Referability Expert: Giving!

Santa Claus brought me a new book for Christmas. It's called "Giving: How each of us can change the world" by Bill Clinton. Now, people who know me best know that reading a book is not one of my favorite things to do. However, this book is on a topic that's near and dear to my heart ... giving. I will read this book ... it may take a while, but I will read it.

In my opinion, everyone can and should be a giver. Unfortunately, many people are takers. Then, they sit back and wonder why things aren't coming back in their direction.

Referral marketing has a solid foundation that's built on giving. Those who are the most successful at giving to others first, tend to be the most successful at referral marketing. The catch is knowing that there are many, many ways in which to give to others. People get locked into believing that in order to get referrals, they have to give referrals in return ... 1 for 1. That's not necessarily the case ... in all situations. Giving needs to be innovative.

Giving more to your network might not change the world ... however, it will certainly change your relationships ... only for the better.

How will you be a better giver in 2008?

Referral Marketing: Ice Jams

The other night on the news, I heard a story about what happens when ice builds up on the edges of your roof top, forming "ice jams". As the tons of snow begin to melt on your roof, the water starts to flow towards the gutters. As the temperatures fall, the water freezes forming a blockage. Then, as the water continues to melt the next day and tries to move towards the gutter, it can't ... so as water often does, it travels to the place of least resistance .... up under the roofing shingles and into the house! Quite a mess.

Have you ever realized that most of us are also like water ... looking for the paths of least resistance? We want things to be easier and faster. Capitalizing on this is to your benefit when it comes to referral marketing.

If you make it easy for people to refer you ... they will. If you enable them to do it faster and with less effort ... they will.

Think about it. Are you creating ice jams in your referral marketing efforts? Are people in your network referring other people because it's easier? Perhaps it's time to remove your ice jams before you have a mess to clean up!

Referral Marketing: Ice Storms

Listening to the news last night, I watched the stories on the incredible ice storms that hit Oklahoma. From one lense, the ice laden trees are crytalized beauties ... glistening like glass in the sunlight. From another lense, the ice laden trees are deadly killers and a serious threat to a community.

It makes me wonder ... how can something be so beautiful and so dangerous all at the same time? And, is there a connection to referral business. I think so.

Imagine that you find a wonderful referral partner ... someone very excited about helping you grow your business by word of mouth. This person is perfect in almost every way ... especially in the fact that they are in front of your target market all day, every day. They have plenty of opportunities to refer you! It truly is a beautiful thing!!

Now imagine that this over-zealous individual begins to turn people off when they're talking to someone about you because they start to sound like an info-mercial on the home-shopping network! They are selling too much, too hard, and too fast and people are turning away from them. This is NOT a beautiful thing and in fact can be very dangerous to your business.

What do you do? It's all about education. You've got to take the bull by the horns and give this person your time. If they're successful at referring you, it's because of how well you taught them to refer you. If they're not successful, it's because you still have work to do!!

Don't let the bull in a china store without extensive training ... or you might regret it.

Referral Marketing: Holiday Referrals!

The holidays are such a wonderful time of year for me! I love sharing festivities with family and friends. At this time of year, I could easily find myself at a holiday party at least 2-3 times per week! For someone that practices and teaches networking, it presents huge opportunities for finding referrals for my network.

I find that the trick is simple ... listen ... really listen to what people are talking about at the holidays. Many, many times, they'll be complaining about something. Maybe their furnace isn't working well, maybe they need to get their carpets cleaned before their big party, maybe their teenager just turned 16 and will be driving soon, or maybe their starting to dream about retirement. All of these are referral opportunities for people I know, like and trust. Of course, I also need to be educated enough to then know what to say to these people if I hear them express their complaints or needs.

That being said, when you're at the holiday parties this year ... keep BOTH ears open and listen for phrases that start with:

"I wish ..."
"I can't stand ..."

"I'm so frustrated ..."

"It makes me nervouse that ..."

"If only I could ..."

The holidays are a time of GIVING! What's better than giving referrals to your network! I'm taking 5 referrals to my BNI chapter this week!!

In case you're wondering, this photo is from Longwood Gardens in Kennett Square, outside of Philadephia!

Referral Marketing: Guess who?

Are you walking around networking events with your head covered by a brown paper bag?

That's what your business looks like to other people when you haven't created an identity for yourself or your business.

Creating an identity or brand takes time, patience, commitment, and a consistent application. Most people aren't willing to give it the time necessary. However, like a fine bottle of wine, the more time you give to it, the better it becomes!

How can you begin to create a brand or identity for yourself?
Write articles, teach a class, write a blog, send out a newsletter, or create an e-zine. However, remember, it takes consistent application!

What are the risks of NOT creating an identity?... If you don't create an identity for yourself ... someone else will do it for you ... which could be a good thing or a bad thing! Don't you think it's time to come out from under that brown bag?!

Referral Marketing: Strike it Rich!

Have you ever struck it rich with referrals? Well, if not ... you can!

Western Pennsylvania is known for its coal mines. The basic concept of mining (be it coal, gold, silver, etc.) is to find a vein of the product underground and follow the vein through the earth to extract the riches that are embedded within it. A good vein will continue to go on and on and on, producing far more than what could have been imagined.

You can have this same success with referral marketing by literally mining a vein of referrals. Maybe you've experienced this in one form or another. Imagine getting a referral that leads to another ... that leads to another ... that leads to another ... and so on. Or imagine developing a relationship with someone that opens one door, then another, then another, then another ... etc. Get the picture? When you mine for a vein of referrals, you're looking for the relay effect. You're looking for someone who can refer you over and over again. It's important to remember that not everyone has this potential!

Mining for referrals takes precision tools, focus, and application. For me ... Referral Institute provides the tools and focus and BNI provides the application. That's why I love teaching the Referral Institute programs and why I am an active member of BNI. Both serve me very well.

Where do you find your tools, focus, and application? And ... are you using your tools correctly?

Referral Marketing: The Lone Traveler

About a week ago, I traveled to San Diego for the International Conference of BNI. One of the most uncomfortable things for me when I travel alone is eating alone. It feels so strange and in some way vulnerable because everyone around can see that you're traveling alone.

This time, I had a long enough lay-over in Detroit to have dinner. So, I decided to go to a restaurant for a sit down meal. As I scanned the place, I found another woman (in her late sixties) also sitting alone. I decided to take the table next to her in order to strike up a conversation. Joanne and I had a wonderful chat. We learned alot about each other in a relatively short amount of time. It was fun. We both enjoyed it and really liked the fact that we didn't have to actually eat alone.

