Do referrals come when you network? Or does your ability to network help you increase your referrals.

Both, obviously.

It amazes me, though, how most professionals see each as a separate marketing task. I heard it said that if you want to learn how to ask for more referrals, just become a better networker. That’s true to an extent.

At the heart of people who get a TON of referrals and referred-business–consistently-you’ll find this one common trait.

That trait is someone who networks well.

Whether it be in building their own close social circles, or being out in the community, chances are their business is thriving because of the networking they’ve invested in.

Here’s a great article by Michael Taylor that gives you further takeaway.

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“Professional Networking is the Key to Business Success”
by Michael Taylor

Networking itself is the term given to the building of contacts in a professional manner which will ultimately help you have the support group which you need for success. Networking can refer to cultivating friendships with professionals in many different fields, giving you the best chance for finding additional contacts or sources for business transactions.

It can also refer to the way in which you go out and find potential clients. Ultimately, it’s a way for you to reach out and start making a difference in the impression that you make on the way that you do business. A B2B directory can be a great first step in helping you to make that impression.

You will find that, after you have joined a B2B directory, that you’ll have a wealth of knowledge immediately made available to you. One of these directories has a wide array of professionals listed within, helping you to find someone who is going to give you the resources that you need when you need them the most.

If you are looking for a professional in a certain area of business, you can look in the directory to find someone who fulfills those conditions. This will help you develop your professional networking skills, giving you the best opportunity for making long lasting contacts who you can develop a business relationship with.

Professional networking is one area of business which cannot be given enough attention. People want to do business with individuals who they feel they can trust, which is why you will want to put plenty of time into the manner that you craft relationships with those individuals.

When you are able to join a B2B directory and offer your services to people all around the world, you’ll find that it becomes easier for you to get the assistance which you need in return.

The more people who you meet through professional networking, the more valuable you will become in a business setting. Considering that so much success of business is related to knowing the right people, when you have the necessary contacts, you will be able to make calls when they are needed the most.

That will help you to push business deals through and give you more of a likelihood of completing all of your goals on time and on budget. A B2B directory could ultimately give you all of these contacts in one simple place.

Professional networking will require you to more than simply join a B2B directory, however.

Once you are a member of the directory, you are going to need to take the time to build relationships with the members inside of the directory who you feel will give you the better chance of professional success. This can take time, so you will always want to be working on the way in which you cultivate your professional relationships. Time will need to be spent on the personal interactions that you have with these individuals so that, in the end, you are able to turn to them when you need something.

Figuring out how to use a B2B directory can benefit you greatly as you get the necessary edge with professional networking. Turn to Madison Whos Who for the tools you need toward promoting yourself in a lasting manner.

This includes getting referrals from strategic alliances (ex: CPAs, Attorneys, Investment Advisors, Realtors, Insurance Agents, Mtg. Brokers, etc.)

If your plan this year includes increasing your referral flow, don’t overlook the advice today.

[This article is a guest article, contributed by guest contributor Darek Daniel]

“The Words a Picture Cannot Say to Your Customers”

We’ve all heard of the saying that a picture is worth a 1,000 words, but business owners beware. Don’t take this saying literally when it comes to your advertising. Too many times business owners make the mistake of trying to be too clever or creative with their marketing pieces that their message becomes muddled or unclear to their target market.

Although you probably don’t want to use 1,000 words in your advertising, words are an important piece to your marketing and should complement your graphics and help get the message across. There’s nothing worse than spending the time and money on an advertising piece only to find in the end that no one gets it. Sure it may look great, but is it effective? Remember, there are several important messages your clients should get when they read your advertising piece.

1.  
   1. Who are you? You spent all that time on your advertising, but can your client immediately identify what your company name is? If your logo and company name aren’t immediately apparent in the design, than you have no branding value to your marketing piece and it’s time to rethink your creative.
   2. What do you do? I can’t tell you how many times this happens. Business owners get so involved in the aesthetics and the cool factor of the design that they forget the entire purpose of the piece. If you can’t tell from looking at your design exactly what your company does, why bother spending the money?!
   3. What do you want your clients to do? Ok, so you’ve sent them this great advertising piece. It has your company name on it, and it clearly states what your company does. Great. Now what? What should your clients do about it? Should they call you? Should they visit your website? Set the expectations for what you want to happen by including what’s called a call to action. This is marketing speak for tell your clients exactly what you want them to do. Literally use the words, “Call 555-5555 now for an appointment,” or “Visit our website today at www.prova.fm.” Remember to keep it simple!
   4. Why should your clients follow through? Now that you’ve told your clients what you want them to do, give them a reason to do it. Offer them an incentive to pick up the phone and call your business. Whether it’s 10 percent off or buy one get one free, it doesn’t matter as long as it’s an attractive enough offer to entice people to use your products or services.

