Trusted Referral Networks

by Brian Cartwright on 2010-12-05 01:15:10

When looking for new business it’s interesting how many people take the direct sales approach. Be it cold calling, advertising or networking at specific events with the pure goal of gaining new business immediately.

Clearly there is a place for this type of approach, but now consider the benefits you would gain from giving and receiving referrals from one business contact to another, if your relationship is strong and your contacts know in detail the services you provide and your approach to business they are likely to put you in contact with their own network of close contacts referring you as someone they trust.

This is a more passive approach but the fact is when you make the time to meet with people and actually take a sincere interest in who they are then as you expand your network of personal and business contacts you are laying the foundations for future business, it doesn’t matter if they don’t have business for you immediately or whether or not you can help them with something straight away, the point is you are making yourselves known to each and when a need arises if you keep the relationship strong then you both stand to benefit.

There are really so many advantages of being referred by someone who trusts you, I can say from my own experience that business gained in this way is easier to close, clients are more loyal and importantly more trusting of you and any complaints are far easier to resolve due to the close relationships you are able to form.

That said it takes time and effort to build a network of trusted referrals. You need to be genuine but you also actually need a systematic approach to who you want to build closer relationships with and also should consider what you are able to help them with in return for what they will assist you with. (Think of the expression paying it forward)

Keep reminding yourself of what you are ultimately looking for and set a few personal goals whilst thinking about what you can offer in return. If you genuinely want to help people it shows and if your only purpose is personal gain it’s also very obvious when you are talking to people.

In my role as a recruiter I live by the simple philosophy that today’s candidates are tomorrow’s clients and vice versa which is why I always take the time to meet with people even if I don’t think I can help them or they can help me immediately.

Actually this applies to any business; today’s contacts are potentially tomorrow’s clients etc
We are all connected in some way….think six degrees of separation, so it stands to reason that the contact you make today will either become a client or will open doors to new contacts who will become your future clients or will refer you to their contacts who may in turn become clients or end up referring you, and so it continues…..

I am sure you will agree this isn’t a new concept by any means, what I find really interesting is that so many people seem to forget this basic fact. Happy networking…!

Brian Cartwright
b.cartwright@kobaltt.co.uk