Secrets to Getting Referrals

Networking groups can definitely help businesses generate referrals. When attending referral-related networking groups, remember that your efforts should not focus on trying to “close a sale. If you want to get business from the fellow members of your networking group, educate these people about some of the specifics of your business and what to look for in order to refer you effectively. Here are some secrets to getting referrals to consider for educating people in your networking groups:

Train your Sales Force

The only way people can pass referrals is if they know as much about your business and you as time allows. No one expects a referral group’s member to be an actual salesperson for all the members; but, if you want referrals, the other members do need to be trained. Thus, the way your introductions are done can substantially impact your results in generating referrals from other networking group members.

Do not generalize

I have heard hundreds of thousands of introductions at business networking events in my 20 years of running a business referral organization. Many people, when outlining what type of referrals they want, use the words “anyone,” “someone” or “everyone.” I don’t recommend it. It is also important to remember that if you are in a group that meets weekly, your presentation should focus on something different each time in order to continue the educational process.

Bring support materials

Have something visual for members to view or leave with. Your chances of staying in their minds long after the day’s meeting are increased. A flier about a product sale or a newsletter from your company are good items to bring. You might also bring samples of an item you carry in your store or place of business.

Break your business down into keywords

When introducing yourself, break your business down into keywords. Each week you focus on simply one aspect of your business. In other words, break your business down into very small pieces. What are the words others will use as search terms about your industry? These are your keywords. You may be tempted to use broad approach-listing all the areas your business covers. Instead, consider that your fellow networkers will learn more about you if you explain one aspect of your business weekly at each meeting.

If you want to get referrals from your networking efforts, remember to train your sales force and provide them the support material they will need to find others searching for you based on your keywords. Chances are, you’ll see a noticeable difference in your results.

2 thoughts on “Secrets to Getting Referrals”

I agree, do not generalize and the specific detail or example proves the general conclusion yet not the reverse. In fact specificity is a super power that reflects self-clarity and boosts credibility and memorability in your messaging. Also ask followup questions to understand more deeply what they meant and why + spur their interest in your response