COACHING: Are You Worthy of Being Referred? Commentary by Brian Buffini
Growing up in Ireland, summer vacations were spent working in the family painting business. At the end of the day, my grandfather would walk through the jobsite and stop to ask, “Can you put your name to that?” With that question, he was testing my character. He was also testing what I was willing to put my name, and the name of the company, to. With every job, our goal was to exceed client expectations. Simply meeting expectations was what we were paid to do; exceeding them was where we demonstrated excellent service. A client who was simply “satisfied” was less likely to endorse or refer us.
Our work philosophy was based on the belief that you would receive referrals only when you took service to the next level by delivering the unexpected.
When I entered the real estate industry in America, I realized that I would have to consider all the different areas of the business—client motivation, communication techniques and the needs of the marketplace—if I wanted to create a professional business that was worthy of earning referrals from clients. It struck me that people would only refer me if I provided them with a service worth referring. It also struck me that without systems in place, consistency would be difficult to maintain.
The question, “Can you put your name to that?” has been a guiding principle in how I have served others. It has become part of Buffini & Company’s DNA: “Can I put my name to that event?” or “Can I put my name to that product?” With the referral systems, you may regularly send out the Items of Value, but if your service is not excellent—if you don’t feel you can put your name to your work—then you might not be building a business that is worth referring.
Do you have a service standard? This is something you must write out, and adhere to, or else you will find that it will be written in the perception and minds of your clients—and you may fall short. In this industry, you live and die by reputation. Having a name for poor service will be the quickest way to damage your business.
The first decision those who join our ClubNet Coaching program make is to build their business in such a way that they will earn their clients’ referrals. This puts them ahead of the game. They have a Business Coach to help them implement our referral systems, reach goals and focus on continually doing the things they need to do to build relationships and earn their clients’ trust.
They also have a Client Appreciation Program that sets them apart in the industry. Committing to world-class service means choosing a path of personal growth and development. I truly believe that to be able to provide value and a deeper level of service to your clients, you have to be committed to personal growth. It’s not enough to rely on what has worked in the past; those who join ClubNet are part of a new wave of business people who are putting the word “service” back into the service industry.
It is important to keep in mind that service means different things to different people. What I consider great service might not match what it means to you. By developing your own service standard, writing it down and consistently following through, you are more likely to exceed the expectations of all of your clients. With consistency, you form a bond of trust.
Service is a reflection of your character. This is a relationship-based business, so you need to develop healthy relationships with your clients. When problems surface, you will be under scrutiny to see if you can meet the client’s need. By meeting their emotional needs, you create an advocate, and they’ll become a part of your referral team.
World-class service is not about perfection. It is about how you deal with a problem. If you solve something for your clients, don’t hide it from them. You want them to be aware of the service you aim to provide. We all make mistakes and miss the details sometimes, but how you respond to a situation demonstrates your character. Your job is not to create “perfect” transactions but to find and solve any problems that naturally arise.
When the pressure is on, be the professional your clients have put their trust in. They are looking to you for that. It is not difficult to provide excellent service when all is going well, but if a deal gets bumpy, you must respond with professionalism; go the extra mile.
Putting your clients’ needs ahead of your own is your first priority if you want to be successful in building your business by referral. Do you believe you provide a value to people? If so, you have laid the foundation to ask for referrals.
New agents can be intimidated by how much they don’t know, but what really counts is that you care about your clients. A great way you can communicate care is by becoming a great listener. Listen to your clients. What do they like? What are their fears?
- Exceed client expectations
- Develop a service standard
- Ask your clients how you can serve them
This is how you provide valuable service. In my own business, I served clients during the transaction, but after the sale, our service kicked into high gear.
The philosophy of give, ask and then receive will bring you success if you follow the sequence. Take care of your clients by providing them with value, and then remind them that you work by referral. Make them feel as though they are first-class passengers, and they will be inspired to let others know about your airline.
Don’t ask them to believe in you more than you believe in yourself, however; you must be prepared to improve your own game. It’s no surprise that I would say, “Get a coach!” But whether it’s with us or with someone else, get help. Everyone needs support, and those who achieve at the highest level do so with the help of others.
Brian Buffini is the founder and chairman of Buffini & Company(TM). |
