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How to Generate Endless Referrals From Your Networking Activities

Written by: Kevin Lawrence

Article Overview: Building a business takes patience, perseverance, and lots of hard work. And selling yourself to potential clients and contacts can often be the most difficult part of the whole process. It's good to meet new people and tell them what you do, but it's not enough. People are much more likely to become loyal contacts or clients if they see the actual benefits of doing business with you. It's great to be nice and likeable, but this often leads to nothing but smiles and handshakes. That's why it's so critical to build people's trust by explaining and demonstrating how you can solve their problems. People are always thinking, "What's in it for me?” Show them, don't tell them.

How to Generate Endless Referrals From Your Networking Activities

Building a business takes patience, perseverance, and lots of hard work. And selling yourself to potential clients and contacts can often be the most difficult part of the whole process. It's good to meet new people and tell them what you do, but it's not enough. People are much more likely to become loyal contacts or clients if they see the actual benefits of doing business with you. It's great to be nice and likeable, but this often leads to nothing but smiles and handshakes. That's why it's so critical to build people's trust by explaining and demonstrating how you can solve their problems. People are always thinking, "What's in it for me?” Show them, don't tell them.

Here are ten simple ways to make sure your potential clients and contacts understand how uniquely helpful you can be:

1. Introduce yourself in a compelling manner.
You only have about 15 seconds to get a new person's attention and respect. And first impressions are so important -- if you don't impress at this point, you may not get a second chance. Just think about it. If you were an accountant, you could introduce yourself by saying:

1. "Hi. I'm Adam Smith, and I'm an Accountant with Big Accounting Firm." or
2. "Hi. I'm Adam Smith, and I help people like you to better manage their expenses so they have more money left at the end of the month and less tax to pay, which allows them to retire earlier."

Who would get your undivided attention? Which accountant do you think people would be willing to pay more to meet with? The second example uses a "Personal Benefit Statement" (PBS) -- a brief statement of the benefits people could receive if they chose to do business with you. In other words, what's in it for them! Create your own "PBS" and use it, always -- people will be more interested in what you offer than ever before!

2. Have business cards and other marketing materials on hand at all times.
This sounds so simple, but often people are not prepared. Keep lots of cards on you, and ensure that they accurately describe what you can do for people. Networking happens in lots of places, at scheduled and unscheduled times, so business cards are the most convenient (and inexpensive) networking tool you can use. It's essential that you always have business cards in your pocket, briefcase, wallet, purse, car, and at home. It's tough to conduct business with someone you meet if they don't remember your name and what you can do for them. When opportunity knocks, be prepared to answer!

3. Build Relationships.
The better you know someone, understand their business, and realize how they can help you, the more likely you are to deal with them. We generally feel more comfortable working with people we like and know. That's why it is essential to establish "real" connections with individuals you meet while networking. Learn as much as possible about them; ask questions and listen attentively -- don't just tell prospects how great you are. Be curious about people and what they do. The better you understand them and their particular needs, the more they will be inclined to let you help them.

4. Give Prospects a Sample!
People are usually hesitant to try a new company or product for fear that they will have a bad experience. So, make it easy and risk-free for them: give them a sample. Offer to get together for a free thirty minute consultation, provide one month of free service, meet for coffee and learn more about them and their business, or give them a free "taste" of your product. This shows your confidence and should provide the weary or skeptical with a legitimate reason to give you a "shot."

5. Use Client Testimonials
Nobody is better equipped to tell potential customers about the experience they can expect from working with you than your existing customers. Have your satisfied customers write letters and provide quotes explaining specifically how you have helped them. These genuine words from real-life beneficiaries of your great work are invaluable. Testimonials created by credible third parties are powerful marketing tools -- that is, if you take them out of your files and show them to people!

6. Follow up.
Most often, when you meet someone once, you will soon be forgotten. That's why the key to successful networking is perseverance: Make and continue to make contact. Keep in touch regularly -- just like you would with a customer. Let prospects know what your company is doing, how it is helping other people, and how it can help them. Invite them to call you for information. Follow up on that referral you sent. Always gather more and more information that could allow you to serve a person better. Consistent communication builds strong relationships.

7. Ask for what you want.
When speaking to other people, be specific about the kinds of businesses you can help. Don't say: "If you know of anyone who needs (for example) a graphic designer, just give us a call." It sounds nice, but a general statement like this won't usually get much response. A more powerful statement would be: "We are looking for anyone you know who works in music marketing departments who could use help with the graphic design of posters, CD covers, and artist promotional information. If you know of anyone, please call us." This obviously narrows the focus. It's much easier for people to think of one or two specific contacts than "anyone they know."

8. Focus your networking efforts.
Some contacts are more likely to provide you with the business you want than others. And remember: People often refer people who are like themselves. You may not want referrals from undesirable clients or contacts -- so don't pursue them! Certain businesses can help you on a regular basis by providing referrals and sharing information. These are usually firms that offer products and services that compliment your own. For example, a financial advisor and an accountant could get lots and lots of referrals from an estate lawyer; every client of the lawyer's is a potential client for the accountant and the financial planner. Get the best return on your limited time by focusing your networking efforts on the businesses that could best help you generate "good" referrals. Build strong relationships with these contacts.

9. Be a contact for contacts.
Don't hide your resources. Share information about good suppliers, new technologies, and "bad" clients. This is all information you and others need to run your businesses effectively. Be sure to recommend proven contacts that you have confidence in or, if you don't, be sure to tell people that, "I've never dealt with them, but I do know that they provide the service you are looking for. Check them out carefully yourself." Help other business professionals, and they will help you.

10. Develop a database in order to help keep track of information about your contacts.
Manage your contacts well by organizing the information you gather about them. Given the amount of information you process mentally every day, it is impossible to remember everything. Keep good contact records. Besides the usual name, address, and phone number, include information about hobbies, birthdays, anniversaries, and so forth. This information may seem trivial, but when you remember a client's, supplier's, or prospect's birthday and no one else does, YOU will be remembered. Using a database should help make it easy for you to keep in touch with your contacts via fax, mail, email, or by any other means. It is next to impossible to do this any other way!

Very few people realize the power of the preceding approaches. By now, you should. So, make a few changes and see the results for yourself! If you want a free copy of our report, "The Ten Essential Things You Need To Know About Your Customers," or if you'd like to obtain more information regarding how your clients really feel about dealing with you, just call our office in Vancouver at 604 313-2229, or email your request to info@SynergyU.com. If we can't assist you ourselves, we'll direct you to somebody who can. Call 604 313-2229 if you have any questions at all. We may not have all the answers, but we'll help you find them.

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