How to Get Optimal Results with your Referral Network.

If you are not getting the quality and quantity of referrals from your network, stop lying blaming and take charge to get the results you want.
By Christie Ruffino
President and Founder of the Dynamic Professional Women’s Network

It is a well known fact that we all would rather do business with people we know, like and trust. The problem arises when we don’t already have a specific connection established when we need help so then we ask someone we know, like and trust who they know, like and trust.

Then when we focus on trying to grow our business, we assume that all we have to do is to meet as many people as we can, join a chamber of commerce or another professional networking organization, pass out a numerous business cards and the business will start pouring in. Some of us even join a referral group designed to build stronger relationships and generate business and are disappointed with those results also. They blame the people in that network for not doing their jobs.

The truth is that if you are not getting the results you want with your referral network, only you are to blame. This is the time to quit thinking about what you are not getting and think about what you are not giving them and how you are failing to provide them to tools they actually need to help you.

"My network is not motivated to help me."
Maybe so, but what are you doing to enable them to refer you? Do you communicate with them on a regular basis? Have you scheduled time to take interest in what they do, or are you more concerned about how interested they are in what you do? In other words, are you helping them in the same way you want them to help you?

"They don't really know my business."
What have you done to educate them about what you do? Do you keep them abreast of new products or services you've added? Have you given them digestible information so they're able to retain the vital points needed to promote your business? Finally, ask yourself if you've provided them with the right amount of collateral material--brochures, pamphlets, and web-based information--so they can not only educate themselves, but also educate those in their network.

"They don't have the contacts I need."
If you've gone through their entire database of contacts and disqualified every one you may have underestimated your network's contacts, not to mention who their contacts' contacts and so on. By doing this you're missing out on an exponentially growing number of possible buyers of what you have to sell. With the explosion of internet marketing, the world is a lot smaller. Take advantage of contacts your sources may have not only in another city, but also in another state or even another country.

"The referrals are weak and don’t lead to repeat business."
You may think their referrals are weak, but turning that sale into a regular, loyal client relationship is your responsibility? Did you contact the prospect in a timely manner and really listen to what their needs were. Did you do everything you could to ensure that the client saw the best you had to offer? Did you follow up with your referral partner to keep them in the loop about this new valued client?

“This is just not producing the results I expected.”
One of the strengths of a referral network is that everyone becomes friends. And one of the weaknesses of a referral network is that everyone becomes friends. Only those groups and individuals who recognize the need for responsibility and accountability will make this process work. Those who think that it is only necessary to “show up” may build great friendships but will not gain substantial business with this referral network.

The bottom line is that the results of your referral-marketing program will be directly guided by effort you make to ensure its success. Not only is it your obligation to invest in your referral partner’s success it is also up to you to effectively teach your fellow networkers how to send you the business you want. It's up to you to choose the right people, set the tone for your business, educate your referral partners, demonstrate competence and integrity for those representing you, and maintain the effectiveness and strength of your referral relationships. If there's a breakdown in your referral system, you're probably not looking in the right direction.

Find the closest mirror and reflect!