Develop a system. Standard practice
should include asking for and following up on referrals. Have a
letter on hand to drop in the mail to thank a client for a
referral or to send to someone who has been referred. With such
procedures in place, you’ll always have a response ready.
Find a niche and build on it. Answer
the question, “What kind of specialist am I?” After reviewing
where your strength lies, promote that expertise by
 Becoming active and visible in business
associations.
Writing articles on the specialty for the best
professional publications.
Giving seminars and “lunch and learn” workshops
on topics related to your specialty. (Be innovative.)
Letting local media know you’re available to be
quoted.
Using testimonials and success stories to share
what’s unique about your firm; include the information in
press releases, newsletters and talks.
Keep in touch. Use your database.
Contact clients on a regular basis and keep them in the loop.
Help clients solve a problem before it gets out of hand.
Encourage them to tell you if they’re not satisfied with your
services. Start a “keeping in touch” program, which could mean
sending a monthly newsletter or setting aside an afternoon to
phone clients or drop them a note.
Become a “list lord.” Gain access to
lists for a particular association, industry, company or club
to open the door to referrals. For example, if you’re talking
to someone who’s a member of a club, pull out a brochure and
say, “I was wondering if you know anyone in the club who might
be interested in the services I offer?” In general, people
want to show they have influence in the groups they belong to.
Make your office an “RR crossing.” Put
a big sign in your office that says “RR” (“Remember
referrals”) to remind colleagues and staff people to do just
that. If clients ask, explain that referrals are the heart of
your business and you would appreciate their help. Use an
agenda for each client meeting so you won’t forget this
critical task.
Establish a referral-rewards “club” to persuade
clients to do even more. Acknowledge clients
who have brought you other business: Invite them to a referral
appreciation dinner; partner with a local business, such as a
florist, so that a club member gets 10% off any purchase; send
members a special mailing or newsletter. Be sure the activity
enhances your firm’s image and promotes ongoing dialogue with
your client.
Say thank you. Acknowledge helpful
clients in simple little ways. Write a letter or find other
thoughtful ways to say thank you: Offer to sponsor a child’s
Little League team or give
A donation to the client’s favorite charity.
A book on a subject the client is interested in.
Tickets to a sporting event, the theater or the
movies.
Flowers or a gift basket.
A coupon for a free car wash.
Just do it—and do it every day. Make
asking for referrals part of your business dialogue. Ask
clients, “What have you liked about the work we’ve done?” and
then say, “If there is anyone else who may need these
services, please send them my way.” If you simply can’t bring
yourself to say these words—many CPAs are more comfortable
asking for referrals in writing than in person—send a
referral-request package to all your clients. It should
include a cover letter, a form on which they can list the
names of friends and business associates and a stamped reply
envelope. | 