There are alot of people out there traveling alone when it comes to their business. It's an uncomfortable and lonely place to be. Most of us need people around us to fuel our creativity, energize us when we're low, and kick us in the butt when we need it. That's why I surround myself with exceptional people! I have a business coach ... several referral partners ... a dynamic BNI chapter ... a fantastic financial advisor ... a trusted CPA ... to mention a few. In some ways, traveling alone with your business can expose you to danger that you can't even see yourself.

Are you traveling alone? I hope not. If so ... it's time to make a change and stop eating meals by yourself!

Referral Marketing: The Mosaic

The best mosaics I've ever seen are in Sicily! There are huge cathedrals lined on the inside with miniature tiles intricately placed to form massive works of art. It's breathtaking!

However, when you step in close to the walls and focus on one tiny tile or piece of tile, you really don't see much at all. It's just a piece of ceramic stuck to a wall. But ... as you step back for the panaramic view ... the beauty hits you like a ton of bricks.

You might think of referral power teams as being similar to mosaics. Imagine if you have 3-4 people all committed to helping each other's business and all serving the same target market. It would be like having 3-4 rolodexes of potential prospects just waiting for you.

The interesting thing is ... individually, on the surface, you don't see much. They each seem rather ordinary and getting ordinary results. But when the group works together in harmony, side by side, capitalizing on each others' strengths, and leveraging the force of friendship ... the referral results can be spectacular ... nothing short of a lifesize mosaic!

Please share you referral power team success stories!

Referral Marketing: Thanks & Giving

A wonderful holiday is upon us ... Thanksgiving! It's a time when people travel far and wide to be surrounded by family. It's a time when the national speed dial button to mom is working overtime. It's a time to reflect on what you have in your life ... what & who you're grateful for ... where you've come and who helped you get there!

Referral marketing's foundation is relationships. People. People. People. It's the most human way of doing business. There are two driving principles of referral marketing ... thanks and giving. Thanking those responsible for referring you will help to motivate that person to continue doing so. Everyone likes to know that they are appreciated and valued! Giving back to those people solidifies the relationship.

Giving is a much bigger word than it appears! Yes, you can give referrals to others. That's a no brainer! But, it's so much more than that!! Give support ... help people meet their goals ... give your time ... give your energy ... give your knowledge & ideas ... make introductions ... volunteer to help their causes ... give freely of yourself to those who truly deserve your attention.

Take time during this season of reflection to genuinely thank those who have helped your business to grow. Reflect on what you have given to others and how you can continue to do so even more creatively.

Referral Marketing: Zebra Stripes

Zebras ...

From a distance, they all look the same! Is it a white background with black stripes or a black background with white stripes? Regardless, they all have stripes. They all have four legs, two ears, two eyes, etc. From a distance ... they all look the same.

When you get up close and personal with a zebra (like on Animal Planet) you can easily notice that indeed they are NOT the same. They each have a unique stripe pattern, like a fingerprint! So, what's the big deal?!

I talk to people all the time about expanding their network of referral sources. For example, I tell people that it's great to know more than one financial advisor. But, some people get hung up on that idea. They say things like, "how can I build a relationship with more than one financial advisor?" "What if one finds out that I gave referrals to another?"

From a distance, all financial advisors might look like zebras ... all alike. In reality, they're not. As a referral source, it's my job to be able to recognize their unique patterns and refer my client or family or friend to the person that's BEST suited for them. If I have the right financial advisors in my network ... they will thank me for sending them the right kind of referral ... the highest quality referral!

Learn to see the real zebra through the stripes!

Referral Marketing: Captain's Inspection

Have you ever watched the pilot of your aircraft perform the "pilot's inspection" of the plane before the passenger's board? I did the other day as I waited in Detroit for a flight to San Diego.

The pilot walks completely around the aircraft inspecting and checking for anything out of the ordinary. They look for things that seem to be out of place or just not right for some reason. Doing so not only gives them the confidence in knowing that they have performed their task fully, taken the safety of their passengers seriously into consideration, and met an airline standard ... it also completes the process. Completing the process is necessary for all parties involved.

In networking, we have to continually complete the process. Every time we meet with someone, there's usually some way that we shoud follow-up that meeting. It might be with a thank you card; it might be sending an article; or it might be making a connection. Whatever the next step ... the process is not complete without it. Like mom used to tell us ... "clean up after yourself!" That was her gentle way of teaching us how to complete the process.

How do YOU complete the process?
Do you have a system?
If so, we'd all like to hear it ... share your stories!

Referral Marketing: Wine Making

I love wine!

A few years ago, I started making my own home-made wine. I'll be bottling a batch of Pinot Noir in about 7 days.

Wine making is a process that takes time, energy, and patience. It's actually one big science experiment! It's takes precision with a subtle hint of experimentation. A seasoned wine maker knows to keep a wine log that outlines the process each time in as much detail as possible. They know that keeping good records is one of the only ways that you can duplicate a successful batch of wine. If you don't know what you did to make it turn out so well, you can't recreate it. On the other hand, if you do ... you can.

Referral marketing is no different. I tell people all the time that they can control the flow of the referrals they receive. The only way you can do that is to know exactly what you're doing to generate frequent referrals in order to duplicate it over and over again ... perhaps even with a second referral partner! Keeping accurate records of your networking activities will help you create your success system. Networking activities might include things like (ie. who you're networking with, how you're educating them, what your giving to your referral partners, and where you're networking ) to name a few.

My recommendation is to begin systematizing your referral marketing efforts. Begin recording your experimentation so that you can recreate your success in the future.

Referral Marketing: Networking Lessons from Mom

I wrote an article last week called, "Five Things You Learned About Networking from Your Mother". It was a fun article to write and especially share with my mom. Here's one of her lessons:

"Walk, don't run!"

I used to hear this phrase no matter where we were … in the house, in the grocery store, in the mall, in church, and even at school! As a kid, I was always in a hurry to get to the next exciting thing around the corner. I couldn’t wait! There always seemed to be someplace more interesting than where I was at the time. My attention was short and my mom was trying to teach me patience.

Patience is a virtue when it comes to networking. A fast paced networker misses the true essence of the event and could very easily blow right past a tremendous opportunity. Fast paced networkers tend to build shallow relationships that offer little or nothing of value to your business. On the other hand, patient networkers build deep, long lasting relationships that significantly impact the growth of their business. Establishing a network that has depth far exceeds one that is shallow and frail.

