5 Easy Steps to Get Others to Effortlessly Sell YOU

I think that referral and networking groups are a general waste of time and money.  Now if that doesn’t generate some hate comments, I don’t know what will.  But hear (read) me out.

Most people are dishing out hard earned money and attending these meetings and events empty handed and sometimes empty headed too.  All they have with them are business cards and some glitzy 30 second commercial.  This is not an effective way to spend your valuable time and money.  Next time you go to one of these things, bring along a "Referral Guideline" and watch what happens.

What’s a Referral Guideline and How will it Change My Life?

I’m not exaggerating when I tell you that putting together a referral guideline changed my life and the quality of my new clients.

A referral guideline is much like a "selling sheet" or brochure that you write for the most important audience that there is – the people who refer you.  It’s not fancy, it’s not glossy, but it’s loaded with the most important information a potential high-quality, high-dollar referrer needs to know.

1. What Sets (insert your company name, or your name) Apart.  You can also call this section "Why you should choose (insert your company here).  Nothing exotic here.  Ideally this will be one sentence that answers the question of why anyone should want to choose to give you their money.  So, if the owner of FedEx were to write one it would say something like – If you want your package to be there overnight. To test out your sentence here, read it to a seven year old.  If he or she gets it, then its good.  If they have a confused and blank look on their face — try again.
2. People who need what we do.   Yup.  That’s the header for the next section.  You can also use something like Ideal Client or Customer.  But I like plain English better.  The rule here is to describe and profile your ideal customer so that we can spot them across the room or we should recognize their need in less than 20 seconds worth of conversation at a cocktail party, sporting event or general conversation.  Again, use the seven year old test for clarity.
3. Referral Triggers – Things my ideal client will say that will tell you they need to call me.  This section is self-explanatory.  When I’m talking to someone, what will they say that will make me think of you.  So, if you’re a real estate agent that specializes in finding homes for newly divorced people and someone tells you their getting a divorce – BINGO. 
4. Questions to Ask or How to Refer me.  In this section, give  a little sales primer on questions your referrer might ask people as they are chatting that will pre-qualify them as a potential client.  Give  some direction on what the referrer might say.  My referral guideline simply says, "If you think that this person is a good referral for me, simply say ‘I know this woman that could help.  I think you should call her.’"
5. How can I thank You?  This is the last section and reminds us to be grateful for referrals and prompts you to have the conversation about how to say "Thanks."  Do you want to pay a referral fee?  Sometimes that isn’t appropriate, so you might want to find out what people are interested in and in what ways you can show them how grateful you are for the new business.  I’ve given gifts, restaurant gift cards, sporting event tickets, even sent flowers or gifts for kids.  Whatever is appropriate and works for both of you.