In the military there is a saying that intelligence drives missions and missions drive intelligence meaning that good intelligence allows for the planning of good missions and that those missions, if the soldiers execute the plan correctly, should provide new intelligence. Thus creating a never-ending cycle.
Our business networking should work in the same manner. Quality networking should provide quality business. That business then should provide new quality networking. Unfortunately, that is now how it works for many business people.
As business people we put in countless hours attending networking groups, chamber events, professional organization meetings and conferences, church events, and a myriad of other social events where we network to build relationships in the hopes of being introduced to our next biggest client. And when we get that client we are really excited that all our hard work paid off. So what do we do? We do what worked before keep attending all the meetings to find another new client.
But what about the new client we just got? Many times that new customer stays in the realm of customer instead of being integrated into our already successful referral network. Many times we assume that if we provide high quality service to our new client they will naturally send referrals to us. But we forget that we trained our referral partners how to refer to us, so we really need to train our clients to refer to us as well.
Here are three things you can do to get your clients referring to you.
1. Take Them to Lunch
Now when you do this you need to make sure that you don’t use this opportunity for face time to try to up sell them or talk about their account. This meeting should be all about them and learning about their business and building a referral relationship, not a client vendor relationship. Here are a couple great questions that you can ask.
“What is your Unique Selling Point? Sum up for me why people would come back to you for more. Savings? Service? Skills???”
“How can I help you find referrals? What type of companies would be good for you to get an introduction to so you can share clients?”
Your new budding referral partner may not be sure how to answer these questions, specifically the one about who is a good introduction for them. The normal answer we hear is “Anyone is a great introduction!” Coach them through the thought process so they understand what you are looking for.
2. Give Them Referrals
Remember, developing quality referral partners (in most cases) is all about helping them so that they will want to help to help you. When you give referrals make sure they are quality referrals, people who have interest in your clients product or service and most importantly is expecting a call from them and looking forward to it.
3. Invite Them
If you attend networking events or are a member of a networking group like BNI, invite them to attend with you. Introduce them to your referral partners. When you invite them don’t focus on trying to get them to join, focus instead on introducing them to potential referral partners for them and making it a profitable use of their time.
Building a referral relationship with your clients is a great way to build your business but is also a fantastic way to impact your client retention. Clients are willing to pay for a product or service if it is providing value. Client vendor relationships should not be all about taking it should be about giving and then benefiting from what that giving creates.
Successful networking is a never-ending cycle, are you helping that cycle continue? Or are you stopping the cycle prematurely?