Offering incentives also gives you another great benefit besides bringing in new customers. Incentives allow you to track your marketing efforts. Not following me? If you offer a 20 percent discount only to people who have received a certain advertising piece, then when they call asking about it, you will know where they found your number and ultimately you can track the effectiveness of your marketing campaigns. Try to make sure each marketing effort you employ gets a different incentive. This will make it possible to track your efforts.

Creating great advertising pieces that draw your clients’ attention with attractive graphic design is just the beginning of a successful marketing campaign. By keeping these rules in mind when you create your pieces, you will ensure that your advertising efforts will not be in vain.

Darek Daniel is a marketing writer and branding professional for Firefly Writing, & offers weekly advertising help for small businesses at Prova.fm. For more information on how your small business can benefit from the design services mentioned in this article, you can visit http://www.prova.fm. For more resources on this topic, visit our blog at http://advertisinghelp.wordpress.com/.

One question I’m asked a lot is…

“How do I host my own Continuing Ed Workshops–award CPE credits–and get CPAs, or others to attend?”

Very good question, and it’s easier than you might think with the right direction.

I talk about this in depth in my new CPE Workshop Guidebook.

Let me give you some suggestions from the context of building referrals from other centers-of-influence, such as CPAs, Insurance Agents, or Attorneys.

After all, these are the professionals most apt to be interested in attending a CPE workshops to earn continuing ed credits so they can maintain their licensing or accrediation.

Here’s are a few pointers, say… if you’re after CPAs (accountants) as potential referral sources, for example.

1. Pick a relevant, timely topic for CPAs.  It might be:
   “Tax Considerations for 60+ Year Old Retirees.” Again, keep it timely and relevant
2. Decide on your presentation format. Powerpoint? Roundtable? Classroom style? Group interaction? What? There’s a number of choices to make.
3. Pick a comfortable venue. This could be your office, but I prefer more neutral territory such as  a country club meeting room, for example.
4. Invite qualified CPAs to attend. CPAs specialize in certain areas: tax prep, financial planning, audit, etc. Invite those whose expertise fits with your topic.
5. Create activities that allow for networking and group interaction. This is especially important for you, the host of the event. You want to encourage group-speak, rather than you’re own personal lecture.
6. Decide who the teacher of you CPE Worshop will be. Will it be you? Someone else in your firm? Someone outside your company that you hire as a faciliator?

At a minimum, when you learn how to host your own CPE workshops, you instantly postition yourself, as:

• A leading expert in your city/town, offering a Workshop format no one else is doing.
• An authority who cares about CPAs and presenting professional advice to them.

This translates into relationships. And relationships translate into new business opportunities and referrals.

Use CPE workshops in your marketing aresenal. They are incredibly powerful.

Well… put your sales anxieties aside amigo, because there are quiet ways to communicate your desire to build your business through word-of-mouth. And these referral generating ways won’t make you feel like a used car salesperson. (Nothing against used car salespeople, mind you. )

Problem here, is most people don’t do it. Why?

First of all, there’s a few things you need to face — reality being one of them, of course.

Obviously, sales is necessary to keep your business growing and thriving. But it amazes me how many people say, “Well, I’m not in sales…” or “I hate sales…” or “I don’t like to appear salesy…”

What they’re really saying is, I prefer to be more low-key orsoft-sell. They’re saying, of course I want referrals but I don’t want to come across either…

1. Strong-arming someone with a canned sales-spiel about “earning business by referrals…” (or whatever).
2. Appear desperate to a person.

Fine. But next… you need to face the fact that nothing happens without you initiating outward action on your end. And regardless of whether you like it or not, you are in the sales business – Selling yourself. Your skills. Your confidence. Your knowledge.

So Mr. or Ms. Soft-Seller, here are three ways to create such action and generate referrals without feeling like you’re begging:

1. Get referrals by doing an outstanding job.  The foundation of this is to make sure you are the best at what you do and choose a target market and cater to the needs of those people so you become a valuable resource. When you are able to meet every small need of your target market, the word will get out.
2. Get referrals by adding a line about referrals to your office sign, business cards, invoices and stationery.  This is simple. But few people do it consistently. Any of the written material used to communicate silently with your clients should bear the line, “Referrals welcome” or something similar to let the people know they’re welcome to tell others about what you have to offer.
3. Get referrals by staying in touch with your current clients.  Even if you haven’t heard from someone in several months, maintain contact through a call, email or letter.  As you expand your business and offer new services, you can use a newsletter (e-newsletter or old-school) to inform people. Newsletters can be sent by regular mail or email and are a great way to spread the word about what you have because your clients can share them with friends, family and business associates.  Keep copies in your reception area and offer it to new clients during the first interview.