Referral Slips - Not Just A Door Prize Drawing

Adapted from Kevin S. Taylor "Referral Slips - BNI Tools of the Trade"

Is there such a thing as a BAD REFERRAL?

Of course there is!

A referral is bad when it is not complete, not focused and not qualified.

We need to do a little getting back to basics. And the most basic of all components in the world of BNI is the referral slip.

Over time, even the most seasoned BNI groups can lose sight of the fundamentals. Obviously, one of the most important concepts in referral marketing is the referral itself. So, today I am focusing on what constitutes a referral and reviewing the proper way to fill out a BNI referral slip.

A referral slip is perhaps the most important BNI ‘tool of the trade’. It is why members spend hundreds of hours each year networking in BNI. So, it is one of the most critical concepts to understand. But what happens when you receive a referral slip that is only half-heartedly filled out? You may lose out on some business from someone, but more importantly, if you passed a poor referral, you may risk your relationship with the group.

Our Vice President, Doug Omernick, will agree with me that for a referral slip to be counted, it must be completed properly. This means that contact information must be included. Sometimes it is not opportune to have all the information filled out, but the more the better. It is not enough to label the to as "Rick" and the from as "Tom" since we have several of them in the group. And writing legibly and clearly is important. The pink copy is the one that our Vice President uses to enter the information, and we need to be kind to him and make it easy for him to do that.

A referral slip with the words, “I will get back to you with the information” is simply not yet a referral and should not be counted as such. I actually have a referral slip from early on in my time in BNI that simply says that a customer stopped in the store and that my card was given. I have no contact information, I do not know the nature of their needs and I don't even know if the person who gave this to me actually spoke to the person. For all I know the member may have only witnessed the person taking my card. That is not a referral that I want. I keep this referral slip to remind me that I do not wish to have that sort of referral given to me, so I need to make sure that I am not giving referrals like that.

Next, we need to make sure we are using the thermometer properly. Consider the referral thermometer as a measure of the level of introduction. For instance, If I mention a name in passing and the person is expecting a call, the level is a one. If I follow-up with a testimonial and strong recommendation, it may be a 2 or 3. If I continue with a telephone introduction, that may be a 3 or 4. If I go with someone on a sales call to the referral, that would be a five.
Knowing the level of introduction is important for someone being referred. No one wants to call on a referral and have the person at the other end of the phone say, “Who are you?” In BNI, we try to give referrals at level 3 or above. Anything less than a one is simply a lead … and we do not give leads in BNI. We give bona fide, qualified referrals.

Finally, if you are receiving referral slips that are not up to your standards for referrals, please take that matter up directly with the person who gave the referral. There have been some instances where conerned parties have come to our Vice President or one of the other board positions to complain. But it is up to you to make sure that you are educating the group effectively on the aspects of your business that are most important so that they can make an informed referral for you. You owe it to each other and yourselves to make the most out of that little referral slip.

Working Words of Wisdom

"Today I will do what others won't so tomorrow I cn accomplish what others can't."
~Jerry Rice

What's that you say? The Three C's of Effective Communication

{This post is inspired by an article on Entrepreneur.com by Gail Goodwin, CEO of Constant Contact}

With the way the world is today, there is a certain sense of desperation among business in trying to do too much. If you try to be all things to all people you will not be anything useful to anyone at anytime! Casting a wider net in the hopes of landing the big fish will not net you what you seek. You need to focus and your communications will help you do that.

Gail Goodman, CEO of Constant Contact, had an article on Entrepreneur.com that addressed the Three C's of Effective Communication. I would like to synthesize those for you.

We all know that with the dwindling pool of resources that consumers are being pickier than ever with where they choose to spend their money. That's right. I said choose. They have the power in their hands and it is not enough anymore to simply assume that consumers will need whatever widget you are selling. You have to communicate the benefits of your widget to make them choose you.

Let's take a look at 3 C's of Effective Communication (thanks to Gail Goodman):

Crisp and Clear

If you were stuck in an elevator with a potential client (and aren't they all potential clients?) could you descrive what you do in your particular field in 30 seconds or less? Our weekly Sales Manager Moments should help you hone that skill, but it is still a good thing to practice. When you are "communicating" your brand, are you doing it in a way that makes the potential client want to run away from sheer boredom? We all know that if you are excited about your brand you can go on and on and on...but that is not necessarily a good thing. According to Gail Goodwin, "Being crisp is about telling people what you do in as few words as possible--and using that same crisp message in written marketing materials."

Customer-Centric

Your business is not about you, it is about your customers and finding solutions to their problems. Tell them that. Show them that they are the focus of your business. When they know that you are focused on their needs and not your own sales goals, they will be more likely to buy from you. Of course you have experience and knowledge, but what is that going to do for them?

Gail Goodwin says, "People need convincing as to why they should spend their limited dollars with you. Your story should focus on how your products or services benefit customers--written from a "what's in it for them?" perspective. When you make your story your customer's story, your marketing materials practically write themselves." Exactly!

Consistent

Okay...so you have crafted a 30 second crisp and clear statement and focused on the customers, now what? One of the biggest mistakes that I have seen companies make is that they are not consistent with their message (the company I work for is one such beast). This in turn sends mixed signals to your clients. And if they are getting mixed signals they won't know who to trust and they may move on.

Gail Goodman says, "[Make] sure you tell it consistently in your e-mails, on your website, in print materials, via the internet and in any other advertising and marketing media."

Every single piece to your puzzle should reinforce your position as a problem-solver for your clients. Grab every opportunity you get to make your message clear.

