An Ideal Referral is an Ideal Client
My dog Mike, of whom I have written previously (https://us12.admin.mailchimp.com/campaigns/show?id=892169) , was absolutely indiscriminate in his dietary choices. One day as I was washing up for dinner, the bar of soap flew out of my hands. Mike hit it like a barracuda and swallowed it whole. He had no taste, no limits and no shame.
As entrepreneurs and professionals, we need to do better. You have to discriminate as to the clients you want. Good clients will make you, and bad clients will break you. Knowing this, the very first principle of referral is that you want to receive and give good referrals.
A simple but powerful tool for assessing the value of a client is the A-B-C-D grid. In various iterations, it has been around forever. Here’s my personal take on it:
The “A” client is a dream– causes no grief, but provides both profit and professional satisfaction. He is to be treasured. The “B” client provides less profit and satisfaction, but is not costly or difficult to maintain. With skill and patience, you turn “B” clients into “A” clients.
Parenthetically, keep in mind that the grid must fit your business. If you are an aspiring criminal defence lawyer, Jack the Ripper, facing hanging, could be an “A” client.
Everyone understands that you should never take “D” clients, but it is the “C” client who is deceptive. We look at the profit they can yield and overlook the grief they cause us and our staff. More important, the “C” client tends to be disloyal and treacherous, and when you stop coddling him or can’t satisfy his intemperate demands, he will turn on you. If you have one, ditch him, and never allow another one through the door.
So, this takes us back to referrals. Sending somebody a “D” client is an insult. Sending someone a “C” client is like giving them herpes. You should avoid doing these things. If you don’t have a good feeling about the individual or his subject matter, take a pass. Let somebody else look bad. The Lawyer Referral Service and the Yellow Pages are perfect for this.
Whether it’s a matter of karma, “being a mensch” or just having personal ethics, make sure the referrals you send out are good ones. To paraphrase the Golden Rule, “Refer unto others what you would want referred unto you.”
Next week: the protocols of incoming referrals.
Last week: Introduction to Referrals. (https://us12.admin.mailchimp.com/campaigns/show?id=1207433)
My blogs (http://www.purposeful.ca/blog)