Selling to Small Business Part II - The Power Of Your Network

Guest Contributor: Jordan Arron
Jordan's Posts - (416) 973-2510


In my first article posted on EvanCarmichael.com I briefly touched on connecting people in a network together. I want to expand on this idea in my second installment. I think that anybody in business understands the importance of networking, and its necessity in order to grow your own business.

One thing I've learned of late is that there are two types of networkers. Those that attend events, meet people, hand out business cards, and those that do all that but actually go back to their office the next day and give a real hard look at how they can connect one person to another.

The thing about the latter is that this extra step does take work, with not necessarily any reward. But the key about having people that really do bounce high volumes of referrals back and forth in a circle is that it is contagious for the reason that it creates obligation, even if nothing materializes out of it.

Once you've received two or three referrals from one person, you can can't help but feel guilty if you don't immediately dig in there and find at least one person you can introduce to them! The point is that I've met many people that we have mutually agreed to do business with, but have yet to send anything between each other months later. I believe that if nothing goes between two people within the first month of the meeting then chances of anything happening there after become almost nothing.

Now as a business owner you're probably thinking that a person like a Banker, Accountant, Lawyer, or Insurance Agent must depend so much more on referrals than yourself. I disagree. There are so many potential new suppliers, partners or even people in other industries that have similar challenges that you have that, without ever getting into this powerful world of networking and referrals you will never know exist.

In the world of small business warming up any sort of lead through a referral makes life so much easier for all parties involved, and I believe if something materializes that it speeds up the sales cycle as well. So give it a try, and the next time you meet with somebody, commit yourself to providing that first referral within one month and see what happens. You certainly have nothing to lose and everything to gain!