There’s an old saying, It’s not what you know it’s who you know. However, I firmly believe in business it’s not who you know but who knows you.
Imagine you can’t actively prospect or advertise. For instance medical specialists or barristers. How would you get business? You’d have to rely on who knows you can solve a set of problems for a specific market.
You’d have to position yourself as the relevant expert in your field in your referrer’s eyes.
You do this by building and maintaining relationships, regularly communicating with your referral sources and ensuring you deliver for people referred to you.
We had a great example of what not to do recently. Left a really bad taste in everyone’s mouths.
A close friend needed some advice. It was a small matter. I referred her onto a consultant who said they weren’t specialists in this area, so further referred her on.
The specialist asked for money up front which was paid. But the advice never eventuated.
There were multiple excuses – the specialist was busy. Apologies were given. But no advice.
It took a final ultimatum for something to eventuate almost 3 months later.
So what’s the point of the story?
The specialist will likely never get another referral from this source. That relationship has been badly burned. And if you extrapolate, how many other times has this occurred?
Getting a referral, taking the money and not delivering is just dumb business.
You’re highly unlikely to get a second chance.
It can take years to build up your reputation as an expert and authority in your field. Don’t blow it because you can’t be bothered to deliver to the best of your ability regardless of the size of the job.
Till next time, this is Rashid Kotwal.