What Good Referral Partners Need to Know About Each Other

Whether you're starting out in a new career or trying to expand an existing customer base for an established business, one thing is certain: life can be so much simpler if you form strong relationships with like-minded people who want to help you get ahead. This usually means "referral partners." that wonderful group of associates that savvy business people have working for
them 365 days a year to help them increase their bottom line. These are the folks who can bring in new business for you, and you, in turn, do exactly the same thing for them.

One way to maximize the effectiveness of your referral partners is to think of them as potential customers. Make sure they know everything about you and your business that you would want a potential client, customer, or patient to know. If you're not sure what that might be, it's time to go to the drawing board to make a list of everything you think would encourage a potential client walk through your door. Here are just a few examples of things you want your referral partners to know about your business:

Where are you located?

If you're going to make or receive a referral, this information should be at the top of your list. Not only should you be able to tell people where the person you're referring is located, you should also be able to provide driving directions and parking information. Think about it. If you were to receive a recommendation for a chiropractor, for example, wouldn't you think it odd that the person making the referral had no idea where the
office was located? I know I would, and I'd be a bit suspicious as to the caliber of the referral.

What are your qualifications?

What kind of training have you had? Have you completed the
Training or are you still studying? Where did you go to school?
Is the school accredited? What degree or credentials have
you earned?

What professional associations do you belong to and how active are you?

Whether you're a realtor, a coach, an insurance agent,
a school teacher, or anything else for that matter, people want
to know that you are a "professional" The surest sign of being serious about your way of earning a living is to be an active member in your profession's governing body. I can't begin to imagine going to a doctor who wasn't a member of a national medical association. Can you? Anyone who is even remotely serious about being part of a profession, would be wise, I think, to join their professional association and to adhere to its
code of ethics. Membership in these groups also separates the serious pro from the part-timer.

How long have you been doing what you do?

This is something people always want to know. If you've been
in the same line of work for 10 or more years, this is impressive;
make sure your referral partners stress your experience. If
you're new to what you're doing, train your referral partners
to answer this question by saying that you're "in his/her first
year." That sounds far better than saying you've been at it
for only a week! Nobody has lied, but nobody has to know that
you're at the start of your first year, either (unless they
specifically ask). All the client probably heard was
"one year." which will, at least give you a better shot at
having a conversation with them than if they think you have no
experience at all. After that, it's up to you to gain their
confidence. There's only so much a referral partner can do;
the rest is always up to you.

EXACTLY, what do you do?

What is the scope of your job and what responsibilities do you
have? If you're a real estate agent, for example, do your referral
partners know what that entails? Do they know that you are
connected to a national referral system and that you can find a
local realtor for their aunt who wants to purchase a home in
another city? Do they know that you'll get a commission for this?
Do they know that you give free market evaluations, arrange for
financing, can find a plumber for the leaky bathtub, etc., etc.,
etc. Don't assume anything; make sure people know what you do.

What's your target market?

Do you have a niche? What are the demographics you're aiming for?
In other words whose business do you want? Sure, it's great to want
"everyone's" business, but the chances of that happening are slim to
none. Wouldn't you be happier if you actually cornered the market--if
you had 97% of the business of-- say, male ambulance drivers, aged
18-34 with a household income of $65,000? If that's your target
market, make sure people know. If you don't know what your target
market is, now's the time to stop and figure it out. If you're not
sure whose business you want, how can you expect someone else to do
the birddogging for you?

What makes you so great?

This is really important. What do you do that your competition
doesn't do? Why would I want to be your referral partner? What will
you do for the people I send your way? What kind of a track record do
you have? How can I be sure that you'll look after the people I send
your way? What kind of guarantees do you offer? If I'm going to be
your referral partner, I need to know these things. Tell me
everything you can think of that will make me confident that you'll do
a good job.

Take the time to review these questions and come up with some more
of you're own. You'll soon find that you'll be able build your
business or practice "with a little help from your friends."

(c) Copyright 2002 Leni Chauvin, CPCC

Leni Chauvin is an Executive, Business, and Personal Success Coach and an expert in building business through strong referral networks. She works with individuals and groups who want to have outrageously successful
careers AND equally phenomenal lives. Visit
NETWORKING GAZETTE to learn more and to subscribe to Leni's FREE e-mail newsletter.

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