Training Referral Sources to Generate Referrals for Youstring(55) "Training Referral Sources to Generate Referrals for You"

March 25, 2013
, , , , , Collaboration, Marketing/Sales, Networking, Networking Prep, Networking Tactics, Referral Incentives, Referrals, Relationships, Sales, Strategy, Success, Word of Mouth 3

If you interact with your clients, customers, referral sources, and contacts with a referral mind-set, show them that you are a giver, help others, and continually and strategically give referrals, you’re modeling the behavior you want others to exhibit toward you.  By itself, however, that’s not enough to train them to give you referrals.

Contacts who are not involved in your strong-contact network may not be aware of what is involved  in the kind of true referral networking that you are conducting.  Often you will have to coach them as you go, letting them know exactly what you are doing, why you are doing it, and what they may expect from your efforts.

Let’s say you’ve heard about a colleague whose stolen credit cards have been used to run up some big charges: “Stephanie, I’ve been talking with a colleague about your identity-theft problem and have arranged for him to send you a number of internet links that will help you quickly straighten out your credit problems.  I also know a lawyer who specializes in this field.  Would you like for me to contact him for you?  I hope you’ll keep me updated on your progress, and let me know if there’s any other way I can help.”

Similarly, if you’re passing a referral to an untrained but potentially valuable referral partner, let him know exactly what you’re doing and suggest ways he can reciprocate: “Jim, I know a specialist who provides the exact services you say you need.  I’ve known him for fifteen years and have used him many times.  He’s good, and he’s trustworthy.  May I ask him to call you?  And by the way, if you know a general contractor who constructs steel-frame buildings in the Valley and can use the new kind of fasteners I sell, would you please consider giving me a referral?”

By talking openly about what you’re doing, you’re not only modeling the behavior you want from your potential referral partner, you’re getting him to think about it, which is an essential part of learning.  You’re also asking him to practice it in a way that will help him repeat the behavior later.  It’s not a guarantee that he will reciprocate, but it makes it more likely that he will get the idea and respond in kind–at first, out of simple gratitude; later, out of the realization that a continuing referral relationship is good business for both of you.

One of the best ways to train a referral source is to go to a professional referral-training seminar and take your source with you.  This way, you will both be trained by an expert and will be speaking the same language–the language of referrals.

If you have an additional tactic for training referral sources to generate referrals for you, I’d love to hear it.  Please share it in the comment forum below. Thanks!

The 3 Networks You Need to Join If You Haven’t Alreadystring(60) "The 3 Networks You Need to Join If You Haven’t Already"

March 4, 2013
, , , , , , Advertising, Author, Behavioral Style, Behavioral Styles, Book, Building Relationships, Business, Connections, Networking, Networking Prep, Networking Tactics, Online Networking, Referrals, Relationships 2

In the book Room Full of Referrals (click here for the paperback edition and click here for the Kindle edition) which I wrote with Tony Alessandra and Dawn Lyons, we talk about the Top Ten Referral Marketing Basics and number one is:

RfOR

Belong to Three Different Networks

  • A Service Network like the Rotary Club, for example.  Service clubs are devised for just that, to provide service to an organization.  Your main reason for joining a service clubwould not be to gain business.  Most people truly believe in what the organization is doing and have a passion for it.  While your main goal is to serve the community or organization, you will also be building relationships and, yes, business may come to  you through this group.  However, it should not be your main reason for joining.
  • A Casual Contact Network, like a Chamber of Commerce.  Casual networks provide a way for you to meet a larger amount of people at one time.  There are less restrictions with this group, and they mainly do large mixers.  A key benefit to the casual contact networks is that you can meet people who would be good referrals for your referral sources.  Having a large sphere of influence is important in your being able to give lots of referrals on a regular basis.
  • A Strong Contact Network, like BNI. Strong contact networks like BNI provide exclusivity.  For example, only one person per profession is allowed to be part of the group.  They also incorporate more structure and commitment from their members, which in turn greatly increases the amount of loyalty and participation.  These groups are designed to gain referral business.  The key is to only belong to one of these types of groups to ensure follow-through, commitment and loyalty.

When you create a strong referral network, you’ll want to be able to give lots of referrals to them as well.  You’ll need a wide sphere of influence within which you have substantial credibility, so as they need things in their life, you can refer them.  It’s as Referral Institute® Partner Mike Macedonio states in the book:

“It is not just the breadth of the relationships that you have, it’s the breadth and depth of the relationships that are the most important.”

Being involved in three different networks will give you breadth–all you have to do is create the depth! 

What are you going to do this week to expand your networking involvement to include all three networks and to deepen your relationships?  Please share your thoughts in the comment forum.