Ten Strategies for Encouraging Your Clients to Spread the Word About Your Business
We’ve often posted about the importance of creating an extraordinary client experience to make yourself more “buzzworthy” as an advisor your clients will want to discuss. You can’t even think about creating a compelling word-of-mouth buzz until you create the kind of service that feels personal, unique, and genuinely caring to your clients. That should be your primary focus.
However, beyond creating an extraordinary client experience, it’s essential to turn your clients into vocal advocates, like human billboards spreading the word about your business. While it does happen—having a delighted client go on and on about your service to a friend or colleague—most people are not naturally inclined to initiate a conversation like that without some help and encouragement.
Here are ten effective ideas to inspire your clients to spread the word and advocate for your business proactively.
#1. Create a formal referral program
Many clients may not fully understand how valuable referrals are to your business. Take the time to explain the importance of referrals to your practice and how they help you grow and provide even better service. A formal referral program provides clients an easy and structured way to refer others. This could involve offering a small reward, such as a gift card, discount on services, or a donation to a charity of their choice for each referral they make. Clearly communicate the details of your referral program during meetings, in your newsletters, and on your website.
#2. Host client appreciation events
Client appreciation events are an excellent way to deepen relationships while creating opportunities for clients to introduce you to potential referrals. Consider hosting events like a wine tasting, golf outing, or financial education seminar where clients can bring guests. These events provide a relaxed, social atmosphere where clients can feel comfortable introducing their friends or colleagues to you. This makes it easier for them to refer others without feeling like they’re making a formal recommendation.
#3. Leverage social media and digital content
Encourage your clients to connect with you on social media platforms like LinkedIn, Facebook, or X. Regularly share valuable content, such as financial tips, market updates, or success stories, that your clients can easily share with their networks. When clients share your posts, it increases your visibility and provides a natural way for them to refer others to you. Additionally, create shareable content, like blog posts or infographics, that clients can pass along to friends or colleagues.
#4. Provide shareable resources
Create valuable resources that clients can easily share with others. This could include informative blog posts, whitepapers, or eBooks on financial topics of interest. Ensure these resources are branded with your contact information and encourage clients to pass them along to anyone who might find them helpful. When clients share these resources, it opens the door for you to be introduced to new potential clients who are already interested in the topics you specialize in.
#5. Stay top-of-mind with regular communication
Consistent communication helps you stay top-of-mind with your clients, making it more likely they’ll think of you when someone in their network needs financial advice. Send out monthly or quarterly newsletters with valuable information such as market insights, financial planning tips, or updates on your services. Include a gentle reminder about your referral program or a note encouraging clients to pass your information along to others who might benefit from your services.
#6. Make referring easy
The easier you make it for clients to refer others, the more likely they are to do it. Provide clients with referral cards, a referral link, or even a simple script they can use when talking to friends or family about your services. You can also create a referral section on your website where clients can easily submit potential referrals’ names and contact details. The less effort they require, the more likely they are to refer others.
#7. Show appreciation for referrals
When a client refers someone to your practice, always acknowledge and show appreciation for the referral, regardless of whether the referred individual becomes a client. A simple handwritten thank-you note or a small token of appreciation, like a gift card or a charitable donation in their name, goes a long way in making the referrer feel valued. This positive reinforcement encourages clients to continue referring others.
#8. Hangout where your clients are
When your clients see you as part of their community, they will feel more comfortable introducing you around. Join the country club where your best clients are members. Actively participate in some of your clients’ charities. Become an active member of your community. Wherever you are with a client, introduce them around to influential and interesting people you know.
#9. Educate clients on your services
Often, clients may not refer others because they’re unaware of the breadth of services you offer or the types of clients you work with. During meetings, take the time to educate your clients about the different aspects of your practice. Explain the types of clients you serve best and the various services you provide. This ensures that when a client does refer someone, they’re more likely to connect you with individuals who are a good fit for your services.
#10. Ask for testimonials and reviews
Client testimonials and online reviews are powerful tools for building credibility and trust with potential clients. Ask satisfied clients if they would be willing to provide a testimonial that you can feature on your website or social media pages. You can also encourage clients to leave reviews on platforms like Google, Yelp, or LinkedIn. Clients seeing their testimonials being used reinforces their connection to your business and increases the likelihood that they will refer others.
Encouraging your clients to proactively spread the word about your business involves more than just asking for referrals—it requires creating an environment where clients feel valued, appreciated, and empowered to share their positive experiences. By consistently delivering outstanding service, educating clients on the value of referrals, and making it easy and rewarding to refer others, you can build a strong network of client advocates who will help grow your practice. Remember, the more you invest in your client relationships, the more likely they will spread the word and help you succeed.
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