Many veteran resume writers say they get a large percentage — maybe even a majority — of their clients through referrals. If that's the case for you, it's important to remember that even though you have a strong referral base, you need to constantly be looking for new referral partners.
• Referral sources are constantly changing. Referral sources may stop sending you clients for a variety of reasons: people leave the industry, or retire, or die, or get mad at you.
• Referral sources forget fast. If referral sources do not see you or hear from you on a regular basis, they tend to forget you. Remember, they are bombarded with information all the time. You may not be on their mind all the time. (In fact, it's highly likely that you are not!)
• Referral sources will not know you exist if you don't let them know you are out there. Marketing strengthens your business. Continual communication enhances your reputation, your reliability, and the confidence people have in you.
• Marketing enables you to maintain your independence. An abundant supply of clients allows you flexibility in choosing who you work with, and which referral sources to continue to nurture.
• When economic conditions deteriorate, resume writers who consistently market new referral sources will have a better chance of staying busy and surviving.
• Marketing is an anti-depressant. Marketing is empowering. Resume writers who wait for clients to call them are more likely to go through periods of depression and self-doubt. Depression is caused by a sense of powerlessness and helplessness. Taking action by cultivating new referral sources helps psychologically as well as financially.
It’s not enough to be a good resume writer. It’s not good enough to provide your clients with great service. The people with the busiest businesses are the best marketers, not necessarily the best resume writers.