Networking like a pro ivan misner

NetworkingLikeAProisthemostcomprehensivebookI’veseenonnetworking
—barnone.Frombeginningtoend,MisnerandHilliarddivulgenetworking
conceptsandstrategieswhichwillcatapultyoufromanaveragenetworkertoa
masternetworkerandempoweryoutoachievegreatnessinbusinessandlife.
—JACKCANFIELD,CO-AUTHOROFCHICKENSOUPFORTHESOULANDTHESUCCESSPRINCIPLES

Wow!Thisbookbreaksthemoldinprofessionalnetworking.Itspractical,
powerfulideaswillaccelerateyoursuccessinwaysyoucannotimagine.
—BRIANTRACY,CHAIRMANANDCEOOFBRIANTRACYINTERNATIONALANDAUTHOROFMILLIONDOLLAR
HABITS

Donewell,effectivenetworkingis‘thespeedoftrust’inaction.Noone
understandsnetworkinglikeIvanMisner,soifyouwanttogetthemaximum
resultspossiblefromyournetworkingefforts,youneedtoreadthisbook—
period.
—STEPHENM.R.COVEY,AUTHOROFTHENEWYORKTIMESANDNUMBER-ONEWALLSTREETJOURNAL
BESTSELLERTHESPEEDOFTRUST

Dr.IvanMisneristonetworkingwhatMichelangeloistotheSistineChapel.So,
absolutelyeverythingyou’veeverwantedtoknowaboutnetworkingis
guaranteedtobediscussedinDr.Misner’snewbook,NetworkingLikeaPro.
Saveyourselfalifetimeofnetworkingtrialanderror;readthisbook!
—DR.TONYALESSANDRA,AUTHOROFTHEPLATINUMRULEANDHALL-OF-FAMEKEYNOTESPEAKER

Thetitlesaysitallandthisbooksurelydoesnotdisappoint.Butdon’ttakemy
wordforit;readNetworkingLikeaPro,applythenewknowledgeyougainto
yournetworkingefforts,andtheresultsyougetwillspeakvolumes.


—MICHAELE.GERBER,AUTHOROFBEYONDTHEE-MYTH

Publisher:EntrepreneurPressCoverDesign:AndrewWelyczkoProductionandComposition:EliotHouse
Productions©2017byIvanMisnerAllrightsreserved.
Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the
1976 United States Copyright Act without permission of the copyright owner is unlawful. Requests for
permission or further information should be addressed to the Business Products Division, Entrepreneur
MediaInc.
Thispublicationisdesignedtoprovideaccurateandauthoritativeinformationinregardtothesubjectmatter
covered.Itissoldwiththeunderstandingthatthepublisherisnotengagedinrenderinglegal,accounting,or
otherprofessionalservices.Iflegaladviceorotherexpertassistanceisrequired,theservicesofacompetent
professionalpersonshouldbesought.
GiversGain®andVCPProcess®areregisteredtrademarksofBNI.CertifiedNetworker®andReferralsfor
Life®areregisteredtrademarksoftheReferralInstitute.NetworkingLikeaPro!®isaregisteredtrademark
ofAgitoConsulting.


ebookISBN:978-1-61308-358-1


Contents
Acknowledgments
INTRODUCTION

DebunkingtheBunk
DebunkingtheBunk
WaveoftheFuture
PARTI

MINDSET
CHAPTER1

WhyIsNetworkingNotTaughtinSchools?
CHAPTER2

NetworkingDisconnect—FourWaystoAvoid
It
TheGreatDisconnect
CHAPTER3

SocialCapital
BacktotheFuture
OutsidetheCave
RelationshipsAreCurrency


CHAPTER4

TheLawofReciprocity
It’stheLaw
TheAbundanceMindset
CHAPTER5

FarmingforReferrals
DroptheGun,GrabthePlow
DownontheFarm
CHAPTER6

HowDiverseIsYourNetwork?

