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Business networking is all about forming strong relationships built on mutual respect and trust. Those relationships are the basis for the single most important tool that we all need if we want to survive in the competitive 21st century.

I’m talking about referrals.

And today’s savvy business professionals know that–just as night follows day–networking leads to referral business.

Opportunities to network–to meet people for mutual support (and eventually referrals)–are everywhere. Here are just a few places to consider starting your networking efforts:

Professional Associations–Join your professional association. It’s a powerful source for richly rewarding contacts that can result in a tremendous number of referrals from people with a different specialty than yours.

If possible, join the professional association of your target market. Form those relationships. See and be seen among them and before you know it, you will be considered the “go-to” person in your industry.
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Do you remember your first day as a business owner? You were probably just like the rest of us… pretty darned happy and bit on the proud side. Yeah, back then we thought we could conquer the world. Now we’re too busy conquering our own little corner of the world to pay a lot of attention to the rest of the world… unless it’s to learn a few tips from successful marketers just like us who have made it big. Tips just like these… that will apply to every market – regardless of the product or service – are a great motivators to try something new. Yeah, you never know when the next idea will be worth a million dollars!

1. Create a Special Offer
A special offer is exactly that… an offer that is special. Normally, customers would not be able to purchase this product or combination of products, and once the products are gone… sorry!

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In his classic best-seller, How To Win Friends And Influence People, Dale Carnegie’s second chapter is entitled The Big Secret of Dealing With People. The secret is summed up in this principle: Give honest and sincere appreciation.

Carnegie said there is only one way to get anybody to do anything — by making the person want to do it. How can you encourage customers to say good things about you and give you referrals? By giving them what they and all human beings crave: honest and sincere appreciation.

The Two Magic Words

The big secret of dealing with people (or customers) is often overlooked or forgotten. It’s simply saying “thank you” consistently, personally and, above all, sincerely. These two words work marketing magic because customers want to feel important.

Saying “thank you” is an act of kindness, besides. But don’t say “thank you” for the sake of flattery. It must be sincere. As Ralph Waldo Emerson once said, “You can never say anything but what you are.”

“Thank You” Promotes Referrals

The uncertainty of referrals can be disconcerting. Can you control them? No. Can you influence them? Absolutely.

First you must provide a valuable product or service for customers. (You’re already doing this, right?) But perhaps you can make an even bigger difference in their minds by your continued interest after you’ve delivered the product or service.

Each customer has a different level of satisfaction with your products and services. However, all customers to whom you say “thank you” are satisfied that they’re important to you. This can determine whether you’ll continue a relationship with them and get referrals.

“Thank You” as Direct Mail or E-mail

If you’ve never used direct mail and are considering it, start a thank-you correspondence program. If you’ve used direct mail or e-mail but haven’t sent thank-you letters or e-mails, start now.

The thank-you letter or e-mail to your customers is targeted (you know them, they know you), personal and effective. It’s guaranteed to receive a positive response.

Furthermore, it’s a pleasant surprise if it’s snail mail. They see your envelope. They think, this must be something for me to review, to sign, or worse a bill. Surprise! They’re appreciated; they’re important. And you’re the one telling them so.

Write a thank-you letter or e-mail at every opportunity. But don’t send one with an invoice or other correspondence. Always send it separately.

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1. Supersize It!
Okay, okay… the real marketing term here us upsell it, but the word association takes me to McDonalds. You’ve been there… you pull up to the window, place your order and they always say… “Would you like to supersize that?”

What bugs me is that I instinctively say, “Yes!” After all, for a few cents more I’m getting nearly twice the amount of fries and beverage. We won’t discuss the fact that a person with normal size kidneys couldn’t possible drink the supersized drink before it goes flat… and that if I were to eat all of the supersized fries I’d be perfect advertisment for an acne medicine company… but hey, I got a good deal!

When your customers have their wallet out and are reaching for their money, they are ripe for shelling out just a few more bucks to sweeten the deal. In fact, about 50 percent will say yes without a second thought. It’s the perfect time to offer an upgrade or an extra warranty.

2. After The Sale Offers.
Have you noticed that novel sequels seem to go like hotcakes? Once the author has caught the audiences attention with the first book, they can’t wait to get their hands on the follow up.

The same idea carries over with your customers. A customer who is happy with the product and service you provided the first time, is much more open for a second experience.

The backend product you offer doesn’t even have to be your own. Affiliate marketers are rolling in proceeds on ebooks that cover material associated with their products. It’s an easy and painless process to market this way… the affiliate handles all the sales, while you collect the commission.

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