Effortless Networking

A couple of weeks ago, I presented my “3 Secrets for Effective Networking” workshop at a conference for small business owners. The room was packed with participants who had really sharp questions for me — which I loved!

By the way, this workshop is available on CD. If you want, you can order a copy for yourself or someone else right here.

Well, at the end of the final section of the workshop, where I cover how to ask for what you want in a way that gets you better results, one person asked me this question:

How and when do you ask your existing clients for referrals?

This is a great — and rarely asked — question, so I decided to dedicate this article to it.

My short answer (there’s always a short and a long answer!) is:

1. Look for patterns in how and when your clients are giving you referrals now, perhaps without you even asking for it.
2. Then leverage those specific moments and explicitly ask for referrals.
3. Finally, ask in different ways, since “one size doesn’t fit all”.

Here’s a story that may help.

There is a foot reflexology massage place in Japantown, San Francisco, that I discovered a few years ago. They provide such wonderful service, and make me feel so pampered and luxurious, that I have driven one hour each way just for a 30 minute treatment!

Well, every year I get a note from this place, thanking me for being a loyal customer. And as a thank-you gift they include a 10-minute extension coupon for my next visit.

This ensures that I return for more services — which I do. But I do more than that.

I’ve noticed that the past few times that I’ve gone for a foot massage, I’ve taken someone with me — someone with tired feet who’d enjoy and appreciate the whole experience as much as I do.

I’m giving them referrals without them even asking for it. Imagine if they had asked for it!

How many more new customers might they get if they explicitly asked their current satisfied customers (who may not think to bring along a friend) for referrals?

What if they included a special offer to buy gift certificates at a discounted rate, along with the 10-minute extension coupon?

What if they gave each customer a card to fill in with comments and referrals when we got our tea at the end of our wonderful massage?

So … are you tapping into the network of people that each of your satisfied clients and customers have? Are you doing so on a regular basis? If not, how might you do so?

I hope this gives you some food for thought!

Till next week,
– Sri