email | Dr. Ivan Misner®

We are designed to empathize with and endear those who are in our direct line of sight. We rely on personal interaction as a reminder of the people in our professional networking world. In business we cannot afford to be in the category of “out of sight, out of mind”.

Five Ways to stay visible to your customers, prospects, and referral network

Email – One of the easiest forms of communication can also be the least effective. Emails are quickly dismissed because they take such little effort, and we receive so many of them. Because most of them are solicitations, avoid sending out only “spam”. Be sure that your emails offer value and always make them as personal as possible so you don’t unintentionally irritate your friends and business associates.

Phone – That goes for texting too – make them as personal as possible. Most people can tell if the message is a “group” blast rather than personally tailored to them. Some will take it as a friendly reminder that they wanted to talk to you, however, many will just hit delete when they realize you’re making a generic sales pitch. Remember that your phone also makes calls, and you can actually talk on it. Sometimes a 5-minute call to a client from their business consultant (you) will go far to create loyalty with your company.

Social Media – Whatever your social media preferences are, you’ll want to be active on those platforms with three to five posts each week. Moreover, only one-third of your posts should be focused on business. Why? It is possible to have hundreds of connections without any real friends. They want to know you as a person first, then as someone who has passion, and finally as a businessperson who shares about their profession.

Face-to-Face – As we have more opportunities for in-person interactions, look for occasions to meet with referral partners. Perhaps it is sharing a meal while strategizing how to help each other’s business or stopping by your customer’s shop to say hello while you are in the area.

Thank-you Cards – Ahh, the forgotten art of a handwritten note! Think back to the last letter that you received in the post or mail. How did you feel reading the words that someone took the time to write especially for you? It is easy to do and so appreciated. One suggestion is to keep some blank thank you cards and envelopes with a stamp on them in your briefcase or vehicle. Write the card immediately after the meeting or appointment, then drop it in the nearest mailbox.

Are you easy to ignore? If so, you had better do something about it. Knowing the preferred communication style of your clients and referral network as you implement some of these ideas will help you stay visible and remembered.

In our latest book, Networking Like a Pro 2^nd Edition, Brian Hilliard, the co-author of our book discusses making a brief addition—a P.S. message—to your email signature. It is easy but is not used very often. At the end of your automated signature, include something like this:

P.S. A great referral for me would be someone who brings in speakers for their organization. If you know someone who needs a speaker in the areas of Marketing, Mindset, and Personal Achievement, I’d appreciate it if you mention my name. Thanks!

A message very similar to that goes out on all of the emails from Brian Hilliard. The number of referrals those simple words generate is surprising.

If you really want to kick it up a notch, then consider changing your message every two or three months. This can be especially useful for people who work in industries that are seasonal. In March, you’re asking for one type of referral, and then in June, you’re mentioning a different one. Furthermore, this helps keep your message fresh and gets people to pay attention to your email signature!

Referrals do not happen overnight. Referrals take a great deal of time and thought. It takes a good bit of energy put toward deepening the relationships of those around you. When you get organized and structure your referral-generating activities into a formalized strategy like we outlined above, you will absolutely find an increase in referral-based business. Good luck!