Handshake
Uploaded by Sergio Prado on 30 Sep 09, 3.06PM GMT.
Here is a good example of why it’s a good idea to refer clients to people who can help them when you can’t do it.
Went to a corner shop today and I asked for something. The guy behind the counter looked at me, slowly turned around, checked if the product was there, looked back at me and with the bored look of the early morning said “I don’t have any”. Mind you, this guy owns the place. I’m not planning on going back. There is another corner shop just two doors now and I plan on starting to use that one. I would be prepared to stick to the first guy if he had said the most simple thing in the world. “I’m sorry I don’t have any right now, I will be getting a delivery tomorrow but in the meantime there is another shop two doors down where you might find what you are looking for”. There, how hard would that be.
Admitting the limits of what we can do and what we want to do is a SoMaFusion fundamental principle. If there is something that cannot be done or that we are not interested in we will always strive to recommend other people and/ or companies to the client. We do this for a number of reasons.
Asking us to do something is an act of trust
Even if it’s only an enquiry the prospective client is showing a level of trust by approaching us. It would be very poor form indeed if we did not at least strive to repay that trust by being honest and by introducing someone that might be able to do something that we may not be able to do at the moment.
It’s an opportunity to understand their needs and to better explain what we do
Some prospective clients have a vague idea of their needs and a vague idea of what we do. Sitting down together and looking at their needs we might discover that they should look into other communications priorities first before they come onto digital communications. By discussing their needs we can explain the field, explain what we do and give them a better idea of what we think their priorities should be.
Saying we cannot take on a project is a positive thing
Nobody can do everything. We know what we are good at, we know what we like doing, we know exactly where we can help a client. What is the point of pretending? If there are others out there that can do something better then we are definitely recommending them. How many times do you think a client gets to hear that a company is not in a position to do something? Not a lot. And they don’t trust people who claim they can do everything. Clients know from experience that it’s impossible.
Referring to someone else shows that we know our field
We don’t see anyone as a competitor (even though it’s a good word for the title). I come from a policy background which has taught me that businesses turn around a market a lot quicker if they cooperate and understand each other. Especially when it comes to an emerging market and in these difficult financial times as well. By referring to someone else we show the client that we understand our field – hence we know what we are talking about – and that we have good relationships with people out there.
Referring to someone else makes the customer happy AND improves the industry
Think about it. If we all admitted what we can and can’t do and referred to others whenever we couldn’t take on a job we would be able to a) make the client happier and b) make the market better. In the long run we would be building relationships and connections across the industry which would promote trust and would make it easier for a small consortium to be set up easily if a big account turns up. Why should we send it to the big guys? If we all know our specialisations and have been courteous to each other in the past what’s to stop us from getting the big accounts? Not to mention that referring to each other means that we slowly but surely identify the bright stars – in other words we are making the industry better with each referral (provided you are not introducing your best mate but someone who can actually do a good job)
Naturally there is always the money question
Fine, but is it making us any money?
It sure is making us not only money but also gives us a lot in social capital. When you say you can’t take on an account and you refer to someone else you are not losing money. You are deferring it to a later date when the client thinking back to your honesty and help and having understood what you do will come back to you. You are deferring it to a later date when the client will introduce you to other clients. You are deferring it to a date when the people you have introduced will do the same for you.
