Are you a risk taker?

I'm not really. I know it's supposed to be a great entrepreneurial trait, but it's not really me.

But even accepting that risk taking can often be useful in business, there's one time when risk is definitely a major disadvantage.

It's when people are thinking of referring you.

When someone refers you they're putting their reputation on the line. So they just won't do it if they feel you're too much of a risk.

Great to take risks in your own business if that's your thing. But make someone feel like they're taking a risk by referring you and it just won't happen.

So how do you make people feel like you're a safe bet?

Person by person.

Clients and ex-clients are probably already there. They've seen you in action and know what a great job you do. Sometimes though, they're just not connected to enough potential clients for you.

Colleagues, contacts, business partners and friends are often better connected to the people you'd like to work with. But since they've not seen you in action they may think of you as a bit of a risky proposition.

Not that they don't trust you. It's just they've never seen you in action the way your clients have. So they don't quite have that confidence.

So work one at a time to change that perception. Invite them to a seminar you're running. Or send them an article you've written. Or introduce them to some of your best clients.

Anything to make sure they know what a great job you do for your clients.

In short, make yourself a less risky proposition. You'll get more referrals as a result.