Your referral network is more than just people who are willing to send you clients. It includes people who are can introduce you to people they know who are influential in your target market.
This includes other professionals, business owners, consultants, sales people, and others who sell to or advise people in your niche. It also includes bloggers, authors, editors, meeting planners, podcasters, and others who have a list or a following.
It also includes people who can send traffic to your website, promote your events and offers, and provide you with testimonials and reviews.
Because a referral is more than just, “I have a new client for you”.
When you think of referrals this way, you realize that there are a lot of people you’d like to have in your network.
How do you find them?
The simplest way is to leverage your existing contacts. Your current and former clients, professional contacts, and other people who know, like and trust you, can lead you to people they know that you’d like to have in your network.
Prospective clients can also send you referrals and/or introduce you to others.
Okay, so what do you do?
Well, how aggressive are you willing to be?
If the answer is, “not very,” then simply stay in touch with everyone in your existing network.
Send them something useful–information, a checklist or form, your newsletter–and ask them to share it with people they know who might like to get a copy.
For better results, suggest who that might be–their colleagues, their clients, or their friends and family, for example.
You could also invite them to an event you’re conducting, and ask them to tell people about it.
Make sure you have a way to capture the email addresses of the people they tell about you. Build your list and you will build your referral network.
Now, if you’re willing to step things up a bit, pick up the phone or email a specific person you know. Tell them you’re building your network and could use their help. Ask them to introduce you to someone they know.
Ask a former client to contact their accountant or broker or former business partner, for example, and suggest that the two of you get together or speak on the phone.
Why should their contact speak to you? Because the two of you “might have some mutual business interests” or simply because the client thinks the two of you “should know each other”.
It doesn’t have to be brilliant. Just as you want to build your network, these other folks want to build theirs. With a mutual friend or client introducing you, everyone wins.