Put It in Writing to Establish Credibility–Yours & Theirs

By BNI & Referral Institute - Aug 07 , 2008

By Lori Chance

When we see the same people on a consistent basis, it is common for them to become so familiar that we become complacent about building business with them. Following are a few simple ways to use your writing skills to transform your network from a group of people you see each week, into a better, faster and stronger sales force to help you build your business or promote your book:

1. Many networking meetings allow the business professional the opportunity to share about their business. Why not use this time to accomplish two things at once – share with others who your client is AND say thank you to someone who gave you a referral recently? This takes a few minutes of preparation, but is very effective. Here’s how to do it:

a. Write it down at least the day before so that you can read it through and practice it. Make sure what you’ve written has these elements:

• It says “Thank you!” to the person who sent you the business
• It describes the client/prospective customer for your book you received
• It describes how you helped that client
• Say “Thank you!” again to the person who sent the business for helping you build your business or promote your book
• Here’s an example that you might use for your writing services: Today I’d like to thank John Smith for referring Angela to me this past week. Angela is a consultant with about 20 years of experience. She’s tried writing articles in the past, but has never really known how to get started or where to publish them. I was able to work with her not only to create several articles that highlight her knowledge and position her as the expert in her field, but we were also able to identify several publications that cater to the clients she’s seeking. John did a great job introducing me to Angela by telling her how I’ve helped others and making sure she was expecting my call. Thank you John!

b. Remember: because this is really about you and your business/book, this is not a testimonial, but it’s a great way to introduce yourself at a networking meeting.

c. Thanking John Smith, still makes him look great and makes it even more likely that he’ll send another referral to you. Plus, others who hear this will want the same recognition and will work harder to refer you as well. It also teaches everyone more about who a great referral for you really is, and how to help you build your business.

2. Many networking meetings also allow a second time to speak and share testimonials. This is different from an introduction in that it is really about someone else’s business, not your own. But if done well, the results are increased credibility for both of you. Here’s how:

• Write it down at least the day before so that you can ensure it’s truly about the other business and so you can practice it.
• Make sure it’s about the other person and their business – not you
• Include a story about the results they provided or give 3 specific ways in which their services benefitted you.
• Print two copies on your own letterhead and take these with you to the meeting.
• Stand beside the person for whom the testimonial is written, and read it or provide a short overview if time is limited.
• Give one copy to the individual
• Give one copy to the Testimonial Binder Keeper for the group. As more people write down and share their testimonials, this binder becomes a powerful tool the group can use with visitors. If the group doesn’t have one, you might offer to create and manage one for them – thus positioning yourself to be a contact point for others in a very positive way.
  vii. Here’s an example of what that same writer might share as a testimonial: Today I’d like to talk about Jeremiah Johnson. I have had questions about my books for weeks and was worried about what it might take to get them in order. John sat down with me and looked them over. He was reassuring, asked me questions, and really listened. By the end of our consultation, we had a plan in place that helped me feel confident – and saved me money. Not only is John an outstanding CPA, but his people skills make him easy to work with. Thank you, John, for your help!

b. Making sure the testimonial is about how the other person helped you will lend that person credibility. There’s nothing like having a 3rd person talk about us and our business! Writing the testimonial down is like giving a gift to John – he now has something tangible he can take back to his office and show other clients and potential clients. Putting your testimonial on your letterhead gets your name out there, as well. He might even ask if he can quote you on his website or other collateral. Everyone wins!

By helping others build their credibility, you’re also building your own. You might consider using these tools at your next Chamber event or Association meeting – wherever you go to network and generate referrals. How powerful might it be if you stood up and stood out in a way that truly provides value to others – and does so in a way that highlights your written communication skills!!!

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Lori Chance is the author of Who Am I, a self-coaching book for women who want something ‘more’ from life but don’t know where to start, and offers affordable life coaching services to women around the world. Lori also mentors both traditional and creative professionals in BNI, the world’s largest referral organization. To learn more about Lori, visit www.LoriChance.com.