In my book, “Work Your Network With the 4Cs,” my co-author Dr. Oudi Abouchacra and I share The Four Cs, which are the foundation of all relationships. I believe that understanding each of them is critical to generate referrals for your business.
The First “C” is Competence
In terms of business and referral marketing, it is important to remember that no one ever refers their friends and family to people who they don’t believe are competent. When it comes to our own business, competence needs to be established first and foremost. The more we demonstrate competence, the more likely our reputation will help us become credible, so that we ultimately earn the trust of others.
Competence relates to how you conduct yourself professionally, how well you do your job, and whether members of your networking group perceive you as competent. They do business with you when there is certainty that you are good at your job. People won’t refer you to others if they feel that you are going to let them down. After all, their reputation is at stake when they give you a referral.
Competence, or your ability to do something well and effectively, is critical to reaching the confidence point on the Referral Confidence Curve.
You also build competence within your networking group by educating your fellow members about the different aspects of your products or services. Make your weekly presentations interesting. Teach them how they can identify potential clients and customers for you. Tell them how your business and your expertise help solve people’s needs and improve their lives. Your knowledge and eloquence while educating your referral partners (NOT selling to them) will inspire confidence so that your name comes to their mind when a referral opportunity arises.
Remember, people do business with people they know, like, and trust. The 4Cs affect the referral quality, and quantity, within your network.
Competence is crucial to secure strong referrals and achieve business success.