By: Dr. Ivan Misner
Founder BNI
Good networking is about building relationships. And the people who you know and trust will most likely repeatedly refer you. This means you must build and maintain their trust.
That's why "touch points" are critical to the networking process. Touch points relate to the occasions in which you "touch" one of your clients, potential clients, and/or referral partners. Touch points are communication mechanisms, such as a phone call, email, newsletter, correspondence, personal meeting, greeting card, etc.
When asked about how to effectively follow-up with someone, I say the best one is the one you'll actually use! The key is to establish a system that works for you and that you'll consistently follow through with. If you have a great system, but don't use it, you might as well have no system at all. And in networking, not following up is not an option.
Here are the top six techniques I recommend. Your homework is to determine which of these methods works for you (or some other one)—and then implement it.
1. The InternetHarness the Internet to effectively conduct follow up; however, beware that it sometimes seems impersonal. It is great for quick communication, because of its immediate nature, but I discourage relying on email for in-depth communication or complex problems.
When you abuse Internet communication, you might become viewed as just another spammer. Make sure your emails are personal and give your connection an opportunity to communicate with you in return.
You might also consider an online newsletter (an eZine). An eZine allows you to include your clients and contacts in the content of the newsletter. In this way, you are consciously farming this relationship by giving them visibility in your scope of business.Be conscientious when using Instant Messenger or other types of instant "chat" features, because many of your contacts are busy when they are online and won't always welcome a note every time you see they are online.
2. Conferences and special eventsWhen you get to know your clients and referral partners, you should take note of what you have in common. As you see events advertised that would be of mutual interest, invite these individuals to attend as your guest; this provides another opportunity to continue growing your relationships.
While you are at these events, build in some one-to-one time with your guests to find out specifically how you can help them achieve goals they have set for sales, production, and referrals. As you focus on helping them achieve their goals, they will automatically reciprocate in kind. I call this the Law of Reciprocity. Events like this provide a natural opportunity to go deeper with your business relationships.
3. Handwritten correspondenceIn this day of all things online, the written note has gone by the wayside; however, people still enjoy receiving a handwritten note, especially when a small gift is enclosed, like a gift certificate, an article clipping, or something else your contact would especially value. Taking the time to handwrite a note conveys to the recipient: "You are worth the time I spent to reach out in this way to you."
If a handwritten note is not your forte, take a look at services like
SendOutCards.com. This is a great service that allows you to send a personalized greeting card right from your computer. I love this idea for staying in touch with your networking partners.
4. One-to-one meetingsThe author of Never Eat Alone, Keith Ferrazzi, advocates using every meal as a touch point. The concept of breaking bread together as a relationship builder is not a new one. In ancient times, meals were an integral part of community and building relationships. Since you HAVE to have lunch, use that time to deepen a relationship with a client, potential client, or referral source. Don't forget the vital truth that building a business through referrals relies on establishing deep and lasting relationships.
5. Seasonal or special occasion giftsOften you will send a gift basket to your largest clients as a way to thank them for their business. Consider sending something to those with whom you have been networking over the past year or to those whom you desire to refer you more. It can be a seemingly small gesture, but can be an effective communication tool, as well. Remembering special days in these folks' lives and acknowledging them is another opportunity to come into their mind and frame of reference.
6. The power of the proximity effectStudies have shown that relationships are not based on similar interest but on proximity. A study revealed that most college students are friends with those with whom they share a dorm, have classes, or work. Business people tend to look for outside connections, thinking that the people whom they are around the most aren't the ones who are going to be referring them the most. You might feel that your contact sphere businesses are the ones you need to be pursuing in this referral relationship. But if you overlooked those people who are always around you, you are going to lose out on hundreds of potential touch points with people who could be your best referral sources.
Proximity is the key to cultivating deeper relationships with people who will continually provide you with business referrals. Studies prove that relationships are maintained more effectively when there is regular contact. Take a closer look at these people, regardless of whether they appear on the outside to be a valid source of referrals, and build friendships with them that go beyond the normal "Hey, how are you?" You will be surprised how effectively you will increase your "refer-ability!"
Dr. Ivan Misner has written nine books, including his recently released New York Times best seller; Truth or Delusion? Busting Networking's Biggest Myths. Called the "Father of Modern Networking," Dr. Misner is the Founder of BNI and the senior partner for the Referral Institute and is considered one of the world's leading experts in this field.
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