Category Archives: Marketing

The VCP Process is the foundation of everything I teach about business networking.
It is why we go to networking events. We don’t go to networking events to “sell,” we go to those events to work our way through the VCP Process.

What is VCP?

The key concept in referral marketing is relationships – mutually beneficial relationships.
However, these relationships don’t just spring up full grown; they must be cultivated and nurtured. As they grow and develop, they evolve through three phases: Visibility, Credibility, and Profitability. The VCP Process describes the creation, growth, and strengthening of all relationships. It is useful for assessing the status of a business relationship to determine where that relationship is in the process of getting referrals. 

VISIBILITY
Visibility is the phase where people know who you are and what you do.

This happens when two professionals become aware of each other and their respective businesses. It could be because of advertising efforts, or through a civic or business association, or through someone you both know. You may become personally acquainted and work on a first-name basis, however, you know very little about each other. 

The visibility phase is important because it creates recognition and awareness.  The greater your visibility, the more widely known you will be, the more opportunities you will be exposed to, and the greater your chances of being accepted by other individuals or groups as someone to whom they can refer business. 

Visibility must be actively developed and maintained. Without it, you cannot move on to the next phase.

CREDIBILITY
Credibility is the phase where people know who you are, what you do, AND they know you’re good at it.

It is the quality of being reliable and worthy of confidence – appointments are kept, promises are acted upon, services are rendered. When you and your new acquaintance begin to form expectations of each other, and those expectations are fulfilled, the relationship enters the credibility phase of the process.

The old saying that “results speak louder than words” is true and very important for building your credibility in the business relationships you are developing within your networks. You cannot buy credibility, you can only EARN it. Therefore, getting to credibility takes time. When you get to credibility, then you can get to the next phase.

PROFITABILITY
Profitability is the phase where people know who you are and what you do. They know you’re good at it, AND they are willing to refer business to you on an ongoing, reciprocal basis.

The relationship that has developed and matured, whether business or personal, can be defined in terms of its “profitability.” If the relationship is mutually rewarding by providing benefits to each party, and both partners gain satisfaction from it, it will endure. Profitability is not found by bargain hunting or by rushing the relationship. It must be cultivated, and similar to farming, it takes patience.

We can look at every relationship we have and determine where we are in the VCP Process with that person. Remember that everything we do, every action we take, will affect our credibility – either positively or negatively, which affects the time it takes to reach the profitability phase.

Time AND Confidence

Getting to the point of profitability in a business relationship takes both time and confidence. The Time-Confidence Curve shows that whatever type of business you are in, it will take time before people have enough confidence in your ability to provide a quality product or service to know that referring other people to you will not hurt their own reputation.

In the video, you’ll see the Time-Confidence Curve by Profession where I talk about the time difference that it takes from profession to profession to reach the critical confidence level. Some professions may take less time to reach the necessary confidence, for instance – a florist may get referrals quickly. While for other professions, such as a financial planner who invests someone’s retirement money, it will take longer for people to have the required confidence to refer their friends and family to them and their services.

It IS a Process

VCP stands for Visibility, Credibility, Profitability. It is NOT a formula. It is not V + C = P. 
It is a process. You go from visibility to credibility, and from credibility to profitability.

It is important to understand the VCP Process to network effectively. It is a mindset that involves the concept of business networking being more about farming than it is about hunting. It is about developing and growing relationships with like-minded people and knowing where you are in the process, V or C or P, with each of your referral partners.

I invite you to share your thoughts about the VCP Process in the comments section.