If you want to read the rest of the article, you'll have to visit my website: http://www.pinnacletrainingservices.com/ and click on Michelle's Articles! Enjoy and remember to thank your mom!

Referral Marketing: Meeting Johnny Angel

Earlier this week, I was delivering a presentation for the Penn State Alumni Business Group at the Atria's Restaurant at PNC Park. This was one of those memorable speaking opportunities that cause you to just shake your head and remember why you've got to be prepared for absolutely anything!

From the very beginning, I knew it was going to be an interesting evening. First, there was no connection cord for the projector and computer. Not good. Once we had the cord, we had a difficult time getting my computer to speak to the power point projector. Not good. Then, we needed an additional extension cord since there was no power strip for the computer to plug into. Once we got the whole thing working and the power point was accurately displayed, the LIVE music began in the restaurant!! Oh and did I mention that there was no microphone ... for me!! And, no door on the room we were in! So, I now had to compete ungainst a good singer in the next room who did have a mic and a guitar. Knowing this was not going to work out well ... we sent out the search party to find a mic. Now, I have a microphone with a very short cord ... hard to reach the computer to switch slides, but doable. I managed and the audience enjoyed the session.

At the end, this guy comes up to me and says, "Is everything okay with the mic?" I said, "Everything's great ... we're done." He said, "Great. Oh by the way, I'm Johnny Angel." As I shook his hand, I said, "Wait ... THE Johnny Angel?" He said, "Yeh, I own the place." Wow ... I'm talking to Johnny Angel.

As I drove home, I called my mom, who I knew would appreciate the fact that I had met Johnny Angel. She was shocked and said "you never know who you're gonna meet!" She asks me one thing .... did you get his autograph?! Nope. Forgot to ask.

My mom's right ... when you're networking, you never know WHO you're going to meet!! I recommend that you carry a pen and note pad incase it happens to be Johnny Angel.

Referral Marketing: No Parmesan?!

This past weekend, I attended a Murder Mystery Party at my friend Deanna's house. This was our fourth annual party with a murder theme held around Halloween. The usual gang attended only this year, it also included Elise and Tom.

As to be expected, everyone arrived in character, ready for the game! If you look at the picture, it was a quite a rowdy group. As wine bottles were opened, clues were laid, suspects defined, and alibis plotted, the game got interesting. Then came dinner! We were having a wonderful steak salad when towards the end of the meal, Deanna shouted ... "Oh no, I forgot the parmesan!" ... which was to be added to the salad for enhancement! What! NO PARMESAN?!

Having NO parmesan on your steak salad is like going to a networking event without a GOAL!!

You certainly don't NEED a goal for each networking event, however, it sure does enhance the results!! Most people arrive at a networking event dressed in character and ready for the game. And the majority of people don't have a specific goal. Therefore, their experience is usually quite haphazard. If they're lucky, they'll make one really good connection. If they're not lucky, they'll leave saying, "well this was a waste of my time!"

Having a goal helps to ensure that you're focused at the event and driven to meet that goal. The outcome is deliberate, not left for chance ... thereby enhancing your results. Like the parmesan cheese, nobody will know it's missing ... however, if you had it, it would add flavor to the event and make it more meaningful for you.

So the next time you go to a networking event, don't forget the parmesan!

Referral Marketing: Set High Standards

People that know me know that I have high standards. Basically, I expect the best that people have to offer. When it comes to me hand picking my referral partners ... I make no exception. After all, these are the people I want to be marketing my business on my behalf ... as good if not better than I can do it myself!

Tonight, I had dinner with someone I targetted as a potential referral partner from the minute I met her. Her name is Andrea Marquis ... a Sales Consultant for PAYCHEX. She calls herself the payroll "superhero"! She's currently enrolled in my Certified Networker class and all I can say is ... she gets it!

Andrea is a mover and a shaker. She's driven, focused on the goal, and intent on serving her clients with utmost professionalism. She's no nonsense, decisive, and ruled by integrity. She's willing to give others opportunities (and has already done so for me) ... practicing a "givers gain" philosophy. All of these are great qualities in a referral partner!

In addition, I like her as a person. We had a great dinner and if she's to become a referral partner, I'll most likely have many more dinners with her ... so it's important to me to want to become friends.

Why do I tell you all of this? I want you to think about what qualities are important for you in a referral partner! You shouldn't take in just anyone off the street. Your decision will seriously impact your business. My decision to include Andrea is going to positively impact my business and her business equally so. I'm looking forward to it!

Referral Marketing: SCARY Networkers!

Happy Halloween!!

Today for my BNI meeting, I dressed up as a Scary Networker! I incorporated the concept into my commercial for the day. Basically, I was dressed in all black with a black hood that had no face! I could see out, but no one could see in!

Scary networkers are everywhere!! Here are 10 things to watch out for:

1. They often have no face ... because you can't really understand what they do in their business or who they serve

2. They're in your face and totally focused on selling you their product or service

3. They're passing out their business cards like it's candy on Halloween

4. They don't make eye contact

5. For them, it's all about the food and adult beverages

6. While talking to them, they're constantly looking past you to the other people in the room who seem to be more interesting

7. They talk and talk and talk and talk all about themselves

8. They're usually the ones sitting during open networking

9. They're practicing the hummingbird technique of fluttering around collecting cards from everyone in order to scan them into the spam database

10. Their hand shake is slightly better than that of a zombie

Beware out there! Scary networkers are everywhere!

Do you have any tales of encounters with these types of networkers?

Referral Marketing: Leveraging Testimonials!

How often do you ask your clients for testimonials?

Is it a standard component to your sales process? If not, it should be.

I discuss the importance and creative uses of testimonials in my course, Certified Networker. It's always interesting to me to see how my graduates apply the information that they learn.

Today, while having breakfast, I browsed through the new gift catalog for Palate Partners & Dreadnought Wines. Deb Mortillaro & Mike Gonz (owners) are both graduates of Certified Networker. I was very impressed with their catalog ... and especially the use of testimonials throughout the catalog!

Here's what they did that'll increase the impact of this one marketing piece:

1. They included multiple testimonials throughout the booklet

2. The testimonials nicely reflected the multiple services that they provide (corporate gifts, personal gifts, delivery, specialty wines, wine of the month, etc.)

3. The testimonials represented clients from other cities (noting that they serve a much bigger audience than just Pittsburgh)

4. The testimonials even reflected large clients, such as "O" Magazine (Oprah's group)

The next time you get a testimonial from a client ... consider how you can leverage it in as many creative ways as possible!

Canishing!

One of my favorite past times is "canishing"!! That's when I combine canoeing and fishing together for the best of both worlds!

