Earlier this week, my publisher (I’m writing a book—there; I said it. It’s due out the beginning of May—there; I’m committed) made a comment that won’t leave me. We were discussing the economic value of professionalism and he said, “It’s much better to be referred by others because of who you are rather than just what you do.”

His point was that there are many professionals in your area who know what you know and do what you do. What separates you from the others is HOW you do what you do. That’s what makes you worthy of a referral. Your primary differentiator is your professionalism. That’s not to say that your colleagues and competitors aren’t professional. It does mean that the way you express your professionalism is unique to you. When you are at your best, there is literally no one like you.

If you want others to refer you, you must give them a reason. This is a major stumbling block for professionals. When I teach professionals how to generate new business, I ask them why someone would want to refer them. EVERY time, the first thing they say is their level of expertise and experience. If you go down that road, you will never be referred because there is always someone who knows more than you or has more experience than you.

You see, people assume you are competent because you have a license and experience in your specialized field and particular niche. Having more of it gains you little in terms of gaining a new client. That’s not to say your expertise and experience aren’t important. It is to say that it’s not MOST important. I can’t tell you how many times highly competent professionals have been frustrated because someone less qualified got the business instead of them.

You will be referred and you will impress your prospects because of how you demonstrate your professionalism. For the past year and a half I have written extensively in this blog on how to establish, maintain and deepen your professionalism. After all—in the end, it’s all you have.

Be your best. Demonstrate your professionalism. Watch the referrals increase.