How to Turn One Client into Ten

The other day $20,000 worth of new business fell in to my lap.

It came from one of my clients who recommended my services. This isn’t the first client he’s brought me. Over the past few years, he’s brought me dozens.

Several others have referred to me tens of thousands of dollars of business too.

This idea of turning one client into many is a business approach I learned from Dan Kennedy that has served me well. And it's the fourth lesson I'd like to share this week. Dan’s business has over 85% repeat/reoccurring clients and nearly that high of a referral rate. It's just one of the reasons he’s remained the leader in the info-marketing industry for 40 years. He accomplished this by making what he calls “The Endless Chain of Referrals” a major part of his business approach.

The idea is that “you never need to be without a good prospect as long as you have just one client.”

The secret: you must create and manage trust …

Because it’s one thing to have clients trust you enough to give you their business. It’s quite another to have them trust you enough to refer business to you.

So how do you create trust?

Become “one of them.” Once you’ve identified your niche, join the groups, trade associations and professional organizations in this market. Dan Kennedy says, “People feel more comfortable, safe and at ease with other people like them … and tend to form little groups, societies, and cliques that are exclusive …”

Show you are trusted by other people like your prospective client. AWAI member Pam Foster’s website demonstrates that she is trusted by the pet industry. Tons of testimonials, plus a long list of trade associations she belongs to, shows prospective pet and veterinarian clients that she is a trusted resource. To get your own recommendation, request a testimonial from every client and even your writing instructors. Ask respected businesses in your niche for recommendations for the best trade associations to join and/or search the web or trade magazines.

Get a personal introduction and endorsement from a trustworthy source. I landed GKIC as a client when a trusted GKIC member who was also one of GKIC’s highest-ranking members gave me a glowing endorsement and introduced me to the marketing director.

(Find out how to get introductions in my article “How to Get All the Clients You Need from People You Already Know.”)

In addition to building trust, gain referrals by always asking clients for them. And if you do not have clients bringing you new ones, look at what you can do to create enough trust to start multiplying your clients.

What have you done in your business to create trust? Share it here.

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The Professional Writers’ Alliance

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Published: March 14, 2013

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