Seven in ten clients arrive by referral. Nobody has heard the sentence that sent them.

Referral is the only channel where your pitch is delivered by an amateur, in one sentence, with no brief, to a buyer you will never meet if it lands badly.

By Steve 5 min read
Abstract bridge artwork for Seven in ten clients arrive by referral. Nobody has heard the sentence that sent them.

Owner-managed firms with strong reputations often describe referral in the language of compliment rather than distribution. It is the thing that happens because the work is good. It arrives without cost, without effort, and without much scrutiny. And because it arrives, nobody examines the mechanism that produced it. That mechanism is a sentence. Somewhere, a client or a contact heard a problem described, remembered a supplier, and said perhaps fifteen words about who you are and why you were worth mentioning. Those fifteen words did more positioning work than the…

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