Thursday, January 31, 2008

Referral Marketing: A Labor of Love!

It's been a tough week as I've been nursing my sick elderly dog through a rough patch. If you're a pet lover, you can appreciate the added stress of knowing that sooner rather than later, there will be a time to say goodbye. For now though, nursing her and keeping her comfortable is truly a labor of love. The focus is on giving back to her the same loyalty she has given over the last 15 years.

It's amazing that even in all of this, there's a correlation to referral marketing. Referral marketing is indeed a labor of love. It takes alot of giving in order to begin to see the fruits of your labor. And, I find, that the closer the relationship, the more willing you are to give. Those people come first in your referral marketing efforts ... and they should.

Be sure to give back to those loyal relationships with the same loyalty that they deserve.

Tuesday, January 29, 2008

Referral Marketing: Six Degrees Scam!

The February 2008 issue of Discover Magazine contains an article called, "If There's Really Only Six Degrees (of Separation) Between Us and Osama bin Laden, Why Can't We Find Him?" It's all about how when Stanley Milgram reported the findings of his famous "small world" study, he neglected to report all the facts!

Milgram's own study actually showed that only a very small percentage of the population, 29% at best, are actually separated by six degrees ... not the entire planet as we have all been led to believe. The most interesting thing about this article, is that it is exactly what my soon to be released book is based upon!!

My co-author, Dr. Ivan Misner and me, believe that it takes training, practice, and commitment to the process of networking in order to actually be in that special 29% of the population who can claim to be separated by only six degrees to anyone else in the world. It's not so much a matter of if we are connected as it is a matter of how well we can motivate someone else to actually connect us.

Next week, I will make a presentation in which I turn the six degrees of separation theory upside down, based on Milgram's own information. Pittsburgh's International Networking Day event is on February 5th from 3-7pm at the Radisson Hotel in GreenTree. There's still time to register! Join us for a unique look at this sociological study that has influenced our lives for so many years. And, you'll walk away with an un-edited sneak preview of the soon to be released book, "The 29% Solution"!

Hope to see you there!

Friday, January 25, 2008

Referral Marketing: Modify Your Game Plan!

I'm a big Steeler fan! I enjoy watching football games, especially when it comes to the playoffs. In the playoffs, everything is magnified! The teams have tried to perfect their game plans all throughout the season, knowing that even the simplest of mistakes could cost them the game in the playoffs ... because, yes, everything is magnified!

This year, the playoff games were filled with magnified mistakes, missed opportunities, and consequently huge upsets! Even the Patriots had to fight to stay in it! Somehow, Tom Brady managed to overcome 3 interceptions to win the AFC championship. Now ... please don't get me wrong ... I am NOT a Patriots fan. I can't stand the Patriots. However, I will give them credit for one thing ... they make adjustments to their game plan along the way. This helps them to win games. They're flexible and smart enough to know when something is not working and they change it. Most teams aren't willing to abandon their game plan ... and if they do, it's often too late.

Don't fall into the same trap as those teams that never got close to the playoffs this year. If something about your referral marketing game plan isn't working ... make an adjustment! And, make it now! If your referral partner keeps cancelling your meetings, make an adjustment. If your message is confusing, change it. If your commercials at your networking group aren't motivating people to act, be more creative.

Do it now ... you don't want to fall short of your own super bowl dreams!
Go Giants!!


Wednesday, January 23, 2008

Referral Marketing: Invisible Forces (part three)

As I mentioned in two previous blog entries, I believe that there are 3 invisible forces at work when we are networking. We've already addressed the "force of repulsion" and the "force of attraction". Now, let's address the third ... the force of reciprocity!

Reciprocity is simple ... you do something nice for me and I'll do something nice for you. Or is it REALLY that simple?! If it were that simple, then why do so many of my clients complain about the fact that they give referrals to people and never get anything in return? I hear it alot and it can become very tiresome for people. It can drive a wedge between two business people.

Reciprocity is based on the level of commitment to the relationship. It's based on the perceived value of the relationship. It's a built in win-win situation when it works! So, why doesn't it happen more frequently.

