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?!