HaveaDiverseNetwork
TheBottomLine
CHAPTER7

TheButterflyEffect
CHAPTER8

DoReferralsHappenbyAccident?
PARTII

YOURNETWORKINGSTRATEGY
CHAPTER9

YourNetworkShouldBeBothWideand
Deep
MakeContactsThatCount
MakeItPersonal
TheGAINSProfile
CHAPTER10


BuildingQualityRelationshipsThroughthe
VCPProcess
VisibilitytoCredibilitytoProfitability
BePatient
CHAPTER11

WhereNetworkersGather
FiveTypesofBusinessNetworkingOrganizations
ChoosingtheNetworksThatAretheBestforYou

CHAPTER12

OnlineNetworking:ClickHeretoConnect
LookingPasttheHype
MindtheFundamentals
IsFace-to-FaceCommunicationOutmoded?
ConnectingwithPeopleatWebSpeed
WhereSocialandFace-to-FaceNetworkingMeet
DeterminingYourOnlineNetworkingStrategy
OtherWaystoCommunicateOnline
ACoreStrategyThat’sWorthKnowing
CHAPTER13

DevelopingYourTargetMarket
SpheresofInfluence
PARTIII

NETWORKINGFACETOFACE
CHAPTER14

SevenCharacteristicsofaGreatNetworker
TheSevenCharacteristicsThatMakeaGreatNetworker


CHAPTER15

TheFiveLeastImportantSkillstoBea
GreatNetworker
WhatMattersLeast
CHAPTER16

TopFiveMostCommonNetworking
Mistakes
LackofFollow-Up
UnclearUniqueSellingProposition
ConfusingNetworkingwithFace-to-FaceColdCalling
NotRespondingQuicklytoReferralPartners
AbusingtheRelationship
TheBottomLine
CHAPTER17

FourBehavioralStylestoKnowWhen
Networking
Go-Getter
Promoter
Nurturer
Examiner
TheBottomLine
CHAPTER18

WhereDoIStart?
CHAPTER19

The12×12×12Rule
LookthePartBeforeGoingtotheEvent(HowDoYouLook
from12FeetAway?)
MakeSureYourBodyLanguageSendstheRightMessage(How
DoYouComeAcrossfrom12InchesAway?)

GetYourActTogether
HavetheFirst12WordsReadytoRolloffYourTongue(What
AretheFirst12WordsoutofYourMouth?)
CHAPTER20

ThreeQuestionstoDeterminethe“Right”
NetworkingEventforYou
CreateYourPlan
CHAPTER21

Where’sYourAttentionFocused?
CHAPTER22

StandoutQuestions
QuestionTime
TheAnswersYouWant
CHAPTER23

TellingYourCompany’sStory
YourUniqueSellingProposition
BriefingYourMessenger
GettingSpecific
CHAPTER24

QuantityIsFine,butQualityIsKing
It’sAllAbouttheRelationships
MaximizeYourEventStrategy
PARTIV

MAKINGYOURNETWORKWORK

CHAPTER25


GettingMoreReferralswithaFormalized
ReferralStrategy
WriteanOnlineNewsletter
CreateaPowerTeamofComplementaryBusinesses
ConsideraClient-AppreciationEvent
MakeCallstoPastClients
IncludeaP.S.inYourEmailSignature
TheBottomLine
CHAPTER26

KeepingYourSocialCapitalBalanceSheetin
theBlack
BuildSocialCapitalfromWithin
CHAPTER27

SymptomsofaReferral
Top-of-MindProblems
TheTriggerPointApproach
CHAPTER28

GainingTheirConfidence
GettingThere
StayingfortheLongHaul
CHAPTER29

LeveragingNewContacts
GettingtotheNextStage

CHAPTER30

ThePowerofYourDatabase
ChoosingaCRM
CHAPTER31


BecomingtheKnowledgeableExpert
PARTV

SECRETSOFTHEMASTERS
CHAPTER32

BecomingaReferralGatekeeper
GuardianattheGate
HuboftheWheel
CHAPTER33

AlwaysThankYourReferralPartners
CreativeRewards
CHAPTER34

NetworkingatNon-NetworkingEvents
NontraditionalSettings
Ask,“HowCanIHelp?”
BeSincere
HonortheEvent
CHAPTER35

TopTenWaysOthersCanPromoteYou

SystematicReferralMarketing
CHAPTER36

FiveLevelsofaReferral
Level1:NameandContactInformation
Level2:SupplementaryMaterial
Level3:ShareExperience
Level4:IntroductoryCalland/orArrangeaMeeting
Level5:In-PersonIntroductionandPromotion


