Like this article? PLEASE +1 it! Evan Signature
Evan Carmichael Top Header
Share for a Cause









The Networking Trick That'll Increase Business

Written by: Ivan R. Misner

Article Overview: Start referring your contacts to other professionals and watch your business grow. When I was just starting my consulting business in the early '80s, I knew that I wanted networking and referral marketing to be a major part of my business development strategy. One of the biggest questions I had in mind at the time was, "How do I generate referrals for other people?" Today, I'm asked that question a lot, and so I suspect that many of you might have that same concern. I'd like to share with you just one of the techniques I used that had a huge impact on my ability to provide quality referrals to others--which, of course, led to me getting referrals.

Free Download - Sorting Out Who's Who By Ivan R. Misner
Name: Email:

The Networking Trick That'll Increase Business

When I was just starting my consulting business in the early '80s, I knew that I wanted networking and referral marketing to be a major part of my business development strategy. One of the biggest questions I had in mind at the time was, "How do I generate referrals for other people?"

Today, I'm asked that question a lot, and so I suspect that many of you might have that same concern. I'd like to share with you just one of the techniques I used that had a huge impact on my ability to provide quality referrals to others--which, of course, led to me getting referrals.

I wanted to be the person others came to if they needed a referral for anything--the "Go-To Guy." Today, a person like this is known as a "gate keeper" of referrals. To become known as a gate keeper, one of the things I did was to compose a letter that was sent out to my client list several times a year. Today, you could send out a quick e-mail to your database, but send it at least once a year as hard copy just to stand out from everybody else who's e-mailing your clients. I've excerpted a sample letter below:

Dear _______:

I really believe in the process of referrals, and 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 in. 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 reading 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. I wanted to build relationships, not just become a glorified Yellow Pages. I wanted to become known as an effective networker, and that was done by making the connections myself.

I was trying to increase my visibility and establish my credibility throughout the community. One way of establishing credibility is to help other people attain what they want before you start asking them to buy your product or services, or expect them to make connections for you that'll further your goals.

I sent this letter out to all my clients (and prospects) four times in the first year. I didn't even get one response until the third time. After the third time, the floodgates opened and I got responses every time I sent it out. Eventually, I no longer had to send it out multiple times each year because I had finally cultivated the reputation for being a gate keeper. People began to come to me because of the reputation that I developed for knowing many businesspeople in the community.

What began to happen was that others would ask someone on my client list, "Who 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 gate keeper is huge for any entrepreneur seeking to grow his or her business with word-of-mouth marketing. It's a strategy that gets people to not only 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.

In addition, the people on that list of professions worked hard to reciprocate and send people my way as well. They were another part of the equation in the process. In time, even they would begin to come to me when they needed a referral for something. (Be sure to copy your letter to each professional represented on that list, letting them know that you're going to be sending business their way.)

As I developed my mailing list, I would drop certain people off it with whom I didn't have any further contact. One time someone who had been dropped from my list called, stating that he missed the letters! He had needed a referral for a certain business and had to look up an old letter of mine he had kept on file. I actually ended up doing some business with him as a result of this incident.

This is just one technique to consider when building your business through referrals. It's a "touch point" that puts you in contact with your clients and prospects in a way that fosters different dynamics than when you're trying to sell to them. You have something they need in the form of referrals and contacts. 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 with each other as a result.
________________________________________
Dr. Ivan Misner is the Founder and Chairman of BNI, the world's largest business networking organization, which has more than 4,600 chapters in 37 countries. Dr. Misner is also the author of several books, including the New York Times bestseller TRUTH OR DELUSION? (www.truthordelusion.com), and he is the Senior Partner for the Referral Institute (www.referralinstitute.com), a referral training company with operations around the world.

Related Articles
  Think Like Your Audience When Networking With a Successful Elevator Pitch
  Networking Mistake Myopia
  Closing - No Tricks Required
  Not everyone is the same in marketing
  Are Business Networking Referrals Critical Business Strategies Within Your Strategic Plan?

Home > Marketing > Ivan R. Misner > The Networking Trick Thatll Increase Business
Article Tags:

About the Author: Ivan R. Misner
RSS for Ivan's articles - Visit Ivan's website

Dr. Ivan Misner is the Founder & Chairman of BNI, the world's largest business networking organization. BNI was founded in 1985. The organization has over 5,800 chapters throughout every populated continent of the world. Last year alone, BNI generated 6.5 million referrals resulting in $2.8 billion dollars worth of business for its members.