One reason is because people are building relationships with the wrong people. Let's face it ... if bankers prove to be a good referral source for you ... not every banker will do. If you believe otherwise, you'll end up wasting your time with the wrong people and the force of reciprocity will be working against you rather than with you. When you find the RIGHT banker (for example) that person will have a high commitment to the relationship. Among other things, they will give you their time and energy towards helping your business grow.

When you're networking with the RIGHT people, the force of reciprocity becomes a non-issue. If you've been facing a closed door when it comes to reciprocity with your relationships, perhaps it's time to analyze and evaluate your relationships.

Monday, January 21, 2008

Referral Marketing: Change is in the Air!

There seems to be so much change in the air right now that if I wasn't watching the snow fly, I'd think it was Spring! So many people around me are making changes in their careers. Becky started a new business, Lorraine moved to a new real estate office, Jim moved to a new mortgage office, and Linda started to work for me. All of these changes are GOOD! Especially, Linda working for ME! :-)

For most people, change causes anxiety. There are new things to learn, new people to meet and associate with, new routines to develop, and new habits to form. Change can also be a very good thing. It can rejuvenate your life ... I'm watching this happen to my friend Becky right now! Change can be exciting, exhilarating, challenging and very enjoyable. It can breathe new life into your days.

How can this kind of change impact your referral marketing plan?

If change has happened to your referral partner, sometimes the change can be great! Becky's new business will allow her to refer me much more often and me the same for her! Even though Becky and I have known each other for five years, now that she has a new business, we'll need to meet frequently in order for us to learn how best to refer each other with this new focus.

Sometimes, a change with a referral partner might push them outside the realm of being a good referral partner, because their focus now might take them away from your target market. If that happens, it could impact your relationship since you might not spend as much time together.

No doubt, you'll experience change with your referral partners. Be ready for it!

Monday, January 14, 2008

Referral Marketing: Invisible Forces (part two)

In the last entry, I talked about the Force of Repulsion ... as it relates to networking. I mentioned that, from my perspective, there are three invisible forces of networking. So, let's talk about the second ... The Force of Attraction!

Would you be attracted to the creature in this photo? I think not! I hope not!

The force of repulsion can be counter balanced by the force of attraction. So, if you're repelling people while at a networking event, you obviously are not attracting them. Like the force of repulsion, attracting people is totally within your control. Someone who is an expert at this is Scott Ginsberg, who can tell you all you need to know about "approachability". [Perhaps Slobba the Slut needs to call Scott!]

The best networkers are great at attracting people. They seem to have people around them all the time. They make the most out of every networking event, getting a high return on their investment. What do they do so well that others need to know? Here are a few of their secrets:

1. Smile! It seems like the simplest thing to do, however if you're not smiling, people typically won't be attracted you.
2. Don't sell yourself at networking events. Participating in networking events is not a direct sales activity. The faster you realize this, the more people you will begin to attract.
3. Position yourself as a center of influence. When people perceive you as the "go to" person, they will be drawn to you to help solve their problems.
4. Follow-up. This is critical in order to keep people coming back to you in the future.
5. Give value. People are attracted to those who add value to their lives!

Now, you're informed of two invisible forces of networking ... the force of repulsion and the force of attraction. Stay tuned for the final saga.


Thursday, January 10, 2008

Referral Marketing: Invisible Forces at Work

May the FORCE be with you!
I sure hope the force IS with you because if it's not, it quite possibly could be AGAINST you! In networking, that would be a really bad thing.


From my perspective, there are three invisible forces at work while you're networking. This blog entry will address the one that has the potential to cause irreversable damage to you, your business, and your image! It's known as the force of REPULSION.

It's absolutely amazing to me what people do when they're networking that will actually repel people away from them. Here are five of the most common mistakes I've seen people make while networking that pushes people away or instantly raises that invisible wall.

