The key to getting better results from business networking is simple. Build a better network. Here’s how it’s done. There are 3 types of referrer…
- Reactor
- Promoter
- Creator
A reactor is someone who tells others about you when the opportunity arises. For example, a person might say ‘I really need a web designer’. The reactor says ‘I know a great web designer!’
A promoter tells others about you despite not being asked to do so. For example, a promoter might tell a friend he has just had the best holiday ever, and encourages his friend to use the same travel agent.
A creator generates valuable opportunities on your behalf in ways that are likely to work, and go far beyond promotion. I given an example of this below.
The key to improving your profit from business working lies in identifying who your best natural creators are. And that starts by writing down the name of every person you know, and indicating what type of referrer they are for you (i.e. reactor, promoter or creator).
Examine your list and identify your best creator. This is the person who generates referrals of high quality on a regular basis.
Once you know who your best creator is, work out why they refer business to you. Make sure you fully understand what they get out of the relationship. If you’re not sure, pick up the phone and ask. Then go find more businesses like that.
Here’s a personal example. My #1 creator of new business is Intune Computer Services. Here’s why…
- I offer 4 products they can resell as his own (i.e. white-label)
- It costs almost nothing to offer them to their clients
- By doing so they gain a greater share of their client’s IT spend
- By offering extra services they can exclude potential competitors
- By offering extra services they may secure new clients and introduce their core products in future
What’s not to love about that from their perspective?
I’m not suggesting you white-label your own product. For you, this may look a little different. As soon as you understand the mechanism that drives your best creator, you can ask to be introduced to more of them.
Even better, you’ll have a thorough understanding of why it’s in their interests to use your service.
If you’re a member of BNI or another business networking organisation, this approach is like gold. It gives you a specific focus that makes it much easier for others to refer business to you.
