By Sunny Simon
Like most entrepreneurs, I am always happy to pass on a referral. Many small business owners gain a portion of their business by word of mouth. Recently I referred a solopreneur to someone in need of a particular service. I did not know the person I was referring, but felt confident because I received the information from one of my trusted networking contacts. As a heads-up and to introduce myself, I gave the individual a call. She thanked me for the referral, dismissing it as a fait accompli.
I hung up rather perplexed. Networking and referrals are not one directional. The situation I presented was an opportunity for her to not only bid on a job, had she put forth more effort, she could have gained so much more.
In her book, “Nonstop Networking: How to Improve Your Life, Luck and Career,” Andrea R. Nierenberg explains that “networking is the process of developing and maintaining quality relationships that are mutually beneficial.”
Simply put, networking is about building relationships, not about getting something from someone else. How could my interaction with the vendor have ended on a different note? For example, rather than resting on her laurels, the business owner I contacted could have spent a few moments telling me about her services. She could have invited me to check out her website and read any testimonials written by people who benefitted from hiring her. Then as a “yang” to her “ying” she could have switched gears and inquired about my business.
Any student of Networking 101 knows creating connections and nurturing relationships ends up benefiting both parties over time. Whether you are in receipt of a business referral or a viable lead for your job search, thinking of the activity as a slam-dunk situation is a mistake. It is more akin to a dance involving partnership. Stated differently, think: reciprocity. Invest time in others.
In the course of accepting a referral, initiate two actions. One, sincerely thank the person for their time and the lead. Tell them you will touch base after you have made contact to let them know of the outcome. Next, follow up by asking if there is anything you can do to assist your benefactor.
Take it one step further by putting a thank you in writing. People enjoy receiving appreciation both audibly and visually. Crafting a short email takes only a moment. Be sincere and caring in all your networking opportunities and your business will grow. You can bank on it!
Sunny Simon is the owner of Raise the Bar High Life and Career Coaching. More about Sunny at www.raisethebarhigh.com
