In this post we look at the third step of the referral process. Without step three there is no referral, you cannot pass a referral if you cannot identify a persons need. In step three, you teach your network members how to identify the need for your product or services. Few people ever teach this part of the process to their network members. They assume that if they pass enough knowledge about what they do and how they do it, people will pass them referrals. If you stop at steps one and two you will only receive leads or reactive referrals. While reactive referrals are good, they cannot be predicted and depend on. Reactive referrals required a lot of “If’s” for them to happen.
If someone calls me and ask me who I know that can fix their car, and if I can remember to pass your information on, and if they pick up the phone and call you, then you get business. Companies pay a lot of money to develop top of mind thinking for just this kind of business. Companies like Nike, Coke and Budwiser. Word of mouth works, it brings this kind of business in and you can make a living doing it. But, it will not get you proactive, predictable, high value referred prospects. For that to happen your network must understand how to identify need on your behalf. What questions can they ask their clients when they are talking to them, what might be happening in their lives that will trigger your network to ask the questions. What pain do fix for your customers and how will you teach that to your network members?
The more you teach your network the higher the quality referrals you will receive from them.