In writing my last article about the value of the referrals our company receives, we heard from some of my business associates. They wanted to chime in on the topic.
Here are just a couple:
“Referrals confirm that I’ve done a good job for my clients, and makes me continue to want to do the best work for my clients”……Patricia C. Marcin, Esq, Partner, Farrell Fritz, P.C.
“Referrals from trusted sources are the best source of business. Typicall, it means there has been some screening and that is always helpful.” ….. Roslyn D. Goldmacher, CEO Long Island Development Corp.
Both women are in very competitive fields and have many years experience. Knowing how important referrals are to them is eye opening. Clearly, it does not matter what industry, business or profession you are in - referrals mean a lot. The same sentiments were echoed by several others who I consider part of my company’s referral wheel.
If you think of referrals like ripples that go out from the center, you can visualize how a referral system works. The center (you) causes the rings to expand outward, much like the people who have successful experiences with you and your company. The further out the ring goes the less connected you are to it. You will know that you have a successful referral network when you get approached by someone who says, “Joe Doe said to call you for help with X” and you do not know who Joe Doe is. You want to perpetuate that, it is gold.
Roslyn Goldmacher keeps her referral wheel turning with these important actions:
- Treat everyone nicely
- Try to refer to others
- Belong to networking groups
- Keep the referrer advised of outcome
- Thank the referrer with a hand written note
- Sometimes reward the referrer with a lunch or dinner
- She cautions however “don’t pay referral fees or commissions.”
Actively pursuing referrals and asking for them is quite permissible, if done with tact and grace. Your style and approach to business associates should be such that they feel comfortable not only with you, but with what you represent in terms of expertise. When your work for them has been successfully concluded it is not inappropriate to mention how important their good words to others are for your continued success. Make sure they know that you are always available for questions and to assist in their decision making processes. Once you position yourself as a partner in their efforts, business persons will react in kind.
Likewise, when the opportunity arises to return the favor don’t hesitate. One caveat however, ensure that when you do refer one of your contacts to someone else that you are sending them to a competent experienced people who will serve them well. A failed referral reflects poorly on you.
This is where the many networking groups miss the mark. In such groups it is a requirement to refer within the members, but many times those associations are merely surface acquaintances without any real understanding of the abilities of the other members. If you do belong to those types of groups spend the time and effort to get a deep understanding of who they are and how good they are. Without that knowledge you should not even think of referring one of you contacts.
Roz Goldmacher added, “Successful business is all about relationships and I love when those relationships bear business fruit” and Patricia Marcin closed our conversation saying that referrals, “Just makes me “feel good” too!”
For more from the author visit www.lorrainegregory.com