The #1 System to Get Referrals from Centers of Influence

I developed the Referral Radar System three years ago thanks in large part to a client at that time who wanted to break down necessary tasks to master the process of developing centers of influence and turn them into referral sources.

My definition of a center of influence(COI)  is a person who knows others that make good prospects for you. Typically this is another business professional.However, since you want referrals from them, the relationship has to be a good one which means you need to reciprocate in some fashion too.

The reason to work harder at this is because these are easier referrals to get! You are leveraging a third party endorsement and one of Professor Robert Cialdini’s six universal principles of social influence: Authority – we look to experts to show us the way.

Phase 1: Identify Your Centers of Influence

This is easier said than done! Few people have more than one professional who is a reliable source of referrals. Focus on the definition above and look through your contacts and clients for those with potential. Don’t forget to ask your current COIs for recommendations to their own centers of influence; it is quite likely that one person can open up a couple more doors.

Then meet with these people for coffee, lunch or beer and get a sense of whether they are interested in a mutually beneficial relationship where you seek to help their business more and you ask that they reciprocate.

Caution: everyone talks a good game during a cup of coffee. Seek out people who are as hungry as you and who know a good amount of people. You will need to ask them direct questions about this or you will end up wasting a lot of time. There is no shortage of nice people out there but that does not make them a great COI.

Phase 2: Scratch their backs first and keep in regular contact

This phase recognizes a second principle from Cialdini: the rule of reciprocation – we feel obligated to return favors performed for us.

What this means is you focus on the needs of the other person first. Clearly you cannot do this in a manipulative way because people will see through it.

The most powerful question you can ask yourself here is: How can I most add value to this person?

There are so many things you can bring to the table if you give your brain a chance to think of them; they don’t always have to be referrals! Certainly, business building ideas and ways to enhance revenue are likely to mean the most but there are many ways to impact someone’s life.

I have found that sharing great information can be greatly appreciated, not least since most people don’t take the time to read, listen to audio programs or attend seminars! Introducing others to business opportunities and people adds great value. Often the most powerful thing you can do is add value to that person in a way that relates to their hobbies, passions or family: something that is personalized, significant and meaningful to them can go a long way.

Get them to coach you on the 3 things you need to coach them on for Phase 3!

1. Their ideal client.

Really push them to be so clear that you can think of actual people or companies who fit that description. Ask them for stories and examples of how they’re helping current clients if you are still foggy. Most people do a horribly vague job of explaining who they like to work with, so be prepared to feel unclear!

2. How to start a conversation about them to people you know

Ask them to teach you a way to transition your normal conversation towards opening the door and recommending them to people you know. Have the courage to tell them if the wording they suggest doesn’t work for you. Remember: it’s your turn next and you want results!

3. Ideally, you also explain that you will get permission for your COI to call your contact

All of these three areas matter greatly because now you get to go and you want some referrals!

Phase 3: 

You repeat the above 1-3:
“Michelle, I work with a lot of pharmacists/dentists/implement dealers/executives in the gay and lesbian community (etc)

Since you’re doing their tax work, it’s easiest to say: Mr. Client, we’ve talked a lot about your taxes and how that relates to your finances. Who do you consult with on your retirement planning and insurance planning?

They say what they say and you ask: ‘How’s that going?’ or ‘What’s been your experience with them?’

If they say anything other than ‘great’, I’d ask that you say: ‘If you would be open to a second opinion, I’d highly recommend an advisor that I’ve worked with. Her name is Anita Logan. She would be well worth at least having a quick conversation with. Would you like me to have her drop you a line some time?”

 Following these three phases assures more referrals  - not least due to a third universal principle of Cialdini’s: the rule of liking – the more we like people, the more we want to say YES to them!

Please forward this onto those professionals important to you that might appreciate these ideas.