This Month's Referral and Marketing
Tools Article:
"Why
Businesses Don't Get The
Referral Business They
Should"
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Most
businesses
and
business
people
understand
the
value
of
referral
marketing,
so
why
are
so
few
of
them
becoming
proficient
at
building
and
maintaining
a
referral
network?
According
to
the
CEO
of
the
world’s
largest
networking
company,
a
lack
of
any
sort
of
systematic
approach
is
to
blame.
Dr.
Ivan
Misner
who
founded
BNI
(Business
Network
International)
conducted
research
that
showed
a
wide
difference
in
the
percentage
of
business
being
generated
by
referrals
and
the
percentage
desired.
Misner
calls
this
the
“referral
gap”
and
says
it
exists
because
few
businesses
place
the
systematic
emphasis
on
networking
that
they
do
on
other
areas
of
their
businesses.
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“It’s common, but still
perplexing,” Misner admits,
“that something that is so
generally considered important
is given so little attention. It
starts with a near total lack of
subject coverage in any form of
higher education that carries
over to the failed belief that
referrals are simply things that
happen by chance. Nothing could
be further from the truth.”
Misner's advice for the would-be
networker starting a simple
networking system is simple.
1) Categorize possible
members of your network – people
who can provide you information,
people who can provide support
and people that can provide
referrals. List names,
relationships and the “way” in
which you are involved with the
people in your network.
2) Keep in contact with
important members of your
network.
3) Build upon your existing
network, paying attention to
fill in voids where your needs
outstrip your networks ability
to help you.
4) Figure out how to give
meaningful referrals to
important members of your
network.
5) Follow up on any referrals
given to you or your business.
“Building and maintaining a
solid referral network,” says
Misner, “takes the same focus
and effort that learning
anything worthwhile does. But
from what we know about how
effective networking can be as a
business tool, focusing on your
networking skills may have a
bigger payoff.”
BNI (www.bni.com)
is a referral networking
organization, which at last
count had over 3,600 individual
chapters in 22 countries
worldwide. BNI’s Founder & CEO,
Dr. Ivan Misner is the author of
several book’s including the NY
Times best-seller, Masters of
Networking, (www.MastersofNetworking.com)
and the recently released #1
best-seller, Masters of Success
(www.MastersofSuccess.biz). |
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