After a recent speaking engagement I did, a woman appoached me and asked my advice on the dilemma of getting qualified referrals for a “difficult to refer” business. She was passing as many referrals as she could to others, but because her business seemed to revolve around such a niche market, the business referrals she was receiving were slim to none, and she was starting to get discouraged.
I referred her to an article I wrote a few years back that addresses this exact predicament; and since I’m sure some of my blog readers are in businesses that are more difficult to refer than others, I thought I’d shed some light on the subject here. For networkers in businesses that don’t easily generate word of mouth, there is hope for your company because there are still ways you can successfully network and build your company’s reputation.
Years ago, I learned that speaking engagements are a great short-term approach to getting new business while you’re working on the long-term process of word of mouth. You see, when you schedule an appointment with someone you think might be interested in what you’re selling, that time you spend with them–usually an hour–is very important. Well, imagine having that same one-hour appointment with 20 to 50 businesspeople in your community, all at the same time! In effect, that’s what you’re doing when you’re asked to make a presentation at various clubs and organizations.
So, how do you go about getting on the calendars of these business and service groups? It isn’t as hard as you might think. With a little creativity, you can put together a presentation that will be informational, educational and even entertaining. Most important, you can get referrals from people to help you get in front of them. Usually program chairs are scrambling to find someone different, engaging and interesting to come in and present to the group. Your job is to help them find you!
To see a sample of the letter I used to send to program chairs when I owned a consulting firm, click here to go to the article. Getting speaking engagements can make your company easy for anyone to refer and it can also get you a lot of clients while you’re busy building your business.
If you have any comments or thoughts on other techniques that are useful for businesses that are “difficult to refer,” I’d love to hear your feedback.