Work Your Network and Create Winning Referrals

I love to connect people. If I can bring people together and set them on the road to doing some business, then I am a happy girl. I am also delighted to receive good referrals and I’ll bet that you do, too.
But you hesitate. You wonder who to ask, how to ask and when? Which of your friends and colleagues can you refer to whom? How do you make it come out right? How DO you create a winning referral, for yourself and others?

Let’s break down the components of a referral, examine them and gain expertise in this important business development skill.
Know What You Want

Before going off in search of referrals, think first of what you’d like to achieve when meeting prospective clients. Start by learning to succinctly describe your core business services, the goals and business challenges that drive clients to hire you and the job titles of clients who can green light projects for you.

This will ensure that you are precise in your referral requests. Clarity will help associates to think of you when they themselves are networking. Likewise, make it a point to understand the core business offerings of your close associates. This will enable you and your friends and colleagues to function as a referral network for one another.

Know Who To Ask

The best referral sources can be found among your clients, colleagues, friends and family. Remember that good referrals begin with good relationships. In addition to providing excellent services that fulfill client expectations, developing solid professional and personal relationships is paramount. People do business with people they know and like. They do more business with people they trust and respect.

Learn to be strategically generous and willing to make the first move in the referral game. If you initiate good referrals, you will inevitably receive them in return.
When And How To Ask

When you’ve worked with a client on two or three projects and you have a comfortable relationship with your contact, then it’s time to ask for a referral. Let your contact know that you are always looking for new business—can they recommend someone with whom you can follow up? Who do they know whose business would benefit from your services?

You may not receive an immediate answer, but the seed will be planted. Just as important, there will be no uncomfortable pressure on the client if he/she prefers not to make a referral at that time.

If a referral is made, be sure to get approval for using that person’s name and confirm that they know you and your work well enough to provide a good recommendation. Make it easy and comfortable to refer your services. This approach also works for obtaining referrals through your social relationships.

Follow Up

While your name is still fresh within the mind of the referral source, make the call or send the email and get the ball rolling. Do not let the trail go cold and squander the opportunity. Failure to follow up appropriately on a referral will be detrimental to your professional reputation.

Thank You

Remember to thank your referral source and let them know the outcome of the special favor they’ve done for you. It is wise to let your source know that you respect their confidence in you and appreciate their generosity. Referrals are vital to the success of every business. Simple courtesy and reciprocity will bring you plenty of referrals that will grow your client list and enhance your business bottom line.

Kim L. Clark is the founder and principal of Polished Professionals Boston, a business development consulting firm. Kim ensures that the for-profit and nonprofit organizations with whom she works achieve measurable outcomes in their important business planning meetings by providing expert meeting facilitation services. Learn more about Kim when you visit her LinkedIn profile and www.polishedprofessionalsboston.com.