important thing to remember is that not all referrals are a good fit, just as not all leads gained in other ways are necessarily people you want to work with. Keep in mind, not all referrals are going to immediately turn into a lead, either. That said, if you don't win the referral over immediately, continue to follow up with emails or even direct mail. The hope is that they weren't ready to make a decision at this time, and your persistence will keep you fresh in their mind. If you have multiple client referrals going on at once, be sure to keep them organized and send them specific emails and follow-ups. When dealing with these leads, just remember how different they are from your other types of leads. They are more than hot leads — they are banking on you being the person that their friends or family say you are. No pressure! Remember to thank any past client who attempts to make referrals, not just the ones that work out. Offer a token of appreciation and most definitely keep them the referral campaign. If you do end up working with a referral and they turn into a client, the cycle starts all over again. This is how you grow your sphere of influence, and ultimately, your business.
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