CHAPTER37

TheNetworkingScorecard
SendaThank-YouCard
SendaThank-YouGift
CallaReferralSource
ArrangeaOne-to-OneMeeting
AttendANetworkingEvent
BringSomeonewithYoutotheNetworkingEvent
SetUpanActivitywithMultipleReferralSources
GiveaReferral
ShareorSendanArticleofInterest
ArrangeaGroupActivityforClients
NominateaReferralSourceforRecognition
DisplayAnother’sBrochureinYourOffice
IncludeOthersinYourNewsletter
ArrangeaSpeakingEngagement
PosttoSocialMedia
ShareSomethingfromSomeoneElseViaSocialMedia

InviteaSourcetoJoinYourAdvisoryBoard
APPENDIXA

Credibility-EnhancingMaterialsChecklist
ChecklistofMaterialsforDevelopingYourWord-of-Mouth
Campaign
APPENDIXB

DoYouNetworkLikeaPro?
AbouttheAuthors
Index


Acknowledgments

W

riting a book is never easy, and doing it with another person is harder
still.Youhaveideastodiscuss,contenttoblend,andmeetingstoattend
justtomakesureyougetitright.Andwiththatsaid,wethinkwedidjustthat..
.gotitright.
Perfect?Probablynot.
But“right”forthebusybusinessprofessionallookingtogrowtheirbusiness
throughreferralmarketing.Wehavemanypeopletothank.
HeidiScottGiustoandJenniferDorsey.Aneditor’sjobcanunfortunatelybe
athanklessone,andwewouldliketostate,fortherecord,thatthisbookwould
notbewhatitistodaywithouttheenergyandtalentsofoureditors—youalldid
anamazingjob.
Wewouldalsoliketoacknowledgeourpublisher,EntrepreneurPress.They
areacompanythathasproventobeaclass-actoperationthroughandthrough,

andit’sthereasonwe’vedoneseveralbookswiththem.
Finally, we saved the best for last as we owe the biggest thanks to our
families who have supported us over the entire course of creating the second
editionofthisbook.ThankyoutotheMisnerandHilliardfamiliesforyourlove,
patience,andencouragement.Wehopewemakeyouproud.


INTRODUCTION

DebunkingtheBunk

P

eoplesometimesaskuswhywewrotethisbook,andtheanswerissimple:
Wewantedtogivereadersablueprintonhowtosuccessfullybuildbusiness
through face-to-face networking. All too often, we run into business
professionals who want to build a business by referrals, but for a variety of
reasons,theycomeupshortintheirefforts.
Some have a unique selling proposition that isn’t exactly right, and as a
result,theyaren’tattractingtheiridealclients.Othersdon’thaveanidealclient
andaresimplytryingtobeeverythingtoeveryone.Andstillothersaren’tsure
wheretonetworkandareoverwhelmedbyalloftheirchoices.
This book is for all of those folks and anyone else who wants to get more
referralsfromface-to-facenetworking.
Which brings us to another point: This book is NOT about social media
marketing.
Isthatabigpartofwhattoday’smodernbusinessprofessionalisdoingand
shouldbedoing?Absolutely.Butisitthemainfocusofthisbook?No.Thereare
tons of resources devoted to social media marketing, and, in an eye toward
simplicity,wekeptourfocusonface-to-facenetworking(althoughwedobriefly

addresssocialmedia).
Wehopethatwhilereadingthisresourceyoudotwothings:
Number1:Selecttwoorthreeideasthatyoulikeandimplementthemwithinthe
nextthreedays.Alltoooften,weseepeoplereadbooks,listentopresentations,


andthendonothing!
Wewantthisbooktoinspireaction.Oneofthetopicswediscussregularlyis
ifyouwanttogetmore,youhavetobemorefirst.Thismeansthatifyouwant
to get more business and get more clients, then you have to be the type of
businessthatattractsthosepeople.
Thismeansyouhavetobeagoodnetworker.Youneedtobea“connector”
and offer valuable resources to others. You must be the type of person who
othersknow,like,andtrust.Butyoucan’tbeanyofthesethingsifyoufailto
act, so read, learn, and then implement a few of our suggestions quickly. You
won’tregretthatyoudid.
Number2: Hold onto this book, and reference it throughout the years. Call us
old-fashioned,butintoday’sdigitalagewhereeverythingisonline,wehopethis
bookstaysinyourphysicallibraryasareferencetoolforyearstocome.
So,that’sit.
Wehopeyouenjoythematerial…wecertainlyenjoyedputtingittogether.
Andmostimportantly,wehopeitgivesyouthetoolsandresourcestogoout
andnetworklikeapro!

