Where clients come from.
WHERE WORK ORIGINATES
Referrals from existing clients Referrals from other professionals Reputation and visibility Existing clients returning Formal tenders, for larger work
WHY REFERRALS DOMINATE
Professional services are bought on trust, and trust transfers through people.
WHAT GENERATES REFERRALS
Doing the work well Being easy to deal with Being remembered
WHY BEING REMEMBERED IS SEPARATE
Satisfied clients refer only when you are in mind.
WHAT TO ESTABLISH
Regular contact with past clients and referral sources.
WHAT TO PROVIDE
Something useful, not a request for work.
WHAT WORKS
Briefings on developments affecting them Answers to questions they actually have Speaking and writing on your subject
WHY WRITING AND SPEAKING
They demonstrate expertise rather than asserting it.
WHAT OTHER PROFESSIONALS PROVIDE
Referrals of work outside their own scope.
WHAT TO ESTABLISH
Relationships with professionals serving the same clients differently.
WHAT TO NEVER DO
Take work referred and then compete for the referrer's core work.
WHY
It ends the source permanently.
WHAT SPECIALISATION PROVIDES
Being the obvious choice for a defined problem.
WHY IT MATTERS
Generalist firms compete on price and relationships alone.
WHAT TENDERS REQUIRE
Answering what was asked Demonstrating relevant experience Naming the actual team Realistic pricing
WHAT TO MEASURE
Where work came from Conversion Cost of winning it
