Lets face it! Referred leads are generally better than leads that come from cold calling, direct mail, advertising, etc. The close rates are higher, and so are the profit margins.
Ever done cold calling? How many calls does it take just to get someone on the phone? Then, how many conversations need to occur before an interested prospect is found, and then, how hard is it to close the deal with this type of prospect?
Personally, I prefer to work with people who were referred to me. It's just a lot more fun working with these clients, and more profitable too. Want more referrals? Think less about yourself, and more about how you can help others.
Make referrals to others first. Make a referral to local business proprietors, and you'll make friends quickly. Getting key people business will do far more results when it comes to building relationships than any direct mail postcards, advertisements, or cold calls.
Start thinking about how you can help the members of your networks and trade associations. Joining trade associations is a great way to begin the process of building relationships, unless your strategy is to get the membership directory, and start cold calling. Avoid the temptation to call members to preach about your products or services. Instead, focus on how you can be an advocate for the industry. Join a committee. Write articles for their newsletters providing free information that can help prospective clients. Advocates are much more likely to build and maintain lasting relationships than cold callers, and spammers.
Networking Events. Don't be "that" guy. This is the person who approaches people at networking events, and immediately goes into a sales pitch. Ever get approached by someone who dumps their resume on you and wants you to help him/her get a new job. It's not very flattering. Instead of talking about how great you are, ask people about themselves, and what they do. Focus on listening instead of broadcasting.
Some of the most successful people in business, including realtors, often spend a lot less on marketing than their competition, and still manage to win more business, and make more money. How are they able to do this with less money spent on marketing? Reputation and referral.
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