DEBUNKINGTHEBUNK
As business professionals, we can tell you from personal experience how
effective referral networking has been in the success of our own businesses.
After reading this book, you will understand how it works and how it can be
effectiveinyourownbusiness,butlet’sstartbyaddressingsomeofthemyths
andmisconceptionsthatpeoplehituswithfromtimetotime.

“Itriednetworking.Itdidn’twork.
What’sdifferentaboutthis?”
It’sacommonmisconceptionthatsimplyattendinganetworkingeventwill
bringyounewbusinessrightaway.Itwon’t.Neitherwilljustreadingthisbook;
there’snosilverbulletinthesepages.
Networkingissimple,butit’snoteasy.Ifitwereeasy,everyonewoulddoit,
and do it well. But not everyone does. That’s because it’s a skill, like cooking
andgolfandcarpentry,thattakesknowledge,practice,commitment,andeffort
to learn and apply consistently. You can’t just go out to the golf course, buy a


clubandaball,whacktheballaroundabit,andthinkyou’veplayedaroundof
golf.Neithercanyouwalkunpreparedintoagatheringofpotentialnetworking
contacts and suddenly become a competent networker—no matter how
gregariousandsociableyouareorhowmanybooksonnetworkingyou’veread.
Networkingisaboutformingandnurturingmutuallybeneficialrelationships,
whichbringsyounewconnectionswithlargenumbersofpeople,someofwhom
will become good customers. Networking also puts you in touch with other
resources,suchasindustryexperts,accountants,andlawyers,whocanhelpyour
businessinotherways.
Overtime,youwillgetnewbusinessandyouroperationwillgrowstronger
and more profitable. Will it happen overnight? No, and your new customers
probablywon’tbeamongthefirst10oreven100peopleyoutalkto,either.New
businesswillcomefrompeopleyournetworkingcontactsrefertoyou.Butfirst
youhavetoformsolidrelationshipswithyourfellownetworkers.
Somepeoplegotoachamberofcommercemixer,exchangeafewbusiness
cards,andthensay,“There.I’venetworked.”Wrong.That’sonlythebeginning.
Youhavetoattendavarietyofeventstobroadenyournetworkingbase;follow
up with new contacts and learn all you can about their businesses, their goals,
and their lives; maintain close ties with established contacts; provide referrals,

information, and other benefits to your fellow networkers; and generally
cultivate these relationships and keep them strong and healthy. That’s
networking.Onlyafteryou’vebeenatitforquitesometimewillyoubeginto
see a return on your investment. But when it comes, the return is strong and
durable.
“Aren’tmostnetworkinggroupsjustfullofpeoplelikemewhoaretrying
tobuildupanewbusiness?”
When you go to a presentation or a seminar on networking, you might get
thatimpressionbecausethepeopleyoumeetaretheretolearnsomethingnew,
andsotheytendtobeyoungerfolks.Butifyougotoaregularnetworkingevent
orjoinanetworkingorganization,you’llsoonseethatmanyofthepeoplethere
tend to be older, established businesspeople. In fact, in the typical business
networking group, the members range in age from the 20s through the 60s.
BasedonastudydoneatSt.ThomasUniversity,almosttwo-thirdsofthemare
40 or over. There’s a good reason for this. It’s usually the seasoned pros who
have long since recognized and learned to use the benefits of networking to


bolster their business. Many have used networking throughout the life of their
business and are fully aware of the competitive advantage it offers. Older
networkersoftenserveasmentorsforyoungerbusinesspeople,whichcanbean
enormous advantage to someone who is new to the art and science of
networking.
The best networking groups are the ones whose membership is diverse in
manyways—thatistheyhavebotholderandyoungermembers,agoodbalance
ofmenandwomen,amixtureofracesandethnicitiesthatarerepresentativeof
thecommunity,andincludeawidevarietyofprofessionsandspecialties.Sucha
group can offer you the best opportunity to get referrals from outside your
immediatecircleofacquaintances,whichputsyouonthefasttracktoexpanding
yourbusiness.

