Best Practices for Increasing Your Referral Pipeline  

How many networking events or one-to-one lunches or coffees have you attended in the past year that yielded nothing? These are the meetings where you leave the piles of unattended reports on your desk to spend an hour with someone you met who might be a lead, only to return with a vague promise to “keep you in mind” if someone needs your services. Christine Spray vowed, after an unproductive lunch several years ago, not to attend any more of these business first dates unless a second date was a sure thing. She quickly created a foolproof networking plan centered on her favorite quote by Zig Ziglar, “You will get all you want in life, if you help enough other people get what they want” and then built her business, Strategic Catalyst, Inc. around it.

Adopting a pay-it-forward initiative, Spray found, creates an atmosphere of trust that is the epicenter of prosperous networking. In keeping with her commitment to help everyone she meets in at least three ways, Spray shared her networking best practices with SharpHeels readers, divided into where and how to network more effectively.

Where to Network 

Investigate. Know your target market. Choose the right organization for your purposes; do not join just any group in order to network. Know who your centers of influence are and who your referral sources will be. If your target audience is over 50, male executives, do not waste your time joining an organization for female sales representative. Look at the mission and the member composition of each organization, not only the name of the organization. Select groups in which at least 75% of the members reflect your target market. Attend at least three meetings of any organization before you pay membership dues. Factors such as the lunch venue or the guest speaker can skew the demographics of the group. By attending three meetings, you will see who attends regularly before committing.

Adopt the Right Goal. Too many people think networking means collecting business cards. The goal of networking is to meet people with whom you have synergies in common. You are on a mission to get to know people well enough to find those synergies. When you find someone with whom you have synergies in common, then and only then, do you ask to exchange business cards. A collection of business cards is not the goal. The real magic happens in the follow up, one-to-one meeting. Fold the corner on the business cards of the most promising contacts you meet and slip only those business cards into the inside pocket of your suit jacket. Realistically, you will never be able to follow up with every person you meet, be selective and give the best prospects your attention.

Dress for Success. Spray believes women sell themselves short at events when they don’t dress for respect. When choosing between that comfortable dress and a tailored suit for a networking lunch, always choose the suit. A simple dress might be comfortable, but it will not get you noticed by decision-makers. Spray suggests women choose the suit for two reasons; suits command respect and they provide a convenient, inside pocket for promising business cards. If your suit lacks the type of slit pocket usually found inside men’s suit jackets, Spray suggests having a tailor create one.

How to Network More Effectively 

Networking Happens Before the Event Starts. Once they have served lunch or the keynote speaker is at the podium, the best networking opportunities are finished. If the luncheon begins at 11:30 a.m., arrive at 11:29. The first one in the room becomes the belle of the ball. As people sign in and enter the room, they will naturally approach and speak with people, like you, who are already there in the center of the room.

Arrive Early, Stay Late. Busy executives always over-schedule their days. Nothing is worse than meeting a promising contact at an event and not getting his or her card in the rush to get to the next meeting. Allowing yourself 10 minutes before and after a networking event provides opportunity to make contact with the right people and obtain their business card to follow up.

Get the Best Seat in the House. Remember your first day in the high school cafeteria when you were terrified trying to find a place to sit? You are not that girl anymore. Look for a table that is nearly full with professionals that look like your decision-makers.   Ask if the empty seat is available. If yes, set your things down at the seat and proceed to each person around the table to introduce yourself and shake hands. When you arrive back at your seat, sit down and assume the role of table host by creating dialogue with everyone at your table. Conversation starters like, “Have you heard this speaker before?” help everyone get to know each other and your tablemates will thank you for the assistance. The practice helps you discern that the best lead at your table is sitting across from you, a fact you might have missed if you had only spoken to the people to your immediate right and left.

Follow Up. Follow up with new contacts within 24 hours of meeting them. Arrange a one-on-one meeting within two weeks at a location halfway between your two offices. Do your homework before your meeting. Look at your prospect’s website or their LinkedIn profile in preparation. If you share the same alma mater, you just found a topic to break the ice when you meet. Contact them in some way every 45-60 days thereafter.

Ask the Right Questions in your One-to-One Meetings. Spray provided a list of 12 key questions you will want to ask your prospect during your meeting. First, Spray says, “ask personal questions that build rapport and find synergies in common with one another.” Then, ask questions pertaining to their business and, finally, ask how you can help them.

 Personal Questions

Where are you from? Where did you grow up?

Where did you go to college? What was your major?

What do you do outside of work for fun and balance?  

 Business Questions

Tell me about your role and the services of your company.

Describe your ideal client.

What differentiates your firm from your competitors?

 Help Questions

Who is your biggest referral source (outside of your clients)?

Would you like to connect to one another on LinkedIn? I’m happy to introduce you to any of my contacts.

Would you like me to send you my network of trade associations in town?

What can I do for you?

Once you know how to help your prospects get what they want, make it happen. Your willingness to assist, even outside the services you can personally provide, demonstrates your commitment to building a long-term relationship, helps you transition from prospect to trusted advisor, and ensures a second date is on calendar.