Creating A Referral Machine: Part 4 of 7

Okay, there are lots of potential people with whom to establish a relationship. What about the “HOW”? How can you make this happen?

Yes, there are lots of people. That is generally not the problem. That is seldom people’s shortcoming in creating a referral machine. It is the “how” that trips people up.

In establishing relationships, there are three main categories of activities you need to consider making part of your personal regimen. (1) Giving or adding value to others; (2) Ensuring that you become involved; and (3) Making sure that you are dependable or reliable in what you say and do.

First, when people hear the term “GIVING TO OTHERS”, they tend to conjure up images of dragging out their wallets. That is not the case at all. There are lots of things you can do in giving or adding value to others.

  • Doing business with others.
  • Sending them referrals.
  • Providing them with information.
  • Spurring them on.
  • Introducing them to others.

Each of these things adds value to others. The key part of all of this, however, is that when you add value to others, they cannot help but feel they know you, like you, and trust you. And somehow, they are quietly compelled to return the deed at some point in time.

Second, another means of establishing relationships is getting involved with your community.

Trust this, no matter where you live there are business groups, charities and civic initiatives that could use your time, talent and energy. When you get involved in your community, it raises your level of exposure and it demonstrates your commitment. With these things, people cannot help but feel they know you, like you and trust you, which is exactly what you need to start establishing relationships and to create a referral machine.

Finally, adding value and getting involved are great for establishing relationships. You, however, will undermine the entire process if you are not reliable. With even an innocent infraction of unreliability, you can kill your chances of getting referrals. Be reliable … be on time … do what you say… follow-up, as you promise. And if for some reason you are unable to do these things, alert the person who might be relying on you as soon as possible.

This may all seem like common sense. It is. However, it is not common practice. It has tripped up even those with the best of intentions. Guard against this.

Nevertheless, once you have these relationships established, you can start to put your referral machine to work. That is the subject of Part 5.

Creating A Referral Machine: Part 3 of 7

The important first step to creating a referral machine is establishing relationships. This all begs two important questions: (1) WITH WHOM should I establish these relationships? And then even more importantly, (2) HOW do I go about establishing these relationships?

As to WITH WHOM you should establish relationships, there is no magic or secrets. They are all around you. First, start with the people you already know. Why? The people you already know, presumably already know, like and trust you. Far too often, when people embark on creating a referral machine, they become fixated on people they have never met before.

Think about it. You know tons of people right now – friends from the community or school, former colleagues, existing or past clients. This represents a treasure trove of raw materials with which to work.

Second, develop a list of strategic partners. Ask yourself this – who are the people that do not compete with you, but who run in the circles where you would like to be running? What is the profile of a good potential client for you and who might be servicing them?

Third, everyone is connected. Everyone knows someone who might be a good potential referral for you (although they may not realize it). This is not to say that you need to establish a relationship with everyone. What it does say, though, is do not dismiss anyone. Give everyone attention and respect.

As to HOW, we cover that in Part 4.

Creating A Referral Machine: Part 2 of 7

Just because you want this referral machine does not mean that you get it. You have to build it using a three-step process to do so.

1) You start by establishing relationships.

2) Then, within those relationships (which is essentially a network of people), you empower them to not just understand what you do, but how to talk about it.

3) Finally, you remain in continual contact to appropriately guide and readjust the process. Yes, this takes work, but in the end the rewards far outpace the effort.

The foundation on which you will create a referral machine is the relationships you have with others. This is the most important point: people do business with and refer business to those that they know, like and trust. Those who get the most and best referrals are simply those who have the best relationships. They are widely known, highly liked, and implicitly trusted.

We will cover this process in greater detail starting in Part 3.