Susan Goodsell, BNI Executive Director for BNI Riverside and San Bernardino Counties (and also a BNI employee who works on branding), joins Dr. Misner to explain why a good referral is in the eye of the beholder.
All BNI members understand that a referral is the opportunity to do business, not a guarantee of business. But not everyone educates their fellow members with enough specifics about what’s required for a good referral.
The first time I give a poor referral, it’s my fault. But the second time I give a poor referral, it’s probably the receiver’s fault.
Each of us has a different definition of what counts as a referral. Listen to what counts as a referral for your fellow members. Don’t try to define referrals for other members.
If you’re a printer and you don’t want referrals for business cards because you don’t make much money from them, stop mentioning them in your 60-second spot. Talk about the products that do make money for you. Mention the price point for referrals.
If you get an off-target referral, go to the member who made the referral, thank them for thinking of you, and educate them on the kinds of referrals you do want.
As long as you are laser-specific, you’ll get good referrals. Wherever you set the bar is the level of referrals you’ll get.
Brought to you by Networking Now.
Podcast intro recorded by Tony Wolfe.