1. Shoving your business card onto someone who has not asked for it! Stop selling!
2. Looking beyond someone when you're speaking to them to see who you'd rather be talking to!
3. Verbally throwing up on someone as you talk and talk all about YOU!
4. Walking around with your hands full of food ... sending the message that you're really there for the food, not the people.
5. Hanging around with the clique from your office ... no one feels comfortable breaking into a clique!

Are you guilty of any of these? If so, you're engaging the force of repulsion ... not a good thing for you, your business or your image! Take note that you can control the forces of networking.
Do you prefer to have the forces working for you or against you?

Stay tuned for part two and three of "the invible forces of networking".

Monday, January 07, 2008

Referral Marketing: It's an Art Form!

Music ... painting ... sculpture ... print ... etc. ... all forms of ART.

Wikipedia says this about "art" ...

"It has been defined as a vehicle for the expression or communication of emotions and ideas, a means for exploring and appreciating formal elements for their own sake, and as mimesis or representation. Leo Tolstoy identified art as a use of indirect means to communicate from one person to another. Benedetto Croce and R.G. Collingwood advanced the idealist view that art expresses emotions, and that the work of art therefore essentially exists in the mind of the creator."

Referral marketing is indeed an art form consisting of indirect and direct means to communicate from one person to another. It is a means by which to express the emotion and passion behind WHY you do what you do to those who can best refer you business. It begins in the mind of the creator (YOU) and filters down to those who will share your message with others.

So think about it:

How passionate is your message? Does it contain your emotion? Will people care enough when they hear it to pass it on to others?

What direct means do you use to develop your word of mouth marketing team? Personally, my direct method includes meeting regularly with my referral partners. I am currently setting up meetings with them to learn their 2008 goals in order to help them accomplish those goals. I know the value in helping a referral partner to meet their goals. I will actually go so far as to include a goal in my business plan that addresses how many referrals I want to bring to each of them this year.

Every day I practice this art form in order to master it to the best of my abilities! Are you planning to master this art form and reap its benefits or are you satisfied to remain a starving artist?

Thursday, January 03, 2008

Referral Marketing: International Networking Day!


Did you know that the first week of February has been officially designated as "International Networking Week"? This year, 2008, is the second year to celebrate networking officially with a designated week. AND ... International Networking Day is February 5th this year!! That's right ... one official day out of the year to celebrate the contact sport of networking.

This year, I happen to be the keynote speaker for Pittsburgh's International Networking Day celebration! I'm very excited about the opportunity! My presentation will address the six degrees of separation theory as it applies to networking ... and pretty much ... turns it 180 degrees around!

The event will run from 3-7pm on Feb. 5th at the Radisson Hotel in GreenTree. If you want to know more about the event or if you want to register to attend, please visit the website at http://www.indpittsburgh.com/

We are expecting 400 or more people to attend. It's a fantastic opportunity to make new connections! It's a fantastic opportunity to start your new year with a BANG.

I hope to see you there! If you're an avid reader of this blog ... perhaps we can finally meet in person!

Tuesday, January 01, 2008

Referral Marketing: New Year / New Habits!

Welcome to 2008! I find it hard to believe, but yes ... another year is upon us!

I noticed this morning that the YMCA that I belong to had a surge of new faces in the hallways! Yep ... you guessed it ... it's the January rush of new year resolution promise makers. They promise to exercise more and take better care of themselves. And, if you're a regular to the Y you know that in a month or so, the hallways will be back to normal with the regular faces, as all the promise makers have given up.

Why do so many people try to make a commitment and then give up?! I think it's because it's really, really hard to change a behavior or break an old habit! Jack Canfield, creator of Chicken Soup for the Soul, says it takes at least 30 days to break a habit. He also says this (paraphrased) ... "All of your current habits got you to where you are right now. If you want to be somewhere else, you need NEW habits in order to get there!"
So ... think about your referral marketing efforts. All of your habits are giving you the results that you're getting right now. If you want better results from your referral marketing efforts, you need NEW habits! What will they be for 2008? How will you ensure that you stick to them? Will one of your new habits be to hire a referral marketing coach or business advisor?

New habits lead to new results! It's the simplist hardest thing to do for your business.