An advocate is someone who believes in you and as a group, is your single most important resource for referrals. They may be existing customers, old school buddies, neighbours, family members, suppliers, associates – heck, maybe even your mother-in-law who doesn’t even know what you really do but loves you anyway!
Creating, building and working your advocate list are different from networking. Where networking is the building of business contacts (which is also a good thing) an advocate refers you because you’re you!
An advocate’s relationship is often built on their perceptions of your character and values. Take a look at these scenarios and you’ll get what I mean.
“I play golf each month with my brother-in-law (high end game, control, family) who’s a plumber (apprenticed, good focus, attention to detail, makes decent money). He always goes home after the round is finished (responsible, family man)”
Advocates perception Why wouldn’t I refer him when I can – he’s a good guy with decent values – doesn’t really matter what kind of plumbing he does!.
“I like my accountant, she’s always so bubbly (enthusiastic, accessible) when she visits me (goes to customer – good customer service) and I always learn new ways to save money or improve cash flow (up to date on practices, policies, legislation, customer coach)”
Advocates perception: Why wouldn’t I refer her when I get great service, she’s fun to be with and knows her stuff!
When it’s personal, your advocate will experience that “afterglow” that comes with having referred you, will feel good about what they’ve done and usually that’s all the reward they need. Because they like you, respect you, believe in you and it’s personal.
But make sure you recognize them in turn. Never let more than a few weeks go by without touching base with each of your advocates. It doesn’t matter whether it’s by phone, a get together, a meeting, e-mailing them, writing a personal note or, of course, by being their advocate too!
Tags: advocate, advocates, business, customer, customer service, money, respect, school, working