Use Relationship Marketing to Power your Growth

I have come across a book by Jeffrey Scott entitled “The Referral Advantage” and decided to check it out.  Jeff is an author, speaker and business consultant who facilitates peer groups for landscape professionals who want to transform and profitably grow their businesses through referrals. Like most true networkers – he understands the Law of Reciprocity  “Once you learn to see opportunities to help other people as investments in your own business, you will be better positioned to maximize your natural flow of referrals.”

I thought that the following article by Jeff regarding networking might be of interest to you- although it is important to bear in mind that it is targeted for a specific industry:

Use the following strategic approach to networking to continue growing your business over the next two to three years.
You can grow your business almost entirely by referrals – even in the current economy- if you take a strategic approach, and if you persevere over a two- to three-year period. Use the following process to create your own strategic networking success.
Find Your Focus
1. Identify which area of your business you want to grow the most. For example, is it landscape maintenance? Lawn care? Design/Build? Irrigation?
2. Identify the client profile that is ideal for that area of your business.
3. Focus your networking efforts around this target clientele.
Identify Key influencers
Identify those people who know or influence this target client. Break this into two groups:
The trade and professionals. Which groups and associations in your area are the best to target? Examples of trade groups include BOMA (Building Owners & Managers Association), ASLA (American Society of Landscape Architects), AIA (American Institute of Architects) and your local association of realtors.
Start with one association for every one or two networkers in your company. Make assignments and teach your employees how to network.
The influencers. Which community organizations contain the most influencers and are most active within your target geography? Examples of community organizations include the Rotary Club, Chamber of Commerce, church groups and your local garden clubs. For every one or two people in your company who will be networking, assign them to one organization. (Expert networkers can join multiple organizations.)

Plan on going to every meeting. Also spend time with members outside of meetings at their offices, and over meals and outings. Also, try to bring these people on as your clients so they can experience your services (even at a reduced rate, or for a partial service). Don’t be pushy, though. Use a soft sale approach.

You can download the first six chapters of Jeff’s book for free at: http://www.jeffreyscott.biz/books.html