Because I speak about referrals, I
have an advantage. I ask for referrals
at the end of every presentation. I
hold a drawing and collect everyone’s
business card. I tell them I build my
business through referrals and define
my ideal client. Then I ask that they
put an “R” on their card before
dropping it in if they know someone I
should meet. How cool is that? I send
the group a special thank-you e-mail,
include an article or interesting bit of
information, and then call. And I have
the most amazing conversations. Does
everyone return my calls? No. Do I
get more than one qualified referral
from each engagement? You bet.
And in the process, I’ve built more
relationships with supportive fans.
Practice Giving Referrals
You must give to receive, right? So,
offer to refer as much as you can.
Connecting people not only feels
good but also helps someone out who
might return the favor some day. Refer
resources to your clients, and offer
to refer other speakers. Get to know
other speakers—those with similar
topics and unrelated ones—and then
actively identify opportunities to refer
each other. When you refer someone
you know, like and trust, you become a
credible resource.
I’ve built my business entirely
through referrals. However, because my
referral sources and prospects know I
have a large network, they realize that
I am also a great source of information
and can make a difference for them.
Sometimes I get non-business requests—
for a dog walker, mechanic, Realtor® …
you name it. My suggestions are invariably met with, “I knew you would know
someone.” What a great compliment!
Practice Your Follow-Through
You’ve probably heard the saying, “The
fortune’s in the follow up.” There’s no
excuse today for not following up immediately. At a minimum, send an e-mail to the
meeting attendees, event planner, speakers’
bureau and your client contact. Better yet,
send a handwritten note—even if you have
terrible handwriting. We receive so few
handwritten notes these days. What mail
do you open first? Not the gas bill.
People forget you if they haven’t
heard from you, so follow up and then
keep in touch. Develop a campaign to
send relevant information on a regular
basis. I send a monthly newsletter,
and each month I get a response from
several people I haven’t heard from in
years. For some reason, the message was
timely, and they’re ready to talk. Some
just write that my message spoke to
them—nothing more. That feels great.
Practice Again
Find an accountability partner—
someone to keep you on track and tell you
the truth. Someone to be “in your face”
and ensure you do what you say you’ll
do. Someone who expects you to practice and report your results.
I took piano lessons as a young girl.
I often neglected to practice, thinking my teacher wouldn’t notice. She
always noticed. I never got away with
skipping practice. And as adults, even
pros who’ve been at it for decades, we
can’t get away with not keeping our
skills fresh. Your audiences, clients and
prospects will notice.
Practice becomes your compelling,
game-changing event. Practice is your
future. You don’t need 10,000 hours
of practice. Just practice one skill every
day. Practice? Yes, you!
Joanne S. Black is a motiva-
tional keynote speaker and a
sales strategist. Her No More
Cold Calling™ concept of
building relationships and
getting referrals generates sales faster and
more cost effectively than cold calling. She
guides client companies towards business
growth and success. Visit http://nomorecold-
calling.com or contact her at Joanne@
nomorecoldcalling.com
April 2010 | SPEAKER | 25
