Does My 1 = Your 1?

The hallmark of a "good" referral relationship is one that has both parties feeling as if they are getting benefits.

Traditionally, that might mean that if you and I are in a committed referral relationship, then for every referral you send my way, I'd certainly send one back to you.

But this is where the real world clashes with the ideal world.
First of all, not all referrals are equal. The ten referrals I send your way, could be far outweighed by just one referral you send to me. Unit measurement is probably not the best way to quantify the results of such a referral arrangement. Measuring referrals exchanged by two people is probably better achieved by noting dollars realized.

Additionally, in strongly committed relationships, what one individual wants, may have nothing to do with a referral. This person may want a speaking engagement, an invitation to an event or even just your time. They may give business referrals in return. So the relationship is satisfying the needs of both, but the referrals are not equal.

What this all boils down to is that both parties have to talk with each other openly and honestly. Then and only then will the relationship thrive.

Selling for Others

The other night at the Evening with Masters book event, we honored three local authors and asked each to bring their books to sell and autograph.

When I first asked my friend Karen Shulman, she deferred saying that book signings are not worth her time. She stated that she never has sold many books at such venues.

I convinced her that this event would be different.

(Man, was I scared that I was going to be wrong!)

Well, I wasn't.

Karen sold 30 of her books. The most she's ever sold at a one time event except for maybe the very first book signing when the book first came out.

What made this event different?

The difference was that Karen wasn't selling her own books. She was an honored guest. Instead I sold her books! Yep, that's right, I told those in the audience why they should buy her book; why it is a favorite of mine; and even who they should think of giving it to. (I gave one copy to my friend Lynda Goodremont to give her reason to laugh when she was at chemotherapy.) By the way, Karen's book is "I Never Meant to be Funny." You can order it directly at here. (Or you can buy a signed copy directly from Karen by sending an email to motherstories.com.)

We can all sell for each other much more easily, than we can for ourselves.

And that's why the whole world of referral-based marketing is so magical.

What have you helped to sell for someone else?

Unlikely Partners

Today, I visited with the Bowling Green, Ohio, Silver Dollar BNI chapter for a visitor day.

There are several reasons to have a visitor day; new members and new opportunities.

But who would think that a Heating and Cooling guy and a woman that sells Shaklee would have anything in common.

This is what I love about networking. It is so unpredictable.

Today the visitor, the HVAC guy, talked about being new to town and that they are focusing on those types of issues that are more "green" like geo-thermal and wind turbines. In fact the company name is Green by Design.

The member, Kaylene Smith, asked for people who want to live "green" lives as her referral request. Shaklee's products support that lifestyle. Now, I don't know what is going to happen with these two, but it sure would stand to reason that they might have customers in common and would be able to refer to each other.

Who'da thunk it?????

What's the most unlikely referral pairing that you have run into?

Listening, Truly Listening

Listening is all it takes.

If the rest of the world is just like me (and why wouldn't they be???) we'd all be able to help each other if we'd just slow down and listen to what people are saying. Referrals and networking opportunities would abound.

Today I had lunch with Lisa Litalien with Central Travel. She was getting me together with one of the other managers at Central Travel, Polly Caumartin. During lunch Lisa mentioned again, that she would like to have an introduction to Talent Track, a company located in Toledo. This is the second time I have heard her say this, but the first time I didn't write it down. (Bad girl!) This time I did. When I got home I emailed another one of our Certified Networker grads that happens to have a connection with that company. Since Lisa is also a CN grad, I felt very comfortable asking him to help her.

But the most important part of this story is that I had to listen, really hear what Lisa was wanting and then do something with that information.

Have you ever heard someone ask, but not really listened? Or are you a conscious listener all the time?

Sharing Information

A lead is a four letter word. It describes something less than a referral. It can have a negative connotation, but really it shouldn't as long as it is understood.

In my world, a lead is information. So while it can be less than desirable if that's all I get from referral sources, if I truly want to share information with others, then it is good!

The training team for Certified Networker here in NW Ohio is about sharing information. I had been emailing them the names of all people I met with each week to keep me accountable for reaching my prospecting goals.

At the last trainer meeting, the team suggested that we adopt two ideas. One was that in my report they wanted me to include the company name along with the person's name. Makes sense, doesn't it???

The second item is that they want to share the names of people with whom they have met. That way as a group of six we can help each other. Already in just doing this for two weeks, there have been requests from and to each other asking to introductions to people on this list. Gosh, why hadn't we thought of this before? Seems pretty simple, doesn't it?

So this list that we're compiling. It's really a lead to the other five in the group. Each name is a piece of information only. But it is the support behind the list that keeps it from being only a four letter word.

How do you share your prospect list?

The Red Ribbon

Today I earned a red ribbon. I was the winner of our Toastmaster club's annual Evaluation Contest.

The TM method of giving feedback is wonderful. It goes like this: "Praise, what could be better, and then more praise."

After the meeting I got to thinking about how important that skill is in the business world, and especially the world or referrals. Giving feedback is all part of the communication cycle. It is especially helpful for when a "bad" referral is received. If no feedback is given, you can plan on getting more of the same.

Giving feedback allows your referral source to save face and yet learn how to do better the next time. Your side of the conversation might sound like this, "Gosh, Jimmy, thanks so much for thinking of me. Let me tell suggest how you might make it even better. If you could personally introduce me to _________that would really be great. It really makes me pleased to to know that you were working on my behalf."

In the Certified Networker class series, we spend a considerable amount of class time talking about how to train a referral source. It is all about communication!

What do you do when you get a 'bad" referral?