How to Expand Your Referral Base
How to Expand Your Referral Base
He was asking about the best way to differentiate his product by highlighting benefits. Unfortunately, he was missing the real purpose of a networking event.
When networking, you absolutely want to set yourself apart from the crowd. But a networking event is NOT the place to focus on product or service differentiation; it’s time to focus on PEOPLE differentiation.
How can you differentiate yourself at a networking event and, as a result, get more referrals? By asking non-selling questions. That’s right; stay away from the typical prospect qualifying questions. Rather, ask “comfort questions” and “the big resource question.”
COMFORT QUESTIONS
Comfort questions are questions that most people LOVE to answer. There are two types of comfort questions:
(1) How did you get started in the (fill in the blank) business? People love to tell their story. So give them a chance to tell it. This will set you apart by showing that you are not simply there to make your product pitch or do the business card shuffle.
(2) What do you enjoy most about your business / product / company / industry? This is another question that makes the other person feel as if you truly care about him or her as a person – rather than just another business contact. You’ll build rapport quickly if you ask just a couple of comfort questions back-to-back.
THE BIG RESOURCE QUESTION
Notice that it is singular – resource question, not questions. This question needs no others to really fast forward rapport. The big resource questions
“Joe, how can I know if a person I am speaking with would be a good prospect for you?”
This question serves three purposes: (1) It sets you apart from the “how-can-you-help-me” crowd that you find at most business networking events; (2) It solidifies your conversation partner’s feelings of trust toward you (3) It enhances your credibility as a sincere person.
Notice that you haven’t even mentioned your product or service. And perhaps you won’t at all in this particular meeting. But that’s OK because when you truly establish that rapport and trust with someone, then that person will tell his or her associates about you. Did you know that the average person knows 250 people? So think of it this way: every time you cement rapport and trust with a prospect, you are potentially building rapport and trust with 250 additional people. If you use this approach consistently, you’ll eventually have an endless stream of referrals – not because you did a great job of pitching your product, but because you did a great job of pitching yourself as a trustworthy, sincere person.
How to Expand Your Referral Base - To learn more about this author, visit Vicki Kunkel's Website.
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During a "lunch-and-learn" networking skills presentation that I gave today to a local professional association, one of the participants asked me how to best offer a “value proposition” during a networking conversation.
He was asking about the best way to differentiate his product by highlighting benefits. Unfortunately, he was missing the real purpose of a networking event.
When networking, you absolutely want to set yourself apart from the crowd. But a networking event is NOT the place to focus on product or service differentiation; it’s time to focus on PEOPLE differentiation.
How can you differentiate yourself at a networking event and, as a result, get more referrals? By asking non-selling questions. That’s right; stay away from the typical prospect qualifying questions. Rather, ask “comfort questions” and “the big resource question.”
COMFORT QUESTIONS
Comfort questions are questions that most people LOVE to answer. There are two types of comfort questions:
(1) How did you get started in the (fill in the blank) business? People love to tell their story. So give them a chance to tell it. This will set you apart by showing that you are not simply there to make your product pitch or do the business card shuffle.
(2) What do you enjoy most about your business / product / company / industry? This is another question that makes the other person feel as if you truly care about him or her as a person – rather than just another business contact. You’ll build rapport quickly if you ask just a couple of comfort questions back-to-back.
THE BIG RESOURCE QUESTION
Notice that it is singular – resource question, not questions. This question needs no others to really fast forward rapport. The big resource questions
“Joe, how can I know if a person I am speaking with would be a good prospect for you?”
This question serves three purposes: (1) It sets you apart from the “how-can-you-help-me” crowd that you find at most business networking events; (2) It solidifies your conversation partner’s feelings of trust toward you (3) It enhances your credibility as a sincere person.
Notice that you haven’t even mentioned your product or service. And perhaps you won’t at all in this particular meeting. But that’s OK because when you truly establish that rapport and trust with someone, then that person will tell his or her associates about you. Did you know that the average person knows 250 people? So think of it this way: every time you cement rapport and trust with a prospect, you are potentially building rapport and trust with 250 additional people. If you use this approach consistently, you’ll eventually have an endless stream of referrals – not because you did a great job of pitching your product, but because you did a great job of pitching yourself as a trustworthy, sincere person.
How to Expand Your Referral Base - To learn more about this author, visit Vicki Kunkel's Website.
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Joe DagerJoe Dager is President of Business901, a progressive coaching company providing no-nonsense direction in areas such as Lean Six Sigma Marketing and organized referral marketing. What others say: In the past 20 years, Joe and I have collaborated on many difficult issues. Joe’s ability to combine his expertise with “out of the box” thinking is unsurpassed. He has always delivered quickly, cost effectively and with ingenuity. A brilliant mind that is always a pleasure to work with.” - James R. If you want to learn more about Business901, start a conversation with us. We can be found @ Web/Blog: Business901.com Web/Blog: FundingYourNonprofit.com LinkedIn Profile Follow me on Twitter - Visit Joe Dager's Website |
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