How to Cultivate a Network of Endless Referrals, Part III (Be a Connector)

Bob Burg

In the previous articles, you met a new contact and did an excellent job of establishing an initial rapport. This, first, simply by letting them talk about themselves and their business instead of you talking about yourself and your business. That right there separated you from practically every other salesperson they'd ever met. However, you also asked them two of the Feel-Good Questions® as well as the "One Key Question." Together, that is a powerful combination.

By the time the conversation ended and you asked for and received their business card, he or she was very, very impressed with you. And, if you met in a non-event setting, that would be it. The next step would be the follow-up (Part IV).

First though, if you are at an event of some type (Chamber of Commerce, social function, charity event, etc.) where you met this person, you can add an additional step, and this is powerful! This is part of the system that, with a bit of practice, will become second nature to you, and provide terrific leverage.

Let's imagine that it's 30 minutes into the event and you've had brief but good conversations with several people (yes, you can ask the same Feel-Good Questions® and "One Key Question"). That's fine; when it comes to effective and profitable networking, quality trumps quantity every time.

Now, you're standing alone at the hors d'oeuvres table when Gary Gregory, the copying machine salesperson you met earlier walks by. Simply re-introduce yourself to him by name. "Hi Gary" (if remembering names and faces is an area in which you feel you need assistance, purchase The Memory Book by Harry Lorayne and Jerry Lucas http://www.amazon.com/). Imagine Gary's surprise and delight that you remembered his name. You again made him feel important and good about himself, which is what you did during your previous conversation.

Important Point: Make sure to immediately let him know your name. What you don't want is for him to feel embarrassed and defensive because you remembered his name and he has no clue as to yours.

Now, when the opportunity presents itself - which it will - introduce him to someone else you've met. I call this "creative matchmaking." Position yourself as a center of influence-the one who knows the movers and shakers. People will respond to that, and you'll soon become what you project.

Give each person a nice introduction and explain what the other does. For example, "Gary Gregory, say hello to Ann Jones. Ann Jones, Gary Gregory." Now you might say, "Ann, Gary sells copying machines to businesses and, Gary, Ann sells telephone equipment to small companies that are in the growth process."

Now take it even a step further - practically no one else but you does this! - suggest ways they can look for business for each other. Remember the critically important step we talked about earlier: asking that person how you can know if a person you're speaking to can be a good prospect for them?

Now, you'll utilize that information for the benefit of those you are introducing. Tell Gary how to know what would be the sign of a good prospect for Ann and vice versa. Wow! Will they be impressed!

Example: "Anne, Gary was telling me that if you're ever in an office and notice a copying machine with a wastepaper basket next to it, and that wastepaper basket is filled to the rim, overflowing with crumpled up pieces of paper, that's a good sign that copying machine has been malfunctioning lately and that would be an excellent prospect for him." 

And then to Gary you might say, "and Anne sells telephone equipment to small companies who need to expand what they now use. She was mentioning that office buildings renting out office space to small firms is an excellent prospect for her.

Now, you might even suggest that the two of them exchange business cards so they can do some cross-selling for one another. Imagine how grateful they are to have met you. In both conversations you've done nothing but focus on them and show them you are interested in adding to their lives, to their success. Without coming right out and saying it, you are displaying to them that, just by knowing you and having you as a part of their lives, they stand to gain.

The early 20th Century author, Wallace D. Wattles, author of the classic, "The Science of Getting Rich" called it "adding increase to people's lives." According to Wattles, we as human beings are creatures of increase and always seek out more, including more business. Thus, when we meet people who appear to help us in that quest for increase, we become attracted to them much faster than we otherwise would have.

And, of course, there is nothing phony about your desire to help them in their businesses. You find it gratifying and pleasurable to help others attain success.

Do all this without ever mentioning your products or business.  While that might sound counter-intuitive, you are now positioning yourself in their minds as a true center of influence, a connector, a "successful giver."  People are very receptive to these types of people and want to be part of their lives. You'll be surprised, though, at how often they will ask you about your business - more so because you're not mentioning it. Even if not, however, it doesn't matter. You'll have plenty of opportunities in the very near future (see next article).

Here's one more thing you can do for added effect: partway through the conversation, politely excuse yourself and leave the two of them speaking with each other. Guess what, or who, they'll be talking about? Most likely, the one common element in their lives up to this point . . . You!  And how impressed they are with you.  And they most likely still don't have much of an idea as to what it is you even do, and that's okay. They soon will.

In the next article we'll begin to look at profitable follow-up. Simple in its application, it's designed to ensure that when the time comes that your prospect needs your products, goods, or services (or knows someone else who does), you will be the only one who could possibly come to mind.

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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/.