This past weekend, it was a beautiful fall day in North Western Pennsylvania ... absolutely perfect for canishing! We spent nearly 5 hours on the water ... catching a few fish here and there, but mostly fully enjoying the day and the time spent with family.

People often ask me ... "Why do you like fishing so much when so often you don't catch any fish?" If you're a true fisher-person, you know that it's not all about the fish! It's about the experience of being outdoors, the challenge of not knowing what's beneath the waters, and the time spent alone or with favorite people in your world. Professional fisher-people know how complex fishing is because every fish is different and every fish requires different bait. When you add into the mix the time of year, the temperature & clarity of the water ... and so much more ... the factors playing into your success are mind-boggling.

What factors go into your success with referral marketing?

1. How well you select your referral partners ...

2. How much you give to your relationships ...

3. How effectively your train your referral marketing team ...

4. How well you know what motivates your referral sources ...

5. How focused and disciplined you are with your efforts and strategies ...

The list is probably endless ... equally as complex as fishing! The one thing they both require for ultimate victory ... is patience!

No Pain, No Gain!

I've finally made the commitment to get back in shape. (No, that's not me in the photo!)

So far, so good. I decided that to jump start my "program" and establish a routine, I would hire a fitness trainer. I hired someone that I've known for about 5 years ... her name is Kathy Evans Palmisano. Kathy is the right fit for me. I prefer free weight training and Kathy is a retired body builder. We click on multiple levels and I fully respect her advice, insight, and expertise. And, because of this respect, I allow her to push my body ... no pain, no gain.

After just 7 sessions or so, I'm noticing results ... most impressively right now in my strength and endurance!


But ... here's the main point. I made the commitment, I found someone to support me, I schedule regular appointments, and I'm seeing results! Imagine if you took this same approach with a referral partner? What if you made a real commitment to them and scheduled regular appointments with them? What if you added in a layer of someone to support you ... an accountability partner ... someone who would ask you "Have you scheduled your meetings with your referral partner this month?" What would this do for your referral results?

I anticipate that after 3-4 meetings or so, you would start to see noticeable improvement in not only the quantity of referrals but the quality of the referrals given both ways.

Remember, no pain, no gain! If you don't give your referral partner your time, you'll never reap the full benefits of the referral relationship.

Memorable Plumbing

Several days ago, while driving in my truck, I noticed the side of a box truck that said, "Don't go to bed with that drip tonight!" It was Terry's Plumbing and that was their tag line plastered on the side of one of their trucks.

That one phrase stuck in my mind. Everytime I think of a memorable tag line, I think of that one! It's great! It's tactfully humorous and directly links to what that business is all about ... plumbing. It made me laugh and more importantly, it made me remember them.

Today, I saw another good one ... again on the side of a truck that crossed in front of me at the end of my driveway. The business was "Tall Timber Experts" and it said, "A cut above the rest!" I liked it ... I wrote it down ... and coincidently, I need a tree expert to fell some dead trees in my yard. I'll most likely give these guys a call for an estimate.

If done well, statements like these can really work to help people not only remember who you are but what you do.

If you have a good one or have seen or heard a good one ... I'd love to hear it!

Football Season!

Okay, I'll admit ... I'm a football fan. More specifically, I'm a Steeler fan!! I've been a Steeler fan since I was a kid in the prime of Steeler history. Lynn Swann was my favorite player ... I even have his autograph. In college, I participated in a Steeler tailgate party when my college marching band was asked to perform for the crowd. If memory serves me right, it was the year there was a football strike.

Anyway, football is a very complex sport. [Yes, they get paid way too much money ... but that's not a discussion for today!] One of the complexities of the game is each team's playbook. The playbook needs to be memorized by the team players. Some players need to memorize plays for multiple positions! One thing's for certain ... every team has a playbook and wouldn't even begin the season without one.

Do you have a playbook for marketing your business for more referrals? Some businesses take the time to map out their plays for the year in their business plans, marketing plans, development goals, and sales goals. However, very few businesses or business professionals develop a referral marketing plan (or networking plan) for the year. This produces more and more people practicing networking in a haphazard manner rather than using a calculated, strategic approach.

Imagine your favorite football team approaching the season in a haphazard manner ... reacting to what comes at them instead of proactively producing their results. As far as I can see it ... there's not much difference in how you approach your referral business!

2008 is around the corner ... will you continue your haphazard approach?

The Dating Game!

The first date ... oh what a wonderful rite of passage! Remember the awkward feeling of not quite knowing what to say or what to do or exactly how to act? The anxiety in the air was thick as pudding! Little voices of doubt were screaming in your ear ... "Will he/she like me? Will I make a fool of myself? What if I say something stupid? Will I make him/her look like a fool? This is so uncomfortable!"

This week in my Certified Networker course, we were discussing recruiting and qualifying a referral partner when someone said ... it's kinda like dating! The more I thought about it, they were right ... and on a much bigger scale as well.

Think about how awkard the relationships are in business when you first meet people. As you develop relationships into referral partnerships, there is a stage of anxiety as well. Your referral partner needs to gain confidence in referring you. The little voices in their heads are shouting nearly the same things as mentioned above! The weight falls on YOU to build their confidence. You need to dedicate the time and energy to train your referral partner on how to best refer you. You need to make it easy for them ... if you don't, quite frankly, the little voices will win ... and their anxiety will keep them from talking about you in a confident manner ... thereby significantly minimizing the referrals you will gain from that person.

So ... consider finding referral partners like dating. Choose the right person ... get them past the awkward stage ... ease the anxiety ... ultimately the relationship will become comfortable and to the point of completing each other's sentences.

Excellent Expo!

I spent the day on Saturday at the "Day of Empowerment Expo for Women" hosted by Single Step Strategies. Single Step Strategies is the brainchild of Mary Grace Musuneggi, owner of the Musuneggi Financial Group in the South Hills of Pittsburgh.

Mary Grace created Single Step Strategies based on the desire to help women in life transitions ... women exactly like herself many moons ago. You see, Mary Grace found herself an unexpected widow when her young husband and father of her new baby did not make it to their destination for the holidays due to a horrible car accident. In that instant, Mary Grace also found herself as a single mom, gainfully unemployed, and unprepared to carry on her life without her husband. She needed support and had to work very hard to find it!

Mary Grace new that when her success would provide her the opportunity to create Single Step Strategies she would provide a valuable support network of resources for women, helping to provide a place where women in those transitional moments in life could easily find the support they need. The Expo is an opportunity for women to explore the resources available.

