entire book on the subject called The Referral Engine. (Hint: It fits in most small business owners stockings!)

I’ve also posted some ideas on the subject over at American Express OPENForum and thought I would share the entire series with you here?

Want to learn more about building a referral engine? Read these articles:

5 Steps To the Perfect Client

ideal client

Image credit: Photofinish 2009 via Flickr

One of the foundational elements of any marketing strategy is a narrowly defined target client. For the small business I take that a step deeper to something I call the ideal, or for the sake of this post, perfect client. That one perfect kind of client is what all business should understand and I think it’s unique to each and every business.

You can’t simply define a set of demographics to find the ideal client – the ideal client finds you, but then you’ve got to build your entire business around that understanding.

The 5 steps below, applied to your current client base and worked in order, will tell you more about your true ideal client than any marketing class or book ever will.

  1. Find your most profitable clients
  2. From the above group identify those that refer
  3. From that even smaller group find common demographic characteristics
  4. Take the time now to understand the behavior that makes them ideal
  5. Draw a fully developed biographical sketch to use as your marketing guide

I explain each of these steps in great detail is this week’s column at AMEX OPENForum.