How to Earn Referrals and Repeat Clients for a Clinical Research Consulting Business
A comprehensive look at the importance of referrals and repeat clients and how to earn them in a clinical research consulting business.
Referrals and repeat clients are the lifeblood of any business.
If you want to be successful, you need to work hard to get referrals and repeat clients and cherish them when you do.
This article will outline why referrals and repeat clients are so important for your clinical research consulting business and how to get and keep them.
Earned, not Expected 🪞
It is important to first understand that referrals and repeat clients are not something you should have an expectation of.
These are things that must be earned by hard work.
When you get them, cherish them, because they don't necessarily come that often.
Importance 🔆
The best way to generate sales for your clinical research consulting business is by repeat clients and referrals.
Let's dig in to why.
Less Obstacles
Another article reviewed how to land your first client, a listed a few big obstacles to making the sale:
- Discoverability - Getting clients to know you exist.
- Access - Getting in contact with potential clients.
- Trust - Getting clients comfortable with you solving their problems.
With repeat clients, all of these obstacles are instantly overcome. They are an existing client so they know you exist, you know how to get in touch with them, and you have already proven that you can solve their problems.
With a referral, an existing client has let the new potential client know you exist, the existing client has likely already made an introduction between you and the new potential client, and you have gained a bit of trust since the new potential client knows that you have solved a problem for someone else. Someone that they trust.
Cheaper
Have you ever heard the phrase it is 10x more expensive to acquire a new client than to keep an existing one?
Part of that is due to the extra time that must be spent overcoming obstacles to the sale. This includes:
- Finding ideal clients
- Contacting them
- Finding out their problems
- Writing proposals to solve their problems
Most of that is not necessary with repeat clients. For referrals, there is a time savings as well, but not as much.
Validation
Another advantage of referrals and repeat clients is that they provide further validation for your clinical research consulting business.
Not only did you solve your client's problem, but also you did such a good job that they want to do business with you again and/or recommend you to colleagues.
This is invaluable feedback that your clinical research consulting business is on the right track.
How to get Them 🧑💼
Now that the importance of referrals and repeat clients is clearer, here are a few tips to help increase your chances of getting them.
Do a Good Job
This may be a little obvious, but it is the most important thing to do.
Solve your client's problem!
How can you expect them to do business with you again or refer your clinical research consulting business if you don't do a good job.
Pick the Right Clients to Work With
Keep in mind that when you speak to potential clients, you should be evaluating them as much as they are evaluating you.
Are they giving off any red flags?
If you and a potential client are not a good fit, the project will suffer and you will likely not get any referrals or repeat business. Worse, if the project ends badly then the client could turn potential clients away from you rather than refer them to you.
It was a disaster. We ended up not being a great fit and the project was eventually cancelled.
Of course, there is no referral or repeat business from this client. I should have listened to my gut when the red flags were raised.
Choose clients where you are a good fit. Don't just take on any project that comes your way.
Always be Professional
People want to do business with professionals, not amateurs.
Here are few tips:
- Communication - always communicate clearly, politely, and respectfully. Whether this be in person, on a call, through email, or text message.
- Dress the Part - if you are going to be on camera in a conference call or meeting in person, dress appropriately. Your market will likely dictate this, but a bare minimum would be business casual attire.
- Punctuality - respect your client's time. Arrive on time—or better yet, before—in person or conference call meetings start. Be on time for scheduled telephone calls as well.
- Respond Promptly - when a client emails you, they expect a response within a reasonable time frame. You should aim to respond at least within 1-2 business days of receipt. Even if it is to just to acknowledge receipt of the email.
Give a Little Extra
Little extra touches can show clients that you care about them—which you should—and boost referrals and repeat clients.
Here are a few ideas to spark your creativity:
- Hand written card for their birthday.
- Christmas/holiday gift.
- Congratulatory message when their business makes and achievement.
- Having a lunch meeting? Pay the entire bill.
Summary
This article has outlined why referrals and repeat clients are vital to a clinical research consulting business and a few tips to acquire them. Get out there do a good job, be professional, and give a little extra, and you will earn referrals and repeat clients.
If you found the information here useful, let me know. I would also love to hear about any of your strategies for earning referrals and repeat client. Get in touch!
