letter | Dr. Ivan Misner®

One of the most common networking questions I get asked is, “How do I generate referrals for other people?” Well, this same question is exactly what I was asking myself in the early ’80s when I was just starting my consulting business. I came up with a technique that had a huge impact on my ability to provide quality referrals to others–which, of course, led to me getting referrals.

Photo courtesy of Gualberto107 at FreeDigitalPhotos.net

I realized that I needed to be the person whom people came to if they needed a referral for anything–the “gatekeeper” of referrals . . . the “go-to guy.” So I composed a letter that I sent out to my client list several times a year. Today you could send out a quick e-mail to your database, but you should send it at least once a year as hard copy just to stand out from everybody else who’s e-mailing your clients. Here’s a sample letter:

Dear________:
I really believe in the process of referrals, so part of the service I provide is to be sure to refer my clients and associates to other qualified businesspeople in the community.
Attached is a list of areas in which I know very credible, ethical and outstanding professionals. If you’re looking for a professional in a specific area I’ve listed, please feel free to contact me. I will be glad to put you in touch with the people I know who provide these services.
Sincerely,
Dr. Ivan Misner

Notice when you read this letter that I just listed professions; I didn’t list names and phone numbers. I wanted my clients to contact me so I could put the referral and the contact together–so I could build business relationships through being the go-to guy. What began to happen was that others would ask someone on my client list, “Whom do you know who does XYZ?” If they didn’t know anyone, then they would send that person to me.

The importance of becoming a gatekeeper is huge for anyone seeking to grow a business with word-of-mouth marketing. It’s a strategy that gets people not only to contact you for a referral, but also to open up a dialogue with people about what your business is all about and how you can help them. This, in turn, leads to more business with existing clients and new business with prospects.

Allow this to open the door for reciprocal sharing and giving. You’ll be amazed at how much more business you’ll find you’re able to do as a result.

Years ago I wrote about a great technique to get people to come to me for their referral needs. However, I recently saw a modern twist to this great idea that I’d like to share with you today.

Here’s a little background information on the original concept:

Since the late ’80s I’ve been training people to use a little networking trick that will enable them to give referrals to more people (which of course leads to getting more referrals for themselves). I talk about this trick in one of my early columns for Entrepreneur.com as well as a blog I wrote last year entitled: Use This Networking Trick to Increase Business.

In a nutshell, the technique is to compose a letter that you give to your clients and contacts which states that an important part of your business is to give referrals to people looking for services that you recommend (you can find a more detailed explanation, along with a sample letter, by clicking on the link given above).

Here’s the interesting, modern twist:

Terry Burkot has created a 21st century version of this same networking technique by adding video to the equation. She still sends a personal message to all the people in her network; however, she doesn’t write a letter, she instead sends a video message which really utilizes the tools we have available to us in this world full of constantly-evolving technology.

Terry used my idea (which was so last century :)) and really improved on it. Well done, Terry!

I’d love to hear your comments on what you think of this modern twist to networking.