“Whatgoodisnetworkingifyoucan’tmeasuretheresults?”
If you’re expecting to find a direct, immediate correlation between your
networkingactivitiesandthedollarsyouharvestasaresult,you’regoingtobe
sorely disappointed. It’s not like cold calling, where you can check off 500
phonenumbersandseethatyoutalkedto50peopleandclosed7salesandthat
493ofyourcallswereahugewasteofyourtime.It’snotlikesendingout1,000
mailersandgettingjust3ofthemback,whichgivesyouahardnumber(exactly
0.3 percent) but pretty wimpy results (exactly 0.3 percent). If your goal is
immediateresults,nomatterhowpoor,thesealternativesmayberightupyour
alley.Massadvertising?Sure,itworks,buteventhattraditionalmethodcan’ttell
you exactly how many customers came into your store as a result of the
enormoussumofmoneyyouspent.
The returns you receive through networking are like the apples you pick
fromanorchardyou startedfromasingleseed.Youdon’texpectanythingthe
firstyear, oreventhe secondorthird. Butinthe fourth year,thattree willnot
only bear fruit but also spread the seeds that will ultimately become a whole
groveofappletrees.Withnetworking,thetimescaleisnotthatdaunting;itmay
nottakeyearstostartseeingresults,butitwillprobablytakemanymonths.You
mightgetafewearlyreferrals,buttherealpayoffinmeasurablebusinesscomes
afteryou’vestuckwithitlongenoughtobuildasubstantialreferralnetwork—
that’swhenyou’llfindthatyou’regettingreferralsfrompeopleyouneverknew
about,peoplewhoareconnectedtoyouonlythroughseveralintermediaries,so
manyandfromsomanysourcesthatyoumaynotevenknowexactlyhowmany


aretheresultofyournetworking.
Althoughthefullcomplexityofyournetworkmaynotbeapparentevento
you,theresultsofagoodreferralnetworkingsystemaremeasurable.Towardthe
endofthisbook,inAppendixB,you’llfindourNetworkingScorecard,atool
forkeepingtrackofyournetworkingefforts.No,thisisnotadirectmeasureof

the sales you’re getting, but as you become an experienced businessperson,
you’llfindthattheinformationonnetworkingsaysvolumesaboutthecondition
ofyournetworkanditsimplicationsofyoureventualsalesandbusinessvolume.
Here’sanotherwaytomeasureyournetworkingsuccess:ofthepeopleyou
meet at a networking event, what percentage of them remember you 72 hours
later?Thisisonemeasureofyourvisibleidentity,andit’sonlyonefactor,buta
significant one, in determining how successfully you are networking.
Networkingismorethanjustmeetingpeople,anditisn’tabouthowmanysales
yougetfromthepeopleyoumeet.It’sabouthowwellyouarerememberedbya
newcontactandwhetheryoudifferentiatedyourselffromtheotherfivepeople
sheorhemetthatday.
One of the most important metrics is the number of coffee connections
(follow-up meetings) you have with your new contacts—at least, the ones you
wanttonetworkwith.Acontactthatyoudonotfollowupwithisacontactthat
willneverbecomepartofyournetwork.Therewillbenobusiness—nosales,no
referrals,nomeetingthepowerfulCEOheknows—unlessyoufollowthrough.
Youcanmeasuretheresults,butyouhavetobetrackingtherightnetworking
activities.Mostbigcompanieshavetheirsalespersonstrackthewrongactivities,
andthentheycan’tunderstandwhytheirnetworkingeffortsarenotworking.To
gettheresultsyouexpect,you’vegottotracktherightefforts.
“If my customers are satisfied, they’ll give me referrals. Why should I
joinanetworkinggroup?”
Yes, customers can be a good source of referrals. Immediately after an
especiallygoodexperienceatyourbusiness,ahappyclientmaytalkyouuptoa
friend who needs the service you provide, but it often ends there. A customer
whoismerelysatisfiedisnotlikelytogooutofherwaytotellothersaboutyou.
And here’s the kicker: The White House of Consumer Affairs found that 90
percent or more of unhappy customers will not do business with the offending
companyagain.Furthermore,eachunhappycustomerislikelytosharehisorher
grievancewithatleastnineotherpeopleand13percentwilltellmorethan20

