The Key Ingredient

All referrals are not created equally.

For some people, a name and phone number is perfectly acceptable.

Others insist that a personal introduction is when a referral begins.

One key ingredient, perhaps THE key ingredient, is the element of ANTICIPATION. In other words, when you pass a referral, is the contact EXPECTING to hear from someone regarding a specific service or product?

Too many times Member Bob will deliver a specific infomercial, asking for introductions to, let's say, high school teachers at ABC School. Member Steve knows a teacher at ABC School and quickly reaches for a referral slip to record the information. He hands Member Bob the referral slip and says "I know a lady who you might want to talk to."

Member Steve wants to help, knows someone, and gets credit for passing a referral. But is the teacher at ABC School EXPECTING a call from Member Bob? Not at this point.

To create stronger referrals, try introducing the element of anticipation. In this case, Member Steve and Member Bob would probably benefit from a MOM to discover how well Member Steve knows the teacher, how often he sees her, how frequently they talk, and perhaps when they expect to talk again. Member Bob could give member Steve specific instructions about what to say when they do talk, what questions to ask and perhaps what not to ask. And when that happens, Member Steve could be taught to say "I know a guy you definitely need to talk to about that. His name is Bob. Shall I have him call you?" or, "Would you like to go to lunch with us?" or, "Would you like me to try to get him on the phone right now?"

If the teacher declines, at least you tried. If she accepts, the seed of anticipation is planted and the likelihood of an introductory meeting (and closed businesss) is greatly enhanced.

Who you know is a great start. Making a real connection takes a little more work, but you'll find that most BNI members will gladly take your instructions on how to make a prospect more qualified. When you begin to build a reputation as someone whose referrals are always ready, willing, and able to purchase, you are building the kind of "trust" fund that makes people want to reciprocate.

How can you introduce the element of anticipation in the next referral you give?