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What’s up everyone welcome back to the blog, my name is DJ. Rick Webb, as always, and in today’s article I polled on Facebook, I went on Facebook and I was asking people I’m like what is the number one and maybe the number two problem you were struggling with in your DJ career, your DJ business period and pretty much Unanimously people were talking about marketing, they were struggling with…

The widely-accepted belief in marketing is that 20 percent of your clients provide 80 percent of your revenue. Do a little digging and you'll find that generally holds true. But knowing that information is only half the battle. Some read that statistic and think, "Bingo! I only need to focus on that 20 percent." Many more believe that they are already serving that 20 percent just-fine-thank-you-very-much and turn all of their efforts to developing new business. The real value lies in understanding how to serve and cultivate different groups of clients. To that end, here are six simple rules for maximizing the 20/80 percent rule in marketing:

Know your top 20 percent. Many law firms think they know who their top revenue producing clients are, often relying on the attorneys to identify them. Not good enough. Invest in some market research. Comb through your receivables. Compile data. Create spreadsheets you can sort. Yes, it's time consuming, but it's also time well spent. And you may be surprised by the results.

Know where the top 20 percent is spending their money. The good news: your top client brought in over a million dollars in corporate work last year. The better news (from a marketing perspective): your top client only brought in $200,000 in all your other practice areas combined. This is an opportunity! If your firm is like most firms, cross-selling is still a dirty word. It's time to change that. You have the advantage here. Your client knows you and trusts you. What's more, you know the client and the issues that are keeping him or her up at night. (If you don't know this, it's time to ask.) You don't need to engage in a hard sell, but it would be a good idea to introduce some of your colleagues who can bring value to the client. Even better, brainstorm ahead of time to come up with solutions to issues your client didn't even realize he or she had. Just remember, keep it about the client, not your firm.

Keep that 20 percent happy. Don't get complacent and just send bills. Drop a note or e-mail if you see a relevant article. Send a gift thanking the client for his or her business. Support a charity that is near and dear to the client. And be candid. Ask every once in a while if the client is happy or if there is more you could be doing to help his or her business.

Groom tomorrow's 20 percent. Back to the other 80 percent of your clients. Don't ignore this group. While they may not be bringing in the big bucks, some of your most ardent supporters can be found here. They usually know they are the bread and not the butter of your business, so they are even more appreciative of professional, personalized service. For example, while you can't send a holiday gift to all of your clients, you can send a card. And since they will generally have less face time with you than larger clients, make the most of it, giving them your undivided attention and really listening to their needs. That way, when they do have more business to bring, they'll think of you first. And remember, these people have friends, which brings us to...

Ask for referrals. A referral from a happy client is worth more than all the advertising, sponsorships, speaking engagements, and PR combined. It is perfectly appropriate to tell a client that your firm is always looking for quality clients and believes the highest quality referrals come from current, valued clients. They'll be flattered that you asked.

Lessons Regarding Client Relationships

This week I attended the Advocates’ Society’s Mentoring Dinner Series Building Trusted Client Relationships.

The following comments stood out:

Often times if clients are ignoring you, it is because you remind them of a traumatic event (the one that you are litigating). And clients would rather forget the event all together than deal with you. Remind them that you are here to help them. But if you…

We all desire to taste success in our lives and especially at workplace. But how do we work towards it? Read the following article to know more “Forget safety. Live where you fear to live. Destroy your reputation. Be notorious.” Rumi, Thirteenth Century Persian Mystic Poet Success – everyone want...

Consider this strategy as perhaps the most effective marketing and trust building strategy that exists for the professional service provider. People generally are not overly keen on being sold to, but they do enjoy being invited – as long as those invitations are relevant. Michael Port, author of Book Yourself Solid, tells the story that this one strategy alone, doubled his income in his second year of business.