otherpeople.Customer-basedword-of-mouthcanhurtyoumorethanhelpyou.
A networking partner, by contrast, is always on the lookout for good
customersforyourbusiness,justasyouarealwayslookingforpeopletosendto
your networking partners. Your fellow networkers also know a lot about your
business,thekindofcustomersyouwant,andareexpertsinmarketingyouby
wordofmouth—themostpowerfulkind ofmarketingthatexists.Thiskindof
referral generation lasts much longer and brings you a steady stream of highqualitybusiness,thekindthatdoesn’tturnaroundandgotoyourcompetitoras
soonasheholdshisnextclearancesale.Youcangetmoregoodreferralsfrom
one or two loyal networking sources than from all the customers who come
throughyourdoors—andthecustomersyougetarethekindyou’llwanttokeep.
“HowdoInetworkifI’mnotanaturallyoutgoingperson?”
Goaheadandbreatheasighofreliefbecauseyoudon’thavetobecomeMr.
Public Speaker, person-about-town, to be a successful networker. Most
businesspeople,givenalittlereal-worldexperience,naturallydevelopacertain
levelofcomfortindealingwithcustomers,vendors,andothersintheirday-today transactions. Even people who are not gregarious or outgoing can form
meaningfulrelationshipsandcommunicate.
Over years of teaching people the art of networking, we’ve found many
techniques that can make the process a whole lot easier—especially for those
who consider themselves introverted. For example, volunteering to be an
ambassadororvisitorhostforalocalbusinessnetworkingeventcanbeagreat
waytogetinvolvedwithoutfeelingoutofplace.
Thinkaboutit.Whenyouhaveguestsatyourhouseoroffice,whatdoyou
do? You engage them, make them feel comfortable, perhaps offer them
somethingtodrink.Whatyoudon’tdoisstandbyyourselfinthecornerthinking
abouthowyouhatemeetingnewpeople.
By serving as a visitor host at your local chamber event, you effectively
becomethehostoftheparty.Tryit!You’llfinditmucheasiertomeetandtalkto
newpeople.

IVAN


Recently,mywifeandIweresittingatthetablehavingdinnerandtalking
whenImadeanoffhandcommentaboutbeinganextrovert.Shegavemea
lookandsaid,“Honey,Ihatetobreakittoyou,butyou’reanintrovert.”
Ismiledandsaid,“Yeah,right.I’mapublicspeaker,andI’mthefounderof
theworld’slargestnetworkingorganization.AndyousayI’manintrovert?”
She then proceeded to name all the ways in which I was an introvert,
supporting her argument with real-life examples of my behavior. I still
couldn’tbelieveit,butwe’vebeenmarriedfor20yearssoIhadasneaking
suspicionshemightactuallyknowmeprettywell.
Thenextday,IdidsomeresearchonlineandfoundatestIcouldtake.The
results were a shock: I was a “situational extrovert”! That meant I was
somewhat of a loner, reserved around strangers, but very outgoing in the
rightcontext.
That’s when it finally hit me, “Oh my god! I’m an introvert!” In 1985, I
started a business networking organization called BNI (Business Network
International).Tothisday,whenIvisitaBNIregion,Iaskthedirectorto
havesomeonewalkmearoundandintroducemetomembersandvisitors.I
tellherthatthisissoIcanconnectwithasmanypeopleaspossible,butin
reality, it’s because I’m uncomfortable walking around alone and
introducingmyself.Ohmygod,I’manintrovert!
I realized that the whole notion of acting like the host, not the guest, and
volunteeringtobetheambassadoratachambereventorthevisitorhostata
BNI group were not just activities I recommended to all those poor
introverts out there, but they were also ways that I, myself, employed to
movearoundmorecomfortablyatnetworkingevents.Ohmygod,I’man

introvert!Whowouldhavethought?(Besidesmylovelywife,thatis.)
Now,morethanever,Itrulybelievethatwhetheryouareanintrovertoran
extrovert, you can be good at networking. There are strengths and
weaknesses to both traits; by finding ways to enhance the strengths and
minimizetheweaknesses,anyonecanbeagreatnetworker.

