financial marketing referrals

Don’t forget financial marketing referrals as a client acquisition tool

While the traditional sales funnel ends with the close, I believe the sales funnel should extend to financial marketing referrals. Referrals aren’t always a natural progression from having a happy client. Getting referrals takes effort but is well worth it. Remember, referrals are easier to close than other leads because it is based on the satisfaction and trust you’ve established with the referring client. Let’s look at some factors in creating a referral network.

The critical factor in financial marketing referrals

Obviously, to get a referral you need to make your client happy. Next, keep that client happy. Remember that customer satisfaction isn’t delivering a service as expected. Just as important, is the relationship you have with the client both during and after the service. You risk losing a client if you don’t keep in regular contact. Establish a program to keep in contact with current clients, such as a monthly e-bulletin or regular meetings. After all, a customer that doesn’t think of you, isn’t likely to refer you.

Ask for referrals

Even happy clients may not recommend your firm, simply because they don’t think about it. Unless an associate asks what financial firm they use, referring you isn’t at the top of their mind. Also, be sure clients know you are seeking referrals.

Develop a referral program

Your firm might need a full-blown referral program or only a partial one. It will depend on the rate you get referred by clients. At a minimum, you need a program that trains employees to ask for referrals. If you feel you aren’t getting the number of referrals you’d like from clients, you need a program that regularly let’s your client base know you would appreciate referrals. To start a financial marketing referrals program, I would recommend reaching out quarterly to clients. This could be digitally, mail, or in-person. Next, decide if you will offer a benefit to clients for a referral. This could be as simple as a gift card for dinner or a discount on some service. However, rewarding referrals can lead to having several unqualified leads. If you have happy clients, a reward should not be necessary, but that is a decision each firm must make.

Financial marketing referrals checklist

Show your appreciation to the referring client. This acknowledgement is especially critical if you don’t have a rewards program.

Ask the referring client to be part of a referral list you can give to prospects. In fact, try to get a testimonial from them. A third-party endorsement is a powerful sales tool.

Discuss the referral client when you speak with the prospect. The information you obtain could help in the sales process.

Exercise patience if the potential client isn’t ready to move forward. After all, you could lose the opportunity or alienate the current client.

It can be hard to ask for referrals or set up a financial marketing referrals program. However, the benefits are worth it. In addition to gaining new clients, it shows current clients you respect their opinion and your relationship.

About the Author

Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client’s business growth and the forming closer, personal relationships.

When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of focusing on business to business marketing, Conach specializes in construction marketing, financial marketing, and industrial marketing. Even though we are in Mid-Michigan, Conach provides marketing services to clients across the country.

For more information visit or contact us or call 989.401.3202.

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