Referral Based Marketing | Why it Pays to Have Trusted Business Relationships

Could this post BE any more about pop culture placement? As much as I would love to spend the entire article making sly references to New Zealand’s 4th most popular folk parody duo, this is about marketing your business through referrals. Simply put, there is no better or cheaper way to market than to utilize referral marketing.

Case in point: I have a networking friend, Albi (names have been changed to protect the guilty) with whom I am also a customer. He runs a real estate office of multiple agents. Because of our networking relationship, whenever someone would mention to me that they were either buying or selling a house, I would give them Albi’s name as an option and suggest they contact him to see if he would be a good fit. Since I knew him, I liked him, and I trusted him, it was a fairly easy referral to give.

The reason for that is not because I used him for my own house purchase first (in fact, that will come later), but because as responsible business marketers and networkers, we understood one KEY principle. People do business with people they like and trust. Albi and I spent time building a trusted business relationship. It starts small, with easy ways to try out a person’s trust level. We met for coffee, lunches, and even brought our wives in for an evening out. We decided for both of us it was important enough to know the quality level of the person, so that we could speak with honesty and integrity. After all, whenever you refer someone, you are ultimately putting your name on the line for them. Trust is HUGE.

When it became “Business Time” and my wife and I decided to buy a house, we chose to give him the opportunity. When we personally experienced his level of service and quality, we were even more blown away than we could imagine. I already knew and trusted that Albi would do a great job, and my expectations were fulfilled – even more than I thought they would be. Not only do I have a long term, trusted relationship with him, but it was tested with personal experience. Now he can’t keep me from talking about him. Who would not want to gain new customers this way?

Do people in your local area know you? Do they like you? Do they trust you? I encourage you to take a moment to think and see what you might be able to do to develop trusted relationships with business around you; think of the advantages it would bring you. Just don’t use too much tape.

(Image from www.gawker.com/flightoftheconchords)

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