This year, Mary Grace invited me to be one of the three keynote presenters for the Expo. It provided me with an opportunity to help women looking to grow or start a business by providing them with key information related to smart, strategic networking. It was a wonderful event and proved to be very beneficial to me.

Mary Grace has touched the lives of many women in multiple ways. Regardless of any immediate benefit to me, I am a committed supporter of Single Step Strategies. I support Mary Grace's efforts because she is authentic, she lives her passion, and she is a true giver.

I'm a raving fan! What do you have to do to create raving fans?!

Thank You Etiquette

This afternoon, I presented the second session of the "Referral Rainmaker Series" to a group of Northwood Real Estate agents. The main topic today was how to effectively ask for referrals from clients. We spoke about WHEN to ask, HOW to ask and WHAT to say. We spoke about where the relationship needs to be prior to asking.

At one point, we began to speak about following up with clients and how to do that effectively as well. Naturally, many people follow-up with some kind of thank you card. All too often, inside that thank you card is a business card!

Thank You Etiquette Rule Number One: Never include your business card in a thank you card!

Why? Because in one act of ignorance, the focus is shifted from THANKING your client, to SELLING you and your services! Not good ... not good at all. There is absolutely no need to include your business card in a thank you card.

Stop selling ... and start authentically thanking your clients. Watch the impact it has on your referability!

Camouflage Season

I've been told that today marks the start of archery season in Pennsylvania. Lots of hunters will be sliding on their camouflage pants and jackets, painting their faces, wrapping camo tape around their bows and heading off into the woods. All this in an effort to go unseen by the unsuspecting whitetail deer ... preferably a deer with a large antler rack! If they're successful at remaining undetected, they just might take home what their looking for. (Sorry for those of you who are anti-hunting!)

What effect would it have on your business if you took the camo approach to referral marketing? Let's just say this ... if you blend into the business landscape too much, you will be successful at going unnoticed. The bad thing is ... if your referral marketing plan is to get more business, by blending into the landscape, you certainly will not accomplish that goal!

Unfortunately, many, many people take the camo approach to marketing! You might recognize it ... just listen at networking events. You'll hear things like ... "Hi, I'm a financial planner" or "I sell business insurance" or "I'm a sales rep for ____". How much more invisible do you want to become?! The minute you introduce yourself to someone by title or by product/service ... you become ordinary and invisible (like wearing camo)!

Next time, change it up! Say something that addresses how people benefit from working with you ... like, "I work with people who want to be able to build their dream house!" or "I work with people who are tired of paying high health insurance rates."

Yes, it's camo season today ... but that don't let it apply to you and your business!

The Price of Coffee

I'm sure you heard by now that Starbucks is raising their prices ... effective October 6th. Did you know that Starbucks sells over 30 million beverages per day worldwide? That's A LOT of coffee (and sugar & caffeine!!).

Do you think the price increase is going to send it's loyal customers away pouting? I don't believe so. Their average customer spends $2.50 per day ... x 260 working days ... that's $650 per year! In 30 years, that's $19,500! Imagine if that money was invested?

Obviously ... price is not an issue for their customer. Why? ... because the customers are buying the full Starbucks experience! The baristas who talk to you personally and remember you by name if you're a regular. The lounge atmosphere with cool music. The clean restrooms with higher quality TP paper ... yes ... TP paper makes a difference ... ask their marketing specialists! All this for $2.50 per day.

Are you providing your customers a complete experience or just a product or service?

Do you know WHY your loyal customers stay with you?

When is the last time you asked a loyal customer for a written testimonial to address that very point?

Referral Reticular Activation

Has this ever happened to you?

You decide to trade in your car. You go the dealer ... let's say a Jeep dealer. You decide to test drive the Jeep Wrangler. You love it! But, you don't want to make an emotional decision, so you go home. Think about. Then, back to dealer ... test drive one more time. Still love it! Choose a color (red). Buy it!

In the next few days, all of sudden you notice that everyone else in town must have had the same idea as you because you start seeing red Jeep Wranglers everywhere!! I mean everywhere! Why is that always the case? It's called the "reticular activation system". This is when you seem to be tuned in to every Jeep Wrangler on the road. They're popping out of the wood work right in front of you. Why? Because you are so totally focused on Red Jeep Wranglers.

You can actually turn on the referral reticular activation system for your business by being just as focused. Here's one way to do it: Identify your optimistic client (the one you perform your best for ... the one you most enjoy). Start directing all your marketing efforts ... including referral marketing ... towards that optimistic client. Start directing your message towards that optimistic client. Start educating your referral sources on how to find that optimistic client. What do you think will happen? You will trigger your referral reticular activation system and before you know it, more referrals and opportunities will be coming your way that match your optimistic client!

Networking on Saturday!

This week, was my first week back from a week vacation ... it was a long week. The last thing I really wanted to do was to get up at 5:30am on Saturday in order to attend an event by the National Speaker's Association (NSA) -Pittsburgh Chapter. Since my referral partner really encouraged me to attend ... "it'll be worth your time ... I'm going" she said ... I decided to go. She was right!

The speaker for the event was Mark LeBlanc ... current president of the national NSA organization. I really enjoyed Mark's presentation. It was probably one of the best networking events I've been to in a while. Mark reminded me of several things that were paralleled to what I teach in Certified Networker. More importantly, he taught me several things that will add significant value to my business. He spoke about HVAs ... high value activities ... that we must focus on daily within our businesses. He talked about staying focused on our "optimistic number" on a monthly basis. In addition, he gave us a marketing plan DNA.

It never fails that I get the most value out of an event that I really didn't feel like going to. Not only did I get the great information for my business ... I also walked away with three referrals for people in my network!! Not bad for few hours on Saturday morning.

Lesson learned ... when you really don't feel like going to an event ... go anyway ... and better yet ... take a referral partner with you!

Time for an Adjustment?

A few weeks ago, I went to a chiropractor for the first time. I was nervous, apprehensive and even a little scared. As you know, there are alot of people who love chiropractors and then some who don't at all. So, I wasn't sure exactly what to feel. All I knew was that somehow, my shoulder and neck should really feel better.

So, I went to Dr. Tracey Boyles, owner of Results Family Chiropractic. Tracey and I connected when she completed my Certified Networker course and then she became a member of BNI. We share the same interest in motorcycles, camping, etc. and have since become friends. I certainly know alot of chiropractors and could have chosen anyone of them ... but my personal relationship with Tracey lead me to her.