Creating your own “always have something to invite people to” offer is something you will want to consider when you design your sales cycle. This is the offer you’ll direct potential clients to through your core marketing strategies. There are many ways that you can set up this “always have something to invite people to” self-promotion strategy. You are limited only by your imagination! It might be a tele-seminar, webinar, Q&A session, themed party, etc. Whatever idea you come up with, it must provide an opportunity for you to create great value that meets the needs and desires of the people you serve – your target market. Additionally, it creates a no barrier to entry, no risk chance for prospective clients to sample your services.

Yesterday in our EVOLVE meeting, we were discussing the much-debated advice of asking for referrals. Many real estate trainers, speakers, and "gurus" preach the same gospel: "If you want referrals, you better ask for them."

I say just the opposite.

All the gurus that tell you to ask for referrals after every sale are missing one big point. Think about it. How do your potential buyers, sellers and past clients FEEL when you ask for a referral?

It's an uncomfortable moment. They know you want something from them and it tarnishes the trust you've built together. Instead of a confidant, you become a typical salesperson; and most salespeople - like it or not - are seen as sharks by the average consumer.

In fact, one of the agents in our group indicated her husband was just recently asked for a referral. He was quite taken aback as he felt this person was a friend, not a salesperson, and he felt the relationship was now tarnished as friends shouldn't ask friends for referrals.

My own personal market research focuses on what the consumer wants and how he or she reacts to what you're asking for. All the consumers I've talked to adamantly state that if you exude professionalism and stay in touch with them, they will give you referrals-without you ever having to ask for them.

If you're not getting referrals, it has nothing to do with whether or not you are asking for them. Here are the real reasons you're not getting referrals:

You're not staying in touch with them after you get their money. Consumers want professional advisors who are looking out for them out of genuine concern-not just to make a sale.

Your marketing campaign is ego-based (meaning it's all about you and your next transaction). This creates the image of a shark-like predator in people's minds and they will avoid you just as they would a Great White.

You're not giving enough of your expertise away. By "giving away" I mean your expertise, advice, and good will-positioning yourself as your clients trusted expert.

The main reason people are stingy with giving referrals is that they're afraid you may reflect badly on them. They don't want to disappoint their friends and family by sending them to yet another shark. Even though you may be an honest pillar of your community, asking for a referral triggers the "shark alarm detector" in people's minds.

Also, when you're at parties or events, don't hound people by asking for business. Too many real estate agents are in the nasty habit of handing out cards while saying "Call me!" with a cheesy smile.

Instead, just talk to people. It's okay to tell them you're a real estate agent. But instead of asking for business, share something with them. Ask for advice about what they're an expert on. Make a connection. Then, shake hands and exchange cards without asking for business. Making a connection is a two way street not a one way road.

They now know what you do and will be more likely to call you when they need you. You also know what they do and can refer business to them. See? "Win-win" always works. The sharks aren't making strong connections with others and are developing a bad reputation in the community by presenting themselves as predators who only care about their next sale. Don't be one of them!

One more tip: Some of the best referrals come from transactions where things have gone wrong. You may think I'm joking, but it's true. When you take a disaster and turn it around with your diligence and hard work, you often shine brighter than in transactions when everything goes smoothly. When problems arise, this is your golden opportunity to generate referrals. Dive in there and fix everything-no matter how irate or unreasonable your client may appear at the moment. They will sing your praises just as strongly when you solve the new problems.

Bottom line: If you feel uncomfortable asking for referrals, you can bet your clients do too. It sounds great at a seminar, but in real life if you're doing anything that makes you feel uncomfortable, it will show in your mannerisms and voice. This sparks distrust and sets off people's finely tuned "shark alarm detectors." Don't be a shark!

But does it feel uncomfortable to send out real estate information in the form of letters, articles or reports? No. You always feel good knowing you're serving your past, present and future clients. They will feel good knowing there is somebody out there they can trust. Every time you contact them, you are in effect generating referrals-without asking.

You may disagree, but that is alright. What really matters is how your clients feel when you are asking for referrals. What may seem to work for you may not be working for them.