Dr. Misner's Ph.D. is from the University of Southern California. He is a New York Times Bestselling author who has written twelve books including his latest #1 bestseller Networking Like A Pro.

He is a monthly columnist for Entrepreneur.com and is the Senior Partner for the Referral Institute - a referral training company with trainers around the world. In addition, he has taught business management and social capital courses at several universities throughout the United States.

Called the "Father of Modern Networking" by CNN and the "Networking Guru"  by Entrepreneur magazine, Dr. Misner is considered one of the world's leading experts on business networking and has been a keynote speaker for major corporations and associations throughout the world. He has been featured in the L.A. Times, Wall Street Journal, and New York Times, as well as numerous TV and radio shows including CNN, CNBC, and the BBC  in London.

Dr. Misner is on the Board of Trustees for the University of La Verne. He is also the Founder of the BNI-Misner Foundation and was recently named "Humanitarian of the Year" by a Southern California newspaper. He is married and lives with his wife Elisabeth and their three children in Claremont, CA. In his spare time!!! he is also an amateur magician and a black belt in karate.



Click here to visit Ivan's website
Dashed Line

More from Ivan R. Misner
Making WordofMouth Marketing Work for You
Specialists Win More Referrals
The No 1 Way to Grow Your Business
How Deep Is Your Network
Managing Your Business Cards


Related Forum Posts
Re: Make Friends...Literally BUILD them! Re: Make Friends...Literally BUILD them! - I agree! Networking is definitely the key word here. What does everyone feel about the different Networking platforms out there? Twitter Facebook LinkedIn what are some others?
My entry My entry - 1. The Best Business Books Ever: The 100 Most Influential Business Books You'll Never Have Time to Read - this is a fascinating book about the history of Business theory, and I'd recommend it to anybody. 2. The Big Book of Small Business: You Don't Have to Run Your Business by the Seat of Your Pants, by Tom Gegax. Ditto. 3. PADI: The Business of Diving Book Okay, so this book won't be of use to anyone who doesn't want to start a scuba store, but I did, and this book was of course invaluable to me in reaching that goal.
Re: How can a social networking site make serious money? Re: How can a social networking site make serious money? - Hi There, It is quite interesting, that some Social Networking do produce an income. I think testimonials are always a benefit to share. See one below: This Social Network has changed my life! Every night is a Friday night and everyday is a Saturday!! Because of it, I have been able to leave the workforce 10 years early.It has given me back my life. Many of us would like to retire early. I am sure there are many more. The point is of focusing with great determination. The ongoing challenge is to stay focussed and not be sidetracked into a newer scheme or so. Also I have read, during this financial turmoil, more people turn to Social Networking for various reasons.
Re: Make Friends...Literally BUILD them! Re: Make Friends...Literally BUILD them! - [quote="burnsrunner":1zobscwk]I agree! Networking is definitely the key word here. What does everyone feel about the different Networking platforms out there? Twitter Facebook LinkedIn what are some others?[/quote:1zobscwk] I am on Twitter and Linkedin, have not joined Facebook yet as my time is fairly limited and one needs a lot of time to devote to all these various networking platforms. Unless you do this full time (the networking I mean). MichelleJ
2007 Goals 2007 Goals - My yearly goals for December 2007: 1. Add 10-15 new "ideal" clients to our client roster 2. Increase revenues by $500,000 3. Average at least 1 paid speaking engagement per month.


Share this article with your friends. Fund someone's dream.

Leave a comment below or share on the left and you'll help support entrepreneurs in Africa through our partnership with Kiva. Over $50,000 raised and counting - Please keep sharing! Learn more.



Featured Article


Bottom Footer
Share for a Cause












Newsletter

Get advice & tips from famous business
owners, new articles by entrepreneur
experts, my latest website updates, &
special sneak peaks at what's to come!
Name:
Email:
Popular Articles

Intro to Search Engine Optimization

Qualities of Leadership Part 1

Emotional Intelligence in Business

Suggestions

Email us your ideas on how to make our
website more valuable! Thank you Sharon
from Toronto Salsa Lessons / Classes for
your suggestions to make the newsletter
look like the website and profile younger
entrepreneurs like Jennifer Lopez.