The result was fantastic. Apparently, I needed quite an adjustment and as Tracey says, "I'm a work in progress." So, I'll be making a few more adjustments in the next few weeks, all to get things back to where they're supposed to be and in smooth working order.

What if you need to make an adjustment to your referral marketing plan? Would you be too afraid or too apprehensive to do anything about it? Who will you go to for the adjustment? Do you have a business coach, mentor, or accountability partner who can give you an adjustment? Keep in mind that you'll most likely need more than one adjustment, like the chiropractor ... depending how out of wack you are at the moment. But, don't be afraid to seek help ... you'll feel alot better afterwards when your referral marketing system is working in proper order!

NetworkingNow.com

Have you heard of NetworkingNow.com?

NetworkingNow.com is a resource for information on and about personal and business networking. This site contains a large knowledgebase of downloadable products to help you tone your networking skills and increase your networking effectiveness.

Here's a SAMPLE of the types of topics available on the site:
*Importance of Sales
*Get the Right Networking Mind
*5 Ways to Break into Online Networking
*Getting Referrals That Count
*How to Combat a Slow Economy

There are even free downloads available so that you can check out their material. On the site, you'll notice that there are several membership options and right now you can get a significant discount on a lifetime membership.

If you're seriously interested in lifelong learning around the topics of networking and referral marketing, this is a great source to provide you with a wealth of information from experts in the field!

Adirondack Adventures!

Hello again! I'm back from my Adirondack vacation!

This year, my partner and I went back to the Adirondacks for relaxation in the great outdoors. It was a fantastic trip full of hiking, scenic overlooks, mountain biking, and my first adventure in kayaking! I'm totally sold on kayaking and ready to buy my own kayak!

We met some new friends ... particularly, Connie Perry, the owner of Frisky Otter Tours, Inc. We met Connie when we were staying in this guide tent at the Woods Inn in Inlet, NY (on Fourth Lake ... in the picture). Connie's kayak/canoe rental & touring business is relatively new. While touring on South Pond, we ventured into a discussion of business and her desire to grow mostly by referral. [Imagine that ... referral marketing still happens, even when on vacation!!] What I like most about Connie is that she is following her passion. We talked about target market and making the right connections in that market. We talked about focus and the need to emphasize her unique selling position. We talked about networking with the right people. Connie and I decided to continue our dicussion in a coaching relationship to channel her passion in a way that will further enhance her referral business. I can't wait to get started.

In addition to developing this new friendship, I was also successful at finding a referral for one of my referral partners. Why? How? Because I heard a need and responded in a way that opened the door for my friend, Bob Faletti of Blue Archer.

Like I said ... it was a great vacation! Quality time with my partner, new friends, beautiful weather, new adventures, nature at it's best, and no tv, cell phone, or computer! If you've never been to the Adirondacks, by all means GO!

E-Women Network

Last night, I attended a networking event by E-Women Network. I had never heard of them until recently. I mostly went to hear my friend, Jayne Huston of Seton Hill University's E-Magnify speak. She's a fabulous women to know!

The event was different than typical networking events. The focus seemed to be more on giving than receiving, which was a welcome change. Every person had a few different opportunities to share what they were looking for or what help they needed. The group would pass their card to the person if they felt they could help them.

There were alot of BNI overtones at this meeting ... visitor hosts, referral slips, timed commercials, permission to visit the chapter twice, even language from Dr. Misner himself. It was wierd in a way. However, the "chapter" was open only to women and not limited by profession.

I liked the concept of helping people instead of being there to "get". However, I caution people referring someone that they don't really know. My intention for being there was to listen for a need and be able to refer one of my referral partners to help that person.

If you're a business women, check it out and see what you think. For me, the jury is still out.

Duh!

Have you seen those "duh" car commercials lately? Okay, so maybe you've seen them too much, however they make a good point. Where else in your life can you apply the word "duh" right now?

Duh ... I knew getting the Great Dane while still in this apartment wasn't a good idea!

Duh ... I wish I would have remembered to get gas yesterday!

Duh ... The package told me smoking was hazardous to my health!

Duh ... I thought for sure my car could make it across this flooded street!

Duh ... I wonder what would happen if I ________?

Okay, you get the picture. Don't you wish you could give out "DUH" tickets to people?

So, with regards to referral marketing, have you had any "duh" moments?

Duh ... I missed that opportunity to refer my partner because I was thinking of ME first!

Duh ... It would have been nice to have my referral partner at this networking event with me!

Duh ... I wish I had my referral partner's business card right now!

Duh ... I didn't realize my referral partner wanted that kind of business!

To limit the occurances of your "DUH" moments, pay attention to your referral partners. Keep them top of mind. Give to them BEFORE you expect to receive anything back. Write down your duh moments and discuss them with your referral partner so that you don't let them happen again!

I certainly wouldn't want to have to give YOU a referral "duh" ticket!

Value Venues

"Value Venues" ... what do I mean by that phrase?

In my mind, it's a venue by which you can add value that brings equal value right back to you as well. For example, one of my favorite examples of this is writing articles. Writing articles that impart your expertise is a perfect way to add value to someone else as well as add value to yourself by increasing your visibility and credibility.

One of my goals this year is to write and publish 20 articles for business publications. So far, I've been quite successful at writing for several publications from business newsletters to the Allegheny County Bar Association's Legal Journal. The purpose is two fold: 1) to add value to the publication by sharing my knowledge and expertise, thereby educating their consumer and 2) to become known as the expert in the area on referral marketing. So, if you need an article on referral marketing or networking, send me an email.

What are some other value venues to explore for your business?
- Networking groups, so long as you're an active member

- Writing a book

- Pro-bono speaking engagements (I ask people to apply for them and limit how many I do per year)

- Volunteering for a non-profit (so long as you volunteer for the right reasons)

What other value venues have worked for you?

Time, Energy, Attention

What do you do to GIVE to your referral partners?

How do you go the extra mile?

Today at my BNI chapter Circle of Excellence meeting, my director, George Zacherl, did a presentation that focused on one-to-one meetings. In BNI, members are encouraged to meet with other members one-to-one to get to know them and their business extremely well in order to refer each other business. It's no secret in BNI that the more one-to-ones you do, the more referrals you receive in the long run. George singled out 4 people in my chapter who have had more than 40 one-to-one meetings so far this year. Out of the four, three of us (myself included) are referral partners who make a commitment to each other to meet on a regular basis. AND, the same three are Certified Networker graduates! Is this a coincidence? I don't think so!

