Networking New
Friends …
Sooner Than Later!
By Gerry Rose
 

I did it again.  I met a new friend.  I was so taken up with his new, innovative product and service that I immediately started to network him in my network of people he needed to know.  I became so excited I could hardly stand it.  The first thing I did was to go to my database to see who could benefit.  My excitement grew as one after another started to embrace his unique idea.  They will reduce their cost and increase their bottom line.  Then I ran into an old phenomenon.

I contacted a mid-size financial organization communicating with their local operations manager. This financial organization only does business with a niche target market, business owners and people of high net worth.  You might say they dedicate themselves to the “stars” of their industry. The manager was interested in meeting my new friend.  The manager would consider my “new friend’s” offer as long as my “new friend” would change who they were currently conducting their financial business with.

I have run into this before, even with micro-businesses.  One very successful network marketing person would only do business with someone who would first buy his service from him.  Now, in this case, it was easier to understand.  He sold a “utility” service to his barber, dry cleaner, local restaurant, etc.  But how can a rather large financial institution hold potential clients hostage and expect to grow? 

I networked this same new friend with a micro business owner of good size and stature.  I have worked with this individual for seven years, frequently referring business.  When this business owner heard of my new friend’s offer, she was interested in making the connection.  When I asked to be introduced to her corporate management decision maker she reluctantly told me “NO.”  Her reason was that I was not the person who would be doing business with their company.  It would be my new friend, an unknown, doing business with her company.  In this case people are reluctant to turn over the “keys” to the store.  It is long term relationships that build business success.

The point of this article is that my new friend’s offer will at sometime soon be introduced to ALL the above business owners.  They chose to close their eyes to something new and innovative rather than be proactive.  What I am encouraging is explore the option of being open minded.  Discover how to explore options to advance your organization.  Take credit for innovative new ideas that can have a major impact on your company’s bottom line.  Avoid personal or company traditions and routines when it comes to exploring.  Take credit for what you discover.

I am absolutely amazed at how reluctant people are to accept a referral from a proven referral authority.  Looking at the underlying reason, it has to be fear related to the idea that they did not make the discovery.  These people must have such low self-esteem…or might it be a lack of credibility with their peers?  They fear the potential of another’s failure to reflect poorly on them.

The question then becomes “Do the risks out weigh the gains when it comes to referring new business?”  The interesting component is the evaluation of the referral.  The most interesting aspect is action is required (making the referral) before you can evaluate the result.  True, a leap of faith is required.  When considering the risk, how large is it really?  Had my new friend been referred to a corporate decision-maker and that new friend completely blundered the task, what problems might have this created for the referring person?  As I see it, the corporation would be able to research alternatives sooner than later.  The company would be able to save money, increase income, and live a better sooner than later.

Please help me. Help me help you and your company.  Openly and quickly refer new friends.   It will affect your bottom line in a positive way.