If you research why people refer their insurance broker you’ll find that they’re primarily motivated by one thing: the desire to help the people close to them.

The trouble is that an opportunity to refer you only happens occasionally; maybe in a conversation at work or at a family lunch when your client, after a successful claim, is sharing their experiences. Even your biggest advocate is unlikely to know someone, at any one point in time, that they can refer to you.

The answer is to promote and maintain an ongoing, positive perception of your business and give your clients a reason - or many reasons - to recommend you when the moment arises.

How to build and maintain a positive referral mindset with your clients

• Redefine your positioning - Position your business as both referral driven and client-centric. Clients are more likely to give you a referral if they know that it’s important to you, plus they’ll want the reassurance that their friend will get priority customer service.

  Check that everyone is mastering the basics of customer relations: being accessible, accurate, fair, fast, empathetic and reliable - for every customer in every encounter.

• Be the great communicator - Keep your company top-of-mind by regularly sending your clients information that is valuable, welcomed and appreciated.
• Promote relevant benefits - Educate your clients on the reasons why people benefit from using your services.
• Show how easy it is - Make it clear how simple it’ll be for their friend to transfer their business to you.
• Show sincere appreciation - Clients that have recommended you once are likely to do so again, more so if you show them thanks. A handwritten thank you card will be a surprise, a talking point and a visual reminder that maintains their positive mindset.

Do these things and you’ll hopefully see an upward trend in personal recommendations. Give it time, stay the course, and you’ll enjoy a much more giving client base.