In our business, a good referral to a good potential client is worth its weight in gold. The real trick though, is finding a way to help potential clients discover the need they never knew they had for the service you provide. Nine out of ten customers didn’t know they needed you until you (or your champion) told them why.

The best way to get this message across is a concrete example, and not a vague, theoretical advantage. So my advice would be to equip your current customers with a narrative expressing the concrete need they never knew they had that you fulfilled.

Thanks for the post. Always keeping me on my toes.