You Shouldn’t Have to Sell to Your Referral Sources!

By BNI & Referral Institute - Mar 02 , 2009

By Paula Frazier

Building your publishing business by referral requires that you build your networks, educate your networks, and motivate your networks, so you can activate your networks.

Whether you’re in front of one person or one hundred people, you are always in a position to build your network. We walk into conference rooms and association meetings every day. We’re so focused on the task at hand that we are blind to the possibilities that are right in front of us.

All too often we attend book industry events and abandon our intention to network so we can hang out with some of our favorite people—which is fine, if you already have all the business and projects you can need. Most of us don’t.

We should be dialoguing to discover each person’s potential to be a valuable member of our network rather than qualifying and disqualifying them as prospective clients. So you run into your competition—commiserate and celebrate together. Attendees are more than transactions. They can supply you with information, support, referrals, and so much more.

So if you’re interested in developing someone as part of your referral network, you must properly educate them. Referral Institute is an international training and consulting company whose mission is to help people create Referrals For Life™. Participants in Referrals For Life™ don’t just attend referral marketing workshops alone. They are encouraged to invite the members of their networks to help educate them.

In order for others to help you send your word-of-mouth message, they should at least know:

1. What is your clear, repeatable, memorable message?
2. Who would you like them to share it with?
3. How can they easily introduce someone to you?

Just like those television commercials about cell phone plans, you’ve got all these people that are “in” your network. They know you, like you, trust you, and understand how to effectively refer you. The question most of them won’t dare ask you (though some will) – what’s in it for them?

A great way to motivate your network is to bring the members of your network together by hosting an event. Social and business settings are equally effective. It’s up to you to make them enjoyable and purposeful.

As with anything, the key is in the follow up. Connect with each individual to let them know you appreciate their support. Get face-to-face and focus on their publishing goals. Be sure you have a full understanding of how you can help them. Show them how great it feels to be in a giving relationship by offering them the things they need to build their businesses and enhance their lives.

The true strength of your network is demonstrated when you attempt to activate it! Testing your network means you are testing your relationships. It can be very scary and very revealing. You’ll know you’ve invested enough when you ask and they say “YES.”

In the first few months of their participation, some of my Referrals For Life™ clients get discouraged when they invite members of their referral network to attend a workshop with them and the response is “NO.”

Guess what the top two objections are – Time & Money. Money quickly becomes a non-issue because referral partners are typically invited as guests. Assuming these folks care about you and your business, what does it mean when they’re not willing to gift you with a couple hours of their time?

I asked one of my clients, Bill Figaro, this same question. He said that it’s been his experience that people are very comfortable doing business the way they’ve always done it because on some level it works – even if it doesn’t produce desirable results. They are resistant to change. Doing business by referral means “giving, in order to receive,” which is definitely not the norm. I think Bill is on to something.

Time and money are classic SALES objections. You shouldn’t have to sell to your referral sources – and I don’t mean products and services. I mean YOU!

If someone that trusts in you and your abilities isn’t willing to invest a minimal amount of time into something that will benefit you both (after you’ve properly educated and motivated them), you’re asking the wrong person – PERIOD! They should already be SOLD!!!

Your net worth is directly related to the strength of your network when you are marketing your business by relationship.

______________________________________________________________________________

Paula Frazier is a referral marketing trainer, consultant and keynote speaker. She is an Executive Director for BNI and part of a select team of Master Trainers for Referral Institute. Paula’s business networking articles have been published internationally. She is also acknowledged in the New York Times best seller, Truth or Delusion – Busting Networkings Biggest Myths. Check out #33, Delusion with a Twist! Paula can be contacted at paula@referralinstitute-va.com.