Become the Go-To Person for Business Referrals

Last week I wrote about the value of giving referrals, in advance of receiving them. And that listening for others’ problems is a great way to uncover great referrals within the network of people you interact with every day. There’s an easier way to find referrals to give; become the go-to person among your clients and associates and let others bring their needs to you!

Try the following. Compose a letter to send to all your clients three or four times a year. Or send it as a quick email, but send a hard copy at least once a year. Here’s some suggested text.

Dear [so and so],

I really believe in the process of referrals, and so part of the service I provide is to be sure to refer my clients and associates to other qualified businesspeople in the community.

Attached is a list of areas in which I know very credible, ethical and outstanding professionals. If you are looking for a professional in a specific area that I’ve listed, please feel free to contact me. I will be glad to put you in touch with the people I know who provide these services.

Regards, etc.

Notice that you list only professions, not names and phone numbers. You want to engage your clients to contact you and thus deepen the relationship you have with them, not to become a phone directory. Do this and you will become known as an effective networker, a gatekeeper and an honest giver. And you will also build credibility in your community.

The value of becoming a gatekeeper is huge. Every time someone contacts you for a referral, you get the opportunity to engage in a dialogue about what your business does and how you can help them. This in turn will lead to more business for you, as well as the recipients of referrals among your network.

Be sure to send a copy of your letter to the people represented in the list of professions. If they start to receive referrals, they will work hard to reciprocate and send referrals back to you.

Action this week! Write your own letter to your network of clients, prospects and word-of-mouth marketing team. Be sure to include only a list of professions, not names and numbers.

This one action will put you in touch with your network in a way that benefits all parties. You have something they need: referrals and contacts. Open the door to reciprocal sharing and giving and you will be amazed at the business that will flow around you and towards you.

This article is similar to an educational talk I gave at a BNI Premier networking breakfast. It is based on material in The 29% Solutionby Ivan Misner.