I give time, energy, and specific attention to my referral partners. One thing that I have done to go the extra mile for them is to sit down with them individually in my office and weed through my contact list for specific prospects for them. Then, we discuss the best approach to use to generate business for them. It's not only helpful for them on the obvious level, but it's also teaching them how they can do the same for someone else too ... maybe even me when the time is right.

So ... how much time, energy and attention have you given your referral partners so far this month? Perhaps it's time to give them what they deserve ... priority.

Survivorman!

My friends know that one of my favorite shows is Survivor! I really enjoy the concept and the dynamics that come into play with putting people into stressful situations. I even applied to be ON Survivor several years ago. Recently, I discovered a new show called "Survivorman". This is a real survivor show about one man, Les Stoud, and his adventures of being purposefully stranded in the most harsh terrains on the planet to live for 7 days alone.

I took the time to look up his website and read more about him. Les is absolutely passionate about the environment and survival strategies ... so much so that he made it his career and lifestyle. He lives far in the northern Canadian territory with his wife in a minimalist lifestyle with very little, if any, modern amenities. I find this passion to be absolutely compelling.

How does this relate to referral marketing? The way I see it, authentic passion enhances your referability. When people sense your passion, experience your passion, and feel your passion ... it becomes contagious! Other people can't help themselves from talking about you and sharing your passion with others. Passion fuels a referral marketing campaign.

Are you passionate about what you do? Is it truly what you were meant to be doing? Are you expressing your passion so that others catch it and pass it on? If your answer is "no" to any of these questions ... consider its impact on your referability!

Fill a Need!

One way to seriously enhance your referability is to fill a need. Think about the kind of customer you want. What are they complaining about? What are their biggest issues that you can help solve? How can you make it easy for people to do business with you?

Case in point. My dog is well into her senior years at age 14. She's a big girl at 90 lbs and it's really difficult to get her into the truck to go to the vet. And, the truck is not that comfortable for her anymore with her older hips. So, enter the Vet to Pet business. I found a local vet that makes house calls. He is able to perform most basic components of the health exam right in your home ... blood samples, shots, etc. The dog is more comfortable all around. And, with his portable scale, he could even weigh her. The guy's business exploded by word of mouth! Why? Because he filled a need. Think about all the elderly pets like mine. Think of all the elderly people who can't get their pet to the vet.

This guy is very referable! He made it easy for people to refer him because he filled a niche. I haven't found anyone like him yet in this area.

What problem can you solve that no one is paying attention to right now? What niche could you fill? Imagine how this could enhance your referability!

Masters of Sales!

If you could collect the top sales professionals in the world, put them in a room and stoke them for all their wisdom ... how much would it be worth to you? My guess is that it would be worth much, much more than $19.95. What if I said you COULD get it all for only $19.95! It's true.

Well ... believe it or not, all the hard work has already been done for you. The top sales professionals around the world have come together in a new book that is about to hit the book shelves! This book, called Masters of Sales, by New York Times Best-Selling Authors, Dr. Ivan R. Misner and Don Morgan is busting with valuable advice from top sales names such as Jack Canfield, Martha Stewart, and Anthony Robbins (to name a few).

Discover the secrets of the masters that have lead them to the holy grail of sales ... the good four letter word ... SOLD! Learn from their triumphs, struggles, and tactics that have made them top of their game.

Masters of Sales is due to be released this month. If you're in business, it's just one of those books that you have to own.

Become a Catalyst!

This is from Wikipedia:

In chemistry and biology, catalysis is the acceleration (increase in rate) of a chemical reaction by means of a substance, called a catalyst, that is itself not consumed by the overall reaction.

Catalysts participate in reactions but are neither reactants nor products of the reaction they catalyze. An exception is the process of autocatalysis where the product of a reaction helps to accelerate the same reaction. They work by providing an alternative pathway for the reaction to occur, thus reducing the activation energy and increasing the reaction rate. More generally, one may at times call anything that accelerates a reaction, without itself being consumed or changed, a "catalyst".

Similarly, in referral marketing, the product of the reaction (referrals) helps to accelerate the same reaction (more referrals). Referral marketing works by providing an alternative pathway for the reaction (more referrals) to occur, thus reducing the activation energy (your time) and increasing the reaction rate (shorter sales cycle).

Every referral marketing system needs a catalytic person to drive the system. To maintain the control of your productivity, that person needs to be you!

What the doctor ordered!

This morning, I attended a BNI meeting. Each meeting one member gets to do a ten minute talk that further educates the members on how to find that person more business. At this meeting, the presentation was done by the payroll specialist. Her presentation was both educational and entertaining.

In order to help her members understand what to look for or listen for on her behalf, she passed out a bag to each person that looked like something you would get from your pharmacy. The bag contained a bottle inside (with "pills" or M&Ms) as well as a description on the outside that gave visual cues of the symptoms of "payroll pain".

I learned that when someone is experiencing "payroll pain", some of the systems I can look for might look like this:

Headaches ... associated with trying to keep current on payroll tax laws

Shortness of breath ... from running to the bank to make last-minute payroll tax deposits

Flushed face ... because you're embarrassed that your CPA can't get the data she needs to close out the quarter

Bald spots ... from pulling out your hair in frustration with your current payroll process

This person did a really nice job of making it fun, entertaining and educational all at once. How well do you teach your referral partners HOW to find you business? Do they know what to look for and what to listen for on your behalf?

The 29% Solution!

If you have followed this blog site for a while, you would know that I'm writing a book. Well, actually, the book is written and it is at the publisher. My co-author is Dr. Ivan Misner, founder of BNI, the worlds largest networking organization. Together, we have put together a book that we hope will hit all four major best seller lists.

The great news is, now we finally have a cover to put out to the world! Here it is, "The 29% Solution: 52 Weekly Networking Success Strategies". The book is due to be released in February 2008 during International Networking Week.

Instead of me taking up space here to tell you what the book is all about, visit the Pinnacle Training Services website and click on the book announcement on the left side of the homepage.

Wine Tasting Parties

I love wine! I enjoy making wine, too. For me, wine is associated with one of my favorite people ... my grandfather (who is now passed away). It reminds me of family traditions and the warmth of close friendships. I remember helping my grandfather to pick the grapes and turn the handle of the wine press. The smell of wine of the basement was well worth being in the presence of what seemed like a million fruit flies!

Today, I use wine to bring family, friends, and referral partners together by hosting wine tasting parties. I'm in the midst of planning one now. The idea is that everyone will bring a bottle of their favorite wine in a wine bag so that it can't be identified. Every participant will be given a rating card to rate the taste of the wines they choose to sample. The challenge will be attempting to identify the kind of wine (shiraz, cabernet, merlot, pinot, etc.) while also choosing their favorite wine for the evening.

