Are you frustrated by attending networking events and joining referral groups that are light on results? It can be exhausting and time consuming.
Before you start saying “no” to every event and group, remember all those customers you have acquired through referrals. According to San Antonio TAB member Mark Goldman, “For the investment of time, money and effort it’s the best marketing tool out there. Anyone who’s not taking advantage of referral marketing is missing the boat!”
Most business owners are pretty good at networking and getting referrals. But be honest, maybe your skills can use some crispening. Here are 4 tools that can make networking and referral marketing work well for you. Read more.
1) Set expectations…
Know the outcome you want… more business, new contacts, branding? Ask yourself a couple of questions:
Are these the right people?
Happy-hour partiers are not likely to be the business owners you want to meet.
Are you using metrics and being realistic?
Getting 3 new customers at 1 event may be overreaching but gaining 3 contacts who provide leads to new customers does make sense.
2) Show interest…
Review your style of interaction. Do you tend to talk about yourself and your business? Chances are your targets are interested in themselves and what they will get out of a relationship. Cater to that, talk less and listen more. Ask questions… about them and their business, their challenges. You’ll learn a lot and likely find out if this is your potential customer or not. It’s amazing how people are attracted to those who show interest.
Ask anyway… Even if this is not going to be your customer, ask for a referral and, of course, offer to help them with referrals for their business as well.
3) Follow up…
Within a few days of the meeting, do a follow-up call, text or email. It’s the perfect time. You have something brief to say and can make it about them: “I really enjoyed talking with you… hearing about your business… looking forward to getting together again soon.”
If this is a strong potential referral source, make plans to get together again for coffee or lunch. The second meeting, one on one, will likely be where real benefit is gained. Maximize the effort, don’t procrastinate, lose interest or drop out of the process before getting to a second meeting.
Provide value. When you want something from them, always think about what you can do/give/offer. Forward an article that you think they might be interested in or send them a small token item related to your conversation or their business. Let them know you’re thinking of them and their business. Best case scenario – the follow-up process never ends.
4) Practice…
As with anything, you’ll get better results with repetition. Know your objective, be selective, ask questions and listen, follow-up repeatedly and… practice!
**What a coincidence… The Alternative Board will provide an opportunity for business owners to sharpen networking and referral marketing skills at a TAB Networking event on September 26, 4:30pm at Top Golf in San Antonio. Click here to RSVP. Make it a commitment