Who I Really Don't Want to Meet!
What
is the type of client you really don't want? Knowing that provides you with the ability to communicate to your network what is
a bad referral for you. That can be almost as powerful as
communicating who you do want. If your strategic partners know who
is not a good client for you, it can save you the time and hassle of
telling people "Thank you for thinking of me, but this really
wasn't a good referral."
A good example is a realtor friend of mine. He recently received a referral to a potential client who wanted to relocate to the area. Great! Just what he wanted, right? Well, what didn't get mentioned until they met was that the client is dead set on relocating to the District of Columbia. My friend doesn't have a DC license and can't handle the referral. Not a good referral for him.
So
what constitutes a bad referral for you? Don't just look at the
characteristics of people who are obnoxious. I hope your
network already avoids referring. Rather look at
areas where you can work but would rather not, for whatever
reason. Perhaps there are things you can do but aren't profitable for you. Or situations, like above, where you are not qualified but a reasonable person
might think you are.
Another example. I am a networking and business coach. I have done some life coaching with
my business clients. It is inevitable since a total separation of
business and personal life is impossible. I am certainly qualified to
do life coaching, and I have experience at it. But I do not market
myself as a life coach. It isn't what I enjoy the most, and it
doesn't feed my passion as a networker. So if someone tried to refer
a client who wanted coaching on how to get the most out of their
marital relationship, I would refer that to another coach who does
enjoy and specialize in that kind of work.
One more. Many people confuse coaching and counseling. I am
not qualified to provide counseling services, and if someone was
referred to me who needed counseling and not coaching, I would refer
that person to a licensed therapist.
Are
you noticing a pattern? Both of the above examples provide insight
into potential strategic partners, people in complementary but non-competing businesses. Perhaps some of their bad referrals are your good ones. Finding those people and discussing good vs bad can lead to more business for both of you.
And that's the best possible referral! So figure out who is bad for you. And then figure out how to turn bad into good.
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