Consumers are frankly getting quite sick of this practice of being solicited for products and services they otherwise actually need or want and would buy, posing a bit of an emotional dilemma for them because on the one hand they’re a bit weary of the privacy implications of being approached with offers that are clearly accurately targeted to them, while on the other hand it helps to be targeted with an offer that falls right in line with your needs. Consumers are very savvy these days and they know what goes on behind the scenes of B2B leads referrals, but that still doesn’t mean you should be unethical about it as part of your business practices.
Be ethical and proud – it’s very important for the long-term implications of the integrity and reputation of your business. With that said, here are some ethical B2B leads referrals standards to adhere to and by all means, be transparent about these measures you go to in an attempt to maintain these ethics:
Transparency in data collection policies
Nobody likes to discover that something like their email address was harvested from the database of a service provider they may have been listed with, even if this only demonstrates that the security measures of that primary service provider are perhaps compromised, so be transparent about where you get the details of your prospective clients. If you wouldn’t like the manner in which that info was collected on you, then simply don’t do it to your prospects.
Preferably wait until you’re asked for recommendations
As tempting as it is to maybe jump the gun and recommend referred services to clients who might clearly need those services, rather wait until the client expressly asks for a recommendation.
Exploring the idea and process with a practical example
There’s perhaps no better way to explore any idea or process than with a practical example, in which case I’d love to have you considering the business relationship between a client seeking the services of an insurance company and that specific insurer under review. Let’s say the prospective client is specifically seeking insurance coverage of the legal kind, in other words they want to take out an insurance policy which would offer them coverage in the event that they go on to face some or other legal matter which would need legal representation. Now we all know that competent legal counsel costs money so this type of legal coverage is perhaps more of a necessity than anything else.
Now as far as maintaining ethics in Business-to-Business leads referrals, should the insurance company under review require to refer this prospective client to some specific legal service providers like railroad accident lawyers, they would proceed to do so only if it’s really in the best interests of the client. This might mean referring the client to a legal firm that offers free case evaluations and the likes, in which case any monies earned for such referrals would naturally be reduced, but approaching this ethically means that it should all be in the best interests of the client.