Next, determine how referrals flow amongst the professions you list earlier and where you fit in that chain. For example, if someone is selling a building, the commercial real estate agent is usually the first to hear about it and many referrals flow from there (to the contractor for build out, the telecom guy for installation, etc.).
Step 2. Determine Where Your Customers & Referral Partners Hang Out Chambers of Commerce Business Associations Business Clubs Closed Contact Networks Trade Associations Political Organizations Religious Organizations Athletic Organizations Social Organizations Non‐Profit Organizations Other
Step 3. Get Your Referral Marketing Plan Going 1. Your Business Card a. Professionally Designed b. Thick Stock c. No Freemail Addresses (e.g. @gmail, @hotmail or @aol.com) d. Social Media Icons and Addresses e. Web Site Address f. Slogan or line as to what you do unless your business name makes it obvious g. Headshot 2. Your Social Media Channels: a. Linkedin (for example, see http://www.linkedin.com/in/chadmassaker) i. Completed profile with a minimum of the following: 1. Headshot 2. Clear headline 3. Detailed description of what you do. 4. Previous work experience. 5. College(s) attended 6. Organizations 7. Awards 8. Groups ii. Connect with every person you meet in person on Linkedin, even if you don’t like them. This isn’t Facebook. It’s about expanding your reach. For example, if you connect with me, you will instantly connect to 21,000 people as 2nd level connections because that’s how many are connected to me. Make sense? iii. Get the Premium Account & Start Using inMails to Connect to 2nd and 3rd degree connections. iv. If you have more than 1 employee, make sure to setup your company page. b. Facebook i. Complete your profile to your level of comfort ii. Get over trying to keep it for strictly friends and family. Use Facebook’s privacy settings instead. iii. Because connections on Facebook are far more personal, being connected to the right people here often results in quick easy sales because you are always in front of them. iv. Make sure to create a Facebook fan page. v. Use the promote posts for your personal and fan page. This is very powerful. vi. Facebook events, especially when promoted, are also very powerful for attracting people to your seminars and other events. c. Twitter i. Setup an account and just have Facebook or Linkedin sync posts to it. ii. Use more at conferences for note taking and idea sharing because of hashtags. d. Google+ i. Optional. More B2B conversation on here though.
e. Other Notes on Social Media: i. Make sure that your print collateral has your web address and social medial icons on it. Also make sure that you have social media icons and “Like” buttons on your web site. ii. Remember that social media is a virtual extension of your real‐world networking activities. So make sure to connect with everyone you meet in real life online. iii. Use social media management tools like Hootsuite to save time and schedule posts across social media outlets. iv. Social media is about engagement and interaction. If your friends/fans are not engaging (Like, comments, etc.) then work on your content delivery. Maybe lighten it up a little. Humor is always good. Photos and video are also good.
Step 4. “Stepping on to the Mat” – Networking with Real People 1. Your elevator speech a. Definition: If you stood on an elevator and someone were to ask you “what do you do?” you would give a brief, prepared, reply in the time it took for the elevator ride to end (about 30 seconds). b. Here’s how: (components of the speech) i. Your name ii. Your company name iii. The pain that you fix, problem that you solve or solution that you provide in very easy to understand terms. iv. Structured in such a way so as to invite more conversation. c. Focus on making your message unique and avoid using platitudes such as: i. “Most reliable” ii. “Most dependable” iii. “Best customer service” iv. Etc. Your Name: __________________ Your Company Name: ___________________________ Solution: ____________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________ ____________________________________________________________________________
2. Networking Etiquette: a. When to give a business card: WHEN YOU ARE ASKED FOR IT! i. If you were not asked for your business card it is because 1. Your elevator speech sucked 2. You are not interesting 3. You’re poorly dressed 4. You smell 5. Etc…. You’re job in network is to sell for the “ask” 6. This will save your card from going to the floorboard of a car or straight to a garbage can. b. Always wear nametags on you right breast so that when you shake hands your tag is clear visible. c. Shaking hands i. Shake firmly ii. If you get a bad grip, reset and shake over. It awkward for you both when it happens. iii. Use two hands when possible. This is considered more intimate. You can clasp two hands on one hand or shake with one hand and use you other hand to grasp their arm behind the elbow. d. Kissing i. Be very careful. Many women do not like this. ii. Be mindful at cultural events where this might be a norm. e. Get to Understand Body Language i. Buy the book “What Every Body is Saying” by Joe Navarro ii. Try mirroring to gain rapport 3. Tips & Tricks a. Never go to an event you have never been to before without a wing man unless you are just an alpha hunter. Make sure you know someone there who can make introductions prior to going. This is also helpful to canvasing a room with a referral partner as you can introduce each other to connections that you meet when you split up (divide and conquer). b. Take a leadership role in any organization that you are involved in. This builds credibility for you and keeps you in front of people. c. Start your own networking group or event and become “the center” of your referral‐verse. Develop a reputation as a connector. d. For more formal referral relationships, make sure that you track referrals passed as well as revenue. Sometimes you may need to find a new partner or you may find that you can do that service yourself for your clients and keep the profit.
Step 5. Homework 1. Determine who you’re ideal referral partners are (at least 3) and solidify these Synergy Referral Partners ASAP. 2. Determine at least three good places/events to meet these partners and potential customers and get these meetings on your calendar. 3. Get business cards from everyone you meet and connect with these people on social media. 4. Make regular posts on social media about what you do. 5. Meet with your Synergy Referral Partner 1:1 at least monthly to discuss referral opportunities. Share leads, client lists, intelligence… whatever it takes to get the funnel full. a. Hold you Synergy Referral Partners accountable for their results after these meetings.