Create Friendships to Build Referrals

By Daryl Logullo | October 16, 2007 | Popularity: 9% | 266 views

I hate to say it, but most people in business today absolutely suck at building lasting business friendships (and referrals.) I have my theories about why… and one of the reasons I believe this to be true is that everyone has their nose to the proverbial grindstone.

Focusing on themselves. Hassling over their cramped daytimer. Just trying to please The Man (whether the Man is 'The Man', or some demanding client). Is it any wonder most people wondering how to improve their referral marketing say to themselves…

'Referrals will naturally come to me if I do a good job, provide excellent service, and serve people well.'

Oooh-kay… Time for a reality check people. Yell

Why is it so important for you to start from the 'friendship' perspective? (Note: When I say friendship here, I'm not talking about old-skool style pestering your friends for referrals–that sucks too.) Here's what I'm talking about…

Let me state it categorically: Focus on becoming better friends and continue to build a relationship with clients, customers and colleagues… by anticipating needs and beating them to the punch.

Notice I broke this into two parts to simplify the human dynamic: (1) an active group of relationships to focus on, and (2) a specific course of action you need to take.

If you know me at all then you know I have a saying, Referrals Love Speed. (oughta be a bumper sticker).

Essentially what I mean is that referrals and introductions happen more consistently with the more action you take–and the faster you take that action.

One of the ways of creating that action is by sharing information that the other side finds useful to their own lives.

    • In other words, you can provide an extraordinary amount of value to others in their over-hectic, frantic and stressed world by simply providing useful information to them regularly.

Why do this? Because (a) it put others first (b) it's the right thing to do (c) it shows genuine care and concern (d) it creates T-O-M-A — top-of-mind-awareness, and (e) it's the right thing to do (again).

For example, you may be able to offer a suggestion to a person where they are able to make more money. Or you might show them a competitor's marketing approach you're noticing. Or you could provide a person related business news affecting their industry.

The idea is to become a valued, welcomed partner and share information that helps them improve their personal or business lives.

Action Step: Categorize all clients, prospects and colleagues by interest levels. Subscribe to their trade journals and your local newspapers. Make a conscious effort to look for news that has interest to others. Reach out with this information frequently.

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One Response to “Create Friendships to Build Referrals”

  1. Daniel S. Says:
    October 16th, 2007 at 8:13 am

    So with you on this. Agreed. Thanks for reminding us. Love the advice

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