This kind of activity brings people together from all walks of life. It's a huge networking event for all involved. New relationships are sparked, connections are made, problems are solved, and friendships are deepened. All value that comes from my intention of bringing people together.

This kind of event is a meaningful investment in each relationship that participates.

What kinds of events or activities have you planned for your referral partners that added value to your relationship?

Purgatory

Today, I went to Purgatory and back again! That's right, Purgatory, MASS. Purgatory is about an hour or so outside of Boston ... I'm here visiting family.

Purgatory actually is not that bad a place. Today, the weather was perfect while we played mini-golf and ate great ice cream at the West End Creamery. While playing mini-golf, I got a hole in one!!

Did you ever get a hole in one while networking? I mean ... did you ever meet just the right person at just the right time? Someone that opened up multiple opportunities for you and your business? In BNI, we call this person a "golden goose"! The golden goose is better than the golden egg because the goose continues to lay golden eggs over and over. The golden goose referral partner continues to refer you over and over to the perfect type of client. That, my friend, is a networking hole in one!

Another networking hole in one looks like this: It's a busy day and despite the fact that you really don't feel like networking, you still go to the Chamber lunch mixer. At the mixer, you meet someone that your referral partner has been wanting to meet for months! After some conversation, you're able to convince this person to meet your referral partner in person and arrange the meeting. Because of this effort, your referral partner is able to close a very nice piece of business! That my friends, is another hole in one.

What's your best networking hole in one story?

Dog Training

One of my favorite tv shows is the "Dog Whisperer" with Ceasar Milan. Ceaser is amazing! It blows my mind how simple he makes it seem as he "rehabilitates dogs and trains people". Some of the key elements of dog rehabilitation is the human being consistent, being calm/assertive, and being able to project positive energy.

How does this apply to networking your business?

Imagine when you emit calm, assertive, positive energy at a networking function. This kind of demeanor enhances your approachability and likeability at a networking event. People are attracted to others who are calm, assertive and positive. When you increase your approachability, people seek you out and make a point to meet you. Eventually, this enhances your effectiveness at the event.

Being consistent with referral partners actually enhances your success. People like to know that they can count on you and that you will consistently keep your word. It's great to gain a reputation for always being early, always calling someone back in 24 hours, or always following up quickly with a referral. For the most part, people shy away from others who don't do what they say they're going to do. One reason ... association. No one really wants to be associated with someone who lacks integrity and has poor business ethics.

When you have the opportunity, watch an episode of the Dog Whisperer on the National Geographic channel. Take a lesson from Ceasar ... when networking, remain calm, assertive, and consistent and always emit positive energy.

Thunderstorms!

Many people don't like thunderstorms. I guess I'm the exception. I love thunderstorms. I even had the nickname of "Nimbus" in my younger days as a Girl Scout camp counselor. Nimbus clouds lead to thunderstorms! Thunderstorms are the direct result of two very different masses colliding (cold and hot air masses) ... I won't get more complicated than that right now.

You've experienced the result of this mid-air collision ... rain, sometimes heavy rain, thunder, lightening, etc. For the most part, all good stuff for the environment. Even forest fires started by lightening are often left to burn as it was a force of nature. Typically after the collision, the air is cleaner (it even smells clean), the gardens grow better, the grass gets greener, and even the birds sing lounder!

How often do we look at our competitors and think, "I've got to avoid them at all cost!" "I hope we don't have a mid-air collision at a networking event or trade show!" Heaven forbid we actually try to collaborate with our competition in some way! What would happen if there were a mid-air collision of competitors and together they created a new outstanding product that only the two of them could have created using each other's strengths? Like the thunderstorm, it could be all good stuff for our business environment. Without networking your way directly into your competition, you'll never see the opportunities that might be waiting for you.

Warning Signs!

Warning signs are all around us! It seems everywhere you look, there's a warning sign announcing impending danger ... "slippery when wet" ... "caution" ... "danger" ... "to reduce the risk of fire" ... "chocking hazard" ... etc. It's amazing when we actually make it through our day unharmed.

Nature has it's warning signs as well. I currently have multiple birds nesting around the property (doves, robins, wrens, cardinals, finches) and they all seem to look out for each other by shouting their alarm calls in the face of danger. Last night, a baby black rat snake began climbing a tree to get to the wren's nest box! The little wren went crazy! Enough so that it drew my attention and I was able to take the snake far, far away to live another day away from the little wrens. (If you haven't figured out by now, I have an undergraduate degree in Environmental Education ... I love this stuff!)

Anyway, warning signs do their job when they change our behavior. Do you have warning signs going off right now regarding your referral efforts? Are you giving referrals to someone and not seeing anything in return? Is a referral partner cancelling meetings on you or just not making the time commitment at all? Are you noticing that you're spending too much time in your office? If you see a warning sign, change your behavior! Perhaps you need to have a conversation with the person and address their commitment? Perhaps you need to find a new referral partner? Perhaps you need to adjust the time you're giving to one organization to another organization better suited to your goals?

Warning signs ... don't ignore them.

Mountain Biking

Yesterday, I discovered some new trails not too far from home that were perfect for my two wheeled adventures on a mountain bike. Mountain biking is alot of fun, yet it's not for the timid or risk avoiders. This is a sport that takes strength, endurance, keen sense of awareness and an ounce or two of risk taking.

When on a mountain bike, often times, your following a single track through the woods. That means, there's only room for one bike to fit, following single file. So, if you happen upon a horse, you've got to stop and move off the trail ... the horse is much bigger than you and sometimes very wary of your two wheeled stature. Along the trail, you'll hit many surprises ... roots, fallen trees, rocks, sand, pebbles, streams, puddles, and even a snake or two. You've got to have your wits about you and be ready for anything! You've got to be prepared to stop on a dime or push harder to go up hill.

All of this reminds me of referral marketing. This is a sport that's not for the faint of heart. It definately takes endurance and is accompanied by high risk ... risking your professional reputation with ever referral you pass. In addition, there are plenty of surprises ... like when your referral partners announces that she is moving to Texas ... from Pennsylvania! You've got to be prepared for the inevitable hill that's around the corner in order for your referral marketing campaign to push forward and not get bogged down in an unsuspecting mud hole.

So, put on your referral helmet, gloves, and carry your camel back (water sack) ... if you're in a referral marketing campaign, you're in for the long haul. If you want to practice your skills, check out one organization that specializes in referral marketing, Referral Institute.