Taking the "Work" out of Business Networking
I began talking about business referral marketing (see Get More Referrals post) as a fast, inexpensive way to build your business. There really is no better way to begin increasing the number of your clients. It does not require hiring new staff or making large outlays of money. But it does require training and effort.
Business referral marketing can go by different names, networking, business networking, referral marketing, but in all cases we are talking about building business by directly contacting friends, colleagues and clients and requesting a business referral.
One of the things to note about this is the phrase of ‘networking.’ It is not ‘net-thinking’ or net-wishing.’ It is not about hoping you will get more business.
It is taking the steps and doing something that brings you into contact with people you know, asking them directly to help you find new business.
This requires you to train yourself and your staff in the practices that will lead to more referrals. You must learn how to teach your contacts the type of referrals that you are looking for and help them in practicing how to refer you to others. Indeed you need to learn a new language that builds an almost instinctual, automatic response to specific phrases, actions or observations. You are teaching the language of referrals.
A good place to start in learning this language is getting together your “Did you know” introduction. It is a useful way to quickly prepare a thirty-second introduction. It helps you focus on one aspect of your business and put that before your audience in a compelling way.
- On a blank sheet of paper, write the following phrases, leaving space so you can add sentences between them.
Did you know….
Well…
Here’s how you’ll benefit ….
My name is…
- Construct a thirty-second presentation using these lead off phrases. Get something down in five minutes. Get feed back from others. Continue to refine what you have written.
Here are some examples:
Did you know that most people retire with less than $10,000 in annual income? Well I can help you acquire, grow, enjoy and transfer wealth. My name is Steve Bender. Plan your retirement now.
Did you know that housing has not been more affordable in Sonoma country in 25 years? Well I have been helping buyers negotiate the best deals in this buyer’s market. My name is Marty Seller. I will help you buy your next home.
So this is the beginning of the new language that you will need to begin using to help people remember what you do and what a good referral is for you.
Written by David Walrath
Ajalon Printing & Design
