As we hit the midway point in another season of warbling wannabes, with Simon Cowell’s shirts unbuttoned to an all time low and the first ‘shock exit’ already in the bag, I’ve been pondering the motivations of our nation of viewers.

What makes us pick up the phone and vote for one talent over another? History shows us the best voices often bounce out of the process whereas the comedic, or those with ‘a story’ stick around for a lot longer. Vanilla just doesn’t cut it.

And what does this have to do with agencies? Well quite a lot as it happens.

The choices we make in business are more emotional than we think. And for clients, where cost, strategy and creativity are equal; it is personalities, relationships and the ‘experience’ that can make the difference between hiring, retaining or referring one agency over another.

If, like most of the agencies I meet, the vast majority of your business comes from referrals you are in good shape. Clearly this means there are some clients and other people in your network who are advocates. They get you. They have made a connection with you that sets you apart from the competition. Their experience of working with you has been positive. They trust you to deliver. Moreover, they know that if they recommend you to someone else, you’ll make them look good by association.

Yet what’s interesting to me is that many agencies do nothing to actively promote referrals. There are no systems in place, little management of client data, not much in the way of account development planning and rarely any process for measurement of client satisfaction. Interesting because 10% more effort here has the potential to deliver far greater returns than 10% more effort in cold new business hunting.

So, if you’ve been pretty good at getting referrals but need more business, think about your X Factor. Find out what it is about the experience of working with you that clients like, the emotional stuff, and do more of it.

Bespoke Client Satisfaction Programs and Account Development Skills Workshops are available, see me for more information.