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.