"Communications that are crisp, clear, customer-centric and consistent are more likely to bring in and keep customers during tough times and in the better days ahead," Gail concludes.

Here are a few parting tips on effective communication from Gail Goodman:

• Communicate more frequently, but make a direct sales pitch less often.
• Offer things of value for free. For example, offer hints and tips in your e-mail newsletter or a downloadable report when customers subscribe to your mailing list from your website. When you give expertise away for free, business usually follows.
• Communicate from the heart. Use e-mail and surveys to ask customers about how the economy is affecting their purchasing decisions and anything else that's on their minds. Tell them you're in this together and ask them to write about their positive success stories. Then share those in your newsletter.

Working Words of Wisdom:

"The single biggest problem with communication is the illusion that it has taken place." ~George Bernard Shaw

Make a Difference

sponsor \ˈspän(t)-sər\ n.
1: one who assumes responsibility for some other person or thing
2: a person or an organization that pays for or plans and carries out a project or activity


What is the best way to make a difference and help yourself get ahead at the same time?


I got my start in designing jewelry by donating items to silent auctions of charities that I supported. I reasoned that they could get more from my donation than I would give them as cash. And I reasoned that I would be able to show my work to a wider audience and have them remember me when they might be in need of something that I could help them with.


I have actually had people tell me that they would never give away their services or product as much as I do. And people who have told me that they get too many requests for donations. But I have not been disappointed by my choice. On the contrary, I have great name recognition in this community and a perception that I am willing to help.


This past weekend we had several of our own BNI Point To Success members hosting events and so that got me thinking about how that is a great way to not only network but market. By either hosting an event or sponsoring an event you increase the potential exposure for your business, if it is done well.

It doesn't make sense to sponsor an event that you have no ties to. If you are interested in sponsoring an event, choose carefully what that event might be and how much time, talent and treasure you are willing to put into it. Consider the following:

• What is the target market for the event? How closely do they represent the target market that you are attracting?


• What kind of exposure can you get for your investment? Can you get that same exposure without the investment?


• Do you need to be at the event? Or can your name be enough?


• Are there any other sponsors? If so, are any of them a competitor?


• Do you have a goal for being there?


• Why wouldn't you do it?

Case in point....

When Rick Oppermann of Sugar Cubed indicated that he wanted to hold an event to celebrate his two years in business, the members of our Mastermind Power Team jumped on board. We all brainstormed various possibilities. Ultimately, Rick chose to involve many of the downtown businesses that have been so supportive of his business in a treasure hunt that would benefit them all, culminating in free chocolate (who doesn't love that?). He was practicing the Giver's Gain philosophy by encouraging patrons to visit those businesses during the event.

For my part, his event made sense to me and attracted the same sort of people who could be my potential clients. I jumped in to offer a custom piece of jewelry aptly titled "Moonstruck" to the event. In essence, I became a sponsor of his event. My only request was that he raffle off the piece with the proceeds going to a charity of his choice. Now we are helping the Central Wisconsin Children's Museum by raising money, Rick's clients have the opportunity to win a piece of original jewelry, and my name is on all the flyers. It is a win-win-win situation.

Helping to sponsor Rick's event enhances our relationship because I am helping Rick meet a goal. And someday when I am sponsoring my own event, Rick might be inclined to help me out. It is like putting a "deposit" in a "relationship bank account" and that generous donation could certainly come back to grow my own business in time. That is the giver's gain way.

Working Words of Wisdom:

"What you do makes a difference and you have to decide what kind of difference you want to make."

Toot! Toot!

Hello, Tom. How's it going?

Uh, okay, I guess.

What's new?

Not much really.

How's business?

Things are great!

If you are like most people, when you are asked these questions, you give these very pat answers. The problem is that you are sending a disastrous message to the questioner that will prohibit them from passing quality referrals to you.

Take a minute to think about these responses above. They usually mean one of two things. Either you are (a) doing really great, or (b) everything is lousy, but you want people to believe that things are great.

But if you could read the mind of the person who asked the questions, you might find that they believe that you are too busy for a referral and promptly take their business elsewhere. And it all stems from the impression you give through the answers to these very standard questions.

In his book The 29% Solution, Dr. Misner advocates the practice of "horn tooting." Do not confuse horn tooting with bragging. When you brag you are boastful and pompous and arrogant without any regard for anyone but yourself. But horn tooting is an art that you should well practice. According to Dr. Misner, "Horn tooting is simply making positive, factual statements about your business in a way that highlights your successes while leaving the door open for new clients."

Consider these more positive horn tooting statements for my own business, Tesori Trovati:

How's it going?

Things are picking up for me now that I have been in six straight months of Bead Trends magazine.

What's new?

I just came back from three days at the world's largest bead expo and took four classes in 48 hours. I'm excited to try new techniques in my jewelry.

How's business?

I was just invited to be one of the core group of 25 artists at Gallery Q artists' cooperative in downtown Stevens Point, and I expect that opportunity will open new avenues to sell my work.

These alternate responses can help me grow my business in three ways:
(1) Informing the questioner of my accomplishments in a positive, not bragging, manner.
(2) Providing information that can be repeated easily by the questioner on my behalf.
(3) Letting the questioner know how they can help me grow my business.

This week, try to come up with two answers to these three questions:

(1) How's it going?
(2) What's new?
(3) How's business?

Now commit them to memory. Be prepared to represent your business positively while still inviting opportunities. Remember, it is all in the delivery.

After all, if you don't toot your own horn, who will?

Working Words of Wisdom:
"I like thinking big. If you're going to be thinking anything, you might as well think big."
~ Donald Trump