A recent post on Hubspot cited the results of Rain Today survey The Top 10 Ways Buyers Find Professional Services Providers.
Hubspot chose to emphasize how buyers were relying increasingly on the internet (search, industry sites, provider web sites) to get information. I would agree that the Internet is a great source of information for buyers (and a source of leads for sellers).
However, what struck me was the importance of referrals and industry visibility. The Internet did not rank in the top five “ways” buyers found providers. Referrals ranked the highest (top two) followed by various forms of visibility (positions three through five)
The survey underscores the need to consistently “work your network”. Are you systematically staying in touch with key contacts, offering them valuable ideas and introductions? If you’re not, you may fall off their radar screens.
And they may refer that prospective buyer to your competitor.
Don’t just call your contacts to “check in” (aka looking for a referral). As Art Sobczak of Business By Phone says “only parolees check in.” The best way to get a referral is to give something of value. In other words, you have to give before you get.
{ 2 comments… read them below or add one }
The internet and all the new technology we now have available to us are wonderful tools, but they are still only tools. Business is still getting done face to face, and we can’t forget to go out and meet the people. 2/3 of my client base is from referral or an existing relationship.
The key thing about referrals is they have to be genuine. If not, you will get a reputation for giving bad information and people won’t trust you.
Maria:
Thanks for your comment. Face-to-face and the phone are still my primary tools as well.