Blog · Networking
Building Trust Before You Ask for Business
Most people have met the networker who hands over a business card and asks for a referral in the same breath. It rarely works. Not because the person is bad at what they do, but because nobody in the room knows them well enough to recommend them yet.
Referrals are built on trust. When someone refers you, they are putting their own reputation on the line. Before they do that, they need to feel confident that you will take good care of the people they send your way.
Visibility, credibility, then referrals
A helpful way to think about any networking relationship is in three stages:
- Visibility. People know who you are and what you do.
- Credibility. People believe you are good at it and that you are reliable.
- Referrals. People feel comfortable sending you business.
You cannot skip a stage. Many people get frustrated at the visibility stage because they are asking for referrals when they have not yet earned credibility. The good news is that credibility can be built on purpose.
Show up consistently
The simplest way to build trust is to be dependable in small things. In a weekly networking group, that means:
- Being on time, every time
- Being prepared when it is your turn to speak
- Following through on what you said you would do
- Showing up even when business is busy or slow
People notice. Over months, consistency tells your fellow members more about how you run your business than anything you say in a presentation.
Get to know people one-to-one
A room full of people is great for visibility. Trust usually grows in smaller conversations. Set up one-to-one meetings with the people whose customers overlap with yours.
During those meetings, spend more time asking than telling:
- How did you get into this business?
- Who is your ideal customer?
- What makes a referral great for you, and what makes one a headache?
- What is something most people do not know about your work?
When you understand someone's business, you become a better referral partner. And people tend to trust those who have taken the time to understand them.
Give before you ask
Nothing builds trust faster than helping someone. Look for ways to give:
- Refer a client to a fellow member.
- Make an introduction to someone who could be a good partner for them.
- Share a useful article, tip or resource.
- Leave an honest review for a business you have used.
This is the heart of Givers Gain®. When you consistently look for ways to help others, people naturally want to return the favor.
Let people experience your work
If it makes sense for your business, invite fellow members to become customers first. Someone who has used your services can describe them with real confidence. Even a small job gives them a story they can tell.
You can also share proof in other ways:
- Before and after photos
- Case studies with client permission
- Credentials, licenses or certifications
- Reviews and testimonials from real customers
Protect the trust you build
Trust takes months to build and moments to lose. When someone refers you:
- Respond quickly, ideally the same day.
- Treat the referral like gold, even if it turns out to be a small job.
- Close the loop by letting the person who referred you know how it went.
- Say thank you, every time.
If a referral is not a fit, say so kindly and, if you can, point them to someone who can help. That still reflects well on you and the person who sent them.
Be patient
Building trust is not quick, and it should not be. The relationships that produce the best referrals for years are usually the ones that took time to develop. Fall is a great season to start: the heat is easing, calendars are filling and people are ready to make connections.
Start building those relationships. Visit BNI A1 Networkers any Thursday at 7:00 AM at Brothers Family Restaurant in Peoria. Plan your visit.