The Ultimate Guide to Referral Networking: Ch.2

Chapter 2 How to make the first contact

A referral networks purpose is to increase income or popularity through reaching out to others you would not normally have access to. For academics, a referral network might be used to increase the discussion on topics they research and wish to become “fashionably” popular enough to be quoted. The other and main use are for increasing income through building a paying client base. Let us put this premise down as our reason to start a referral network:

A referral network aims to increase my income

We have now established this fact, and this places the whole attitude we have towards referral networking into becoming an effective tool for increasing revenue. We have discussed categorizing our contacts into levels of reliability, integrity, and success rates. In this article, we will look at how we can reach the optimum success rate. Let us define success:

Success is when a client contracts us to work for them

This is in fact only the first stage of success, success has another stage, which is exceeding customer expectations leading to a sympathetic and satisfied client. However, before we go there, we have a few things to do on the way, and the most important one is the First Contact.

So many Hollywood movies have been made about the first contact, and rightly so. For it is the first contact that decides the fate of success.

First Contact is all about preparation and intelligence. In this instance, intelligence refers to having answers to the following questions:

1. Who is the client?
2. How is the client related to the referrer?
3. What does the client need?
4. What can you give the client?
5. Speed, Cost, and Quality

1.      Who is the client, refers to the size, scope, and location of the client as well as the person you will be in contact with. If the client is an individual and the only decision maker, then your work will be with them. If the client is a company or is represented by another person, such as a lawyer, you must find out if they can make operative decisions to contract your work. Too many pitches have been made to the wrong person and ended up being a waste of time.

2.      How is the client related to the referrer? This question is of key importance. If there is a direct relationship, such as family or friend, then the approach is personal. If the relationship is through an employee or successful contractor, then the relationship is business. In both events, your approach is businesslike, even if the referrer is the bosses father or wife, you must not make the mistake that you have the contract before you make the pitch. Treat all clients with the same respect and deference. The way you will integrate your first contact will be based on the referrers connection, but it will still be a professional introduction, even if it is held at a wedding or a funeral.

3.      What does the client need? There are two parts to this question; the first is pre-client knowledge. Try to find out everything about the client's needs and ascertain if there is something they need that you can offer. The other part is listening to the client after you have met them and understanding what they want and need through discussion. Lead the discussion to what they need.

4.      What can you give the client? This is a trick question since it is obvious you can give the client what he needs within your professional scope. So, the answer is actually what can you give the client beyond your scope of profession or more than your competition. If you are a carpenter, can you offer metalwork too? If you are a lawyer specializing in tort law, can you also provide court representation in family cases? The ability to provide a wider scope of services can sometimes tip the competition to your favor.

5.      A sub-issue of what you can give a client is the speed/price ratio, which means, how fast are you, and how much do you cost. At the end of the day, most clients want someone accurate, fast and cheap. The magical trinity that eludes many businesses, and finding that elusive ratio will lead to high-quality work being delivered on time and at a price that is competitive.

The First Contact Meeting

Sun Tzu, a Chinese Strategist stated that the war is won before it is even started. Bruce Lee associated his statement that he fights with the style of no fighting. Both are correct, the success of the first meeting is based on preparation. Coming in prepared with all the answers and a fundamental understanding of the client, and their needs and your competition.

Actual or Virtual Meeting

No matter where the first contact will occur, either online or in the real world, remember the three A’s of the First Contact:

1. Appearance: always dress according to the occasion and be groomed and clean.
2. Attitude: always smile, be sincere direct and friendly. Show empathy and be perceptive.
3. Aptitude: be ready to adapt to any situation, know your stuff, and only let an alien invasion or world-ending cataclysm take your focus away from the target.

The First Four Words

Your first four words will always be “Hello, my name is” Everything else will fall into place after stating these five words.

Planned or Chance First Contact

Sometimes meetings will be by chance, if they are, then all of the above will apply for the second meeting, and after you state your four first words, you will listen and direct the conversation to schedule a planned meeting. If it is an online meeting with video then remember to smile, and keep your body still, you don’t want to weave and wave on camera. If it is a real-life meeting, then make a firm handshake, dress for the occasion, sometimes you might meet a new client at a wedding, a shopping mall or even a wake. Always be ready, and always look good, once you start a referral network the days of being “the dude” are over unless you are an artist.