I met a person at a business function recently, we got along well and engaged in some pleasant conversation. Not long after that meeting this person contacted me and asked if I would promote their business to my contact data base. Whilst we seemed to click at the previous meeting I did not consider this person to be someone I knew very well. Their request made me wonder just how many people assume if they have met you at a business function, they can ask you to do something that would normally be reserved for close business associates.
Referral marketers know that simply having a good conversation with someone at a meeting does not make them a good business connection. With referral marketing it’s not necessarily “who you know” or even “what you know”, it’s more about how well do you know the person before you can move to the next step and include them as a powerful ally in your referral network.
Simply put, this means you must not only have a wide network of referral contacts, you must also have a deep connection with the most important people within your referral network. Most networkers strive to make as many contacts as they can so that their network is wide spread. They keep making contacts in the hope that the next person will be the one who will bring just what they need this week, month or quarter.
If you are going to make the effort to develop a wide network, make sure you also spend just the same amount of effort in developing deep connections with each of your potential or actual referral partners. After all, when the time comes for you to ask them to promote you or your products or services, you want to make sure you have a strong connection before you make the request.
If you are going to make a request of someone within your network, consider first, are they a contact or a connection. Based on my experience a contact is someone you know, though you haven’t as yet had a chance to establish a strong relationship with. A connection is someone who you know and trusts you because you have taken the time to get to know them and establish your credibility with them.
Taking the time to get to know your referral partners will earn you loyalty and support, rather than the person who rushes in and asks for assistance prematurely. This person will likely receive little or no support as they are not yet in relationship with their potential referral partner. Like a tall tree, taking the time to put down roots is imperative if you are hoping to grow your business big and strong.
I live in Brisbane, Queensland, in November 2008, we were hit with one of the most vicious storms ever experienced in my lifetime, a one in one hundred event. A 40 metre spotted gum was uprooted and fell over in my backyard, destroying half of my pool fence in the process. After the storm had passed I marvelled at the root system of this magnificent tree, it was shallow and broad, sadly not enough to keep the tree standing in the storm. Be careful this doesn’t happen to you and your business.
To put down substantial referral marketing roots I recommend you take the following actions:
Build solid relationshipsTake the time to get to know people, find out as much as you can about their business and their personal likes and dislikes. Ask what are their goals and aspirations, what are their interests and hobbies, what sport do they follow. The more information you can gather and share the better a relationship you will build. The better relationship you have the better the chances are that you can assist each other in your referral marketing efforts.
Network in the right placesMake sure that you attend the right networking groups for you. What works for one person may not work for another. Whatever you do don’t just join any networking group because someone asks you to. When you do join the group turn up regularly to all the meetings, contribute, build relationships, before you are tempted to ask for an opportunity to do business.
Think about, how can I help you, rather than, how can you help meOne of the most powerful tools in any networking group is to think about how you can help other people first. Share relevant information with your potential referral partners, invite them to other functions that might be of benefit to them, position them favourably with others they need to get to know. Keep in mind that you want to be in a position where you are always able to give them something, remember the philosophy “givers gain”.
Article Contributed by Lindsay Adams, International Speaker with Training Edge International and President of Global Speakers Federation
Website : www.trainingedgeasia.com
Email : Lindsay.adams@trainingedgeasia.com
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