How to Cultivate a Network of Endless Referrals, Part I

Bob Burg

You're a high-caliber sales professional. Your knowledge and wisdom are exceptional, and the value of what you offer is undeniable.

But, if you're like many, finding new, high-quality prospects to fill your sales funnel and keep it filled is often a challenge.

Have you ever asked yourself the question, "Who do I speak to next, now that my list of prospects is running out?" If you're not consistently cultivating new, qualified prospects and referral sources, you're leaving money on the table and keeping many willing people from utilizing your expertise and deriving the benefits of your product or service.

While certainly not everyone you meet is a qualified - or even interested - prospect, many of them know lots of others who just might be. There are "diamonds in your acres." It's up to you to "mine" them.

If words like "networking" leave you feeling a little flat - if you just aren't getting the results you want - it's time for a new approach.

First, let's define what we mean by Networking, since the term is understood and effectively utilized by far too few.

Networking: "The cultivating of mutually beneficial, give and take, win/win relationships" (this, as opposed to the stereotypical slick-talker who aggressively shakes hands and hands out business cards to everyone with whom they cross paths). When practiced correctly, with the needs, wants and desires of the other person in mind, and following a specific system, it will dramatically increase your referral business in a way that will astound you.

Following a specific system is important.

What is a system? It's simply, "The process of predictably achieving a goal, based on a logical and specific set of how-to principles." To paraphrase Michael Gerber, author of the classic, The E-Myth, "Systems permit ordinary people to achieve extraordinary results, predictably."

In this series, we'll learn a system that will help you become a master at obtaining and gathering "A-List, high-quality" prospects and referrals. This, while never coming across as pushy or aggressive.

First, I want to share the premise upon which top-producing networkers build their business. In fact, I call it "The Golden Rule" of Networking:

"All things being equal, people will do business with, and refer business to, those sales professionals they know, like and trust."

Your goal is cultivate relationships with people with that "Golden Rule" in mind and, one person at a time, develop an "Army of Personal Walking Ambassadors."

Opportunities constantly arise to meet new people. At local business events, church or synagogue, charity functions, your child's ballgame and myriad other places. And, whether or not these people will ever become customer or clients, the chances are good they know others people who very well could. After all, it's been documented that most people know about 250 other people. Therefore . . .

"Every time you develop a relationship with one new person who knows you, likes you and trusts you, you've just increased your personal sphere of influence by a potential 250 people every single time."

The key is to do so in a way that is professional, non-intimidating (to you as well as them) and effective.

Let's say you meet or are introduced to someone at a local business or social event. Many feel they need to do most of the talking, constantly promoting their product or service, showing how knowledgeable they are, and maybe even ask pointed, personal questions about the person's situation in order to discover needs. 

What this typically accomplishes is to make the other person nervous and defensive and you the same. Instead, let the conversation happen naturally, and in such a way that your new prospect and/or referral source enjoys the conversation as much as, if not more then, you do.

How?  Ask questions. But not just any questions. And *not* prospecting questions. Instead, use Feel-Good Questions®. These are questions designed to put the person with whom you are speaking at ease, and begin the rapport-building process. Feel-Good Questions® - by their very nature - make the other person feel good; about themselves, about the conversation, and about you! 

These questions are the first step toward accomplishing the all-important "know you, like you, trust you" feelings toward you in the other person. And, these questions will *not* come off as invasive or intrusive.

Although I have ten "Feel-Good" type questions, please know you'll never ask all ten in any one conversation (if you did, you'd probably come off like Mike Wallace of 60 Minutes). Typically, no more than two or three is best. Still, they are all good to know depending upon the person and situation.

Let's look at just two. If you ask only these two you'll find a remarkable difference in the response you get from this person as opposed to others in conversations where you spoke mostly about yourself and your business.

Question #1: "How did you get started in the 'widget' business?"  I call this the "Movie-of-the-Week" question because most people love the opportunity to "tell their story" to someone.  Remember; most people don't care enough to ask.

Question #2: "What do you enjoy most about what you do?"  Again, something very positive to associate with you and your conversation. 

You are focusing on them, as opposed to you and your business. This person feels good about you and has enjoyed answering your first two "Feel-good" questions.  This is a great start, but it's just a start. Now it's time for the "One *Key* Question" . . .

And we'll discuss that in the next installment of our series.

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Bob Burg (http://www.burg.com/) is author of the sales classic, Endless Referrals: Network Your Everyday Contacts into Sales.  His newest book (coauthored with John David Mann) is The Go-Giver: A Little Story About A Powerful Business Idea, which hit #6 on The Wall Street Journal Business Bestsellers list after just three weeks. To download a free Chapter of The Go-Giver, visit http://www.thegogiver.com/.