BRIAN

Thisonereallyhitshomeforme.Ifyou’veseenmeonstagetalkingtoa
bunch of folks and having a good time, you might find it hard to believe
thatI’mnotanaturallyoutgoingperson.Butit’sthetruth.Assomeonewho
talksaboutsalesandnetworking,Ihadtolearnthesetechniquestohelpme
getmorebusiness.
I knew early on that if I wanted to build my business through referrals, I
wouldneedtogetbetteratmeetingnewpeople.SoIstartedreadingbooks
like GuerillaMarketing by Jay Conrad Levinson and Solution Selling by
Michael Bosworth and others on marketing in general and sales in
particular.Ialsolistenedtomymomwhoalwayspreachedtheideathatyou
needtofocusonwhoyouwanttobe,ratherthanwhoyouare,soImadeit
apointtobemoretalkativeatvariousnetworkingeventssincethat’swhoI
wantedtobe.IwatchedotherpeopleateventswhoIwantedtoemulateand
pickedupsomepointersfromthem,andwhenyouputthatalltogether—
hereIam.


“Gettingbusinessbyaperson-to-personreferralsoundslikesomething
thatusedtohappenwhenmygreat-grandfatherwassellinghorse-drawn
buggies. Why should I waste my time on a marketing method that’s
generationsoutofdate?”

Yes,networkinghasbeenaroundalongtime.Itusedtobethewaythatmost
businessesoperated.Inasmallcommunity,whereeverybodyknowseverybody,
people do business with the people they trust, and they recommend these
businesses to their friends. Small-town professionals naturally tend to refer
business to each other, too, usually to those who return the favor, but often
simplyonthebasisofwhoseservicewillreflectbestonthereferrer.Ifyou’rea
plumber and you refer a customer to a dentist you know, you don’t want that
customer complaining to you a week later about what a lousy dentist you sent
himto.
Today, most people do business on a larger scale, over a broader customer
base and geographic area. More people now live in cities, and in even a small
citymostpeoplearetotalstrangerstooneanother.Thepersonalconnectionsof
the old-style community, and the trust that went with them, are mostly gone.
That’swhyasystemforgeneratingreferralsamongagroupofprofessionalswho
trustoneanotherissoimportantthesedays,anditiswhyreferralnetworkingis
notonlythewayofthepastbutalsothewaveofthefuture.It’sacost-effective
strategywithalong-termpayoff.It’swherebusinessmarketingisgoing,andit’s
whereyouneedtogoifyou’regoingtostayinthegame.Asthegreathockey
player Wayne Gretzky said, “I don’t skate to where the puck is, but where it’s
goingtobe.”
“Networkingisnotahardscience.”

WAVEOFTHEFUTURE
Think about the most successful people you know. What do they have in
common? Probably this: They have built a network of contacts that provide
support, information, and business referrals. They have mastered the art and
science of networking, and business flows their way almost as a matter of
course.

Ithastakenthesesuccessfulnetworkersyearsofhardworkandperseverance
tobuildtheirnetworks.Itwilltakeasimilarcommitmentfromyou,too,butit
won’ttakeyouaslong,becauseyou’llhaveonegreatadvantageovertheothers:
you’llhavethisbook.
Inthesepages,wewillshowyouhowtodevelopanduseareferralnetwork
as a long-term, sustainable business client-acquisition strategy, employing the
tacticsthathavebeenfoundmosteffectivebythepros.Youwilllearnofmany
tools and techniques that will make it easier for you to build profitable
relationships.You’lllearnthemfasterthanthosewhohavegonebeforeyouand
hadtolearnthembytrialanderror.Usingthismarketingstrategy,youwillbe
able to maintain a high-profit margin while providing better service to your
clients,acombinationthatwillputyoufaraheadofyourcompetition.
Networkingisthemainstreambusinessdevelopmenttechniqueofthefuture.
Businesspeoplewhoinvestinthemselvesbylearninghowtonetworklikeapro
willberewardedwithalong-termsustainableandprofitablebusiness.