Make Contact - Financial Executives International

A S A 

ALLIANCE FOR 

STRATEGIC ADVANTAGE 

Building a 

Referral Machine 

Financial Executives International 

Gene Rosendale 

grosendale@theasadvantage.com 

866-810-1920 

www.theasadvantage.com 

Copyright 2009 Alliance for Strategic Advantage All Rights Reserved

1. Broadening your Network of Contacts & 

A S A 

Resources 

Why Network? 

2. Creating Ambassadors sending Positive 

Messages about You in your marketplace 

3. Having others Recognize & Refer 

Opportunities for you as they arise 

ALLIANCE FOR 



A S A 

Networking Activities 

• Networking activities taking a lot of time and energy? 

• Networking taking a long time to produce real results? 

• Networking better suited for more “social” personality types? 

• Feel you’re asking for favors? 

• Feel you have little offer others? 

• Feel like you’re “Selling”? 

• Feel like you’re giving more than getting? 

• Have you heard this before? 

• “I gave Your Name to several people…Nobody’s called you?” 

• “You called her and she Hasn’t Returned Your Call yet?” 

ALLIANCE FOR 



A S A 

First Challenge 

Why Don’t People Make More Referrals? 

• They Don’t know you Want or Need Help 

• They Don’t want to Take the Risk 

• They just Aren’t Thinking about You 

• They Don’t know How to Help You 

ALLIANCE FOR 



A S A 

Second Challenge 

“Salesperson” “Trusted Advisor” 

• Pushy/Aggressive 

• Persistent 

• Smooth Talker 

• Biased 

• Self-Interested 

• Commission 

• Low Integrity 

• Insincere 

• Inconsiderate 

ALLIANCE FOR 


• Objective 

• Knowledgeable/Expert 

• Resource 

• Good Listener 

• Genuine 

• High Integrity 

• Sincere 

• Considerate 

• Uncommon 


A S A 

Two Challenges 

1. Remove the psychological roadblocks that cause 

people to resist making referrals, and have them 

want to refer you 

“Building a Referral Machine” 2/5 - 2/19 - 3/4 

2. Behave in a way that projects “Trusted Advisor” 

and not “Vendor/Sales” behavior 

“Vendor Trusted Advisor in a Single Meeting” 

2/18 - 2/23 - 3/18 

http://www.eventbrite.com/org/215645022?s=1272016 

ALLIANCE FOR 



A S A 

Networking & Referrals 

The Objective 

ALLIANCE FOR 


What’s Realistic? 

For every 10 new people you meet, how 

many introductions can you expect from 

them within the next 30 days? 


A S A 

ALLIANCE FOR 


Referrals 

Why Don’t People Make More Referrals? 

• They Don’t know you Want or Need Help 

Get them to Want to Help you 

• They Don’t want to Take the Risk 

Get them to see you as a “No Risk” Referral 

• They just Aren’t Thinking about You 

Get them to always be Thinking of You 

• They Don’t know How to Help You 

Get them to make the “Right” Connections 


Building your Referral Machine 

Five Stages to Referral Success 

• Stage 5: Receive sustained flow of “Positive Reflection” 

Introductions – Becoming a Network “Hub” 

• Stage 4: Receiving Sustained flow “Multi-Generation”, 

“No Risk” Introductions & Target List Introductions 

• Stage 3: Receiving “First Generation” Introductions 

• Stage 2: Re-energizing your Current Network --- Getting 

them to “Want” to Refer to You 

• Stage 1: Re-Thinking your Business and Messages thru 

the eyes of a “Connector” 

A S A 

ALLIANCE FOR 



Stage 1: Re-Thinking as a “Connector” 

Making Networking Effective 

Others have to know: 

• Who is your Prospect Profile, 

• When a Profile becomes a Prospect, 

• Who is a Good Connection for you 

You Must be Clear & Crisp about your Targets 

A S A 

ALLIANCE FOR 



A S A 

Building a Referral Machine 

Starting the Machine 

Give to 

Receive, 

But 

Never Give 

to Receive 

Make Contact 

• Demonstrate a Specific Set of Non-Vendor Behaviors 

• Remove Barriers to Accepting a Meeting 

Identify Introductions 

to Make 

• Unusual behavior 

• Surprising Impact 

• Reveal Connectors, Resources, 

Prospects 

ALLIANCE FOR 


Make 

Introductions 

• Power of Reciprocity 

Coach Your 

Connections 

• Specify specific set of 

Non-Vendor Behaviors 

• Eliminate Risk 


A S A 



Receive 

Introductions 

• Qualify for level of 

Investment 

• Set up compelling contact 

Help Others 

Help You 

• Ensure you Receive only 

Valuable, Productive 

Introductions 




ALLIANCE FOR 



Introductions 







Prospects 

Coach Your 

Connections 





A S A 



Receive 

Introductions 

• Qualify for level of 

Investment 

• Set up compelling contact 

Help Others 

Help You 

• Ensure you Receive only 

Valuable, Productive 

Introductions 




ALLIANCE FOR 



Introductions 







Prospects 

Coach Your 

Connections 






Why It Works 

• Want to Help You 

• Feel referring you is No 

Risk 

• Feel it’s Positive 

Reflection on them 

• To keep Thinking about 

You 

• Understand How to Best 

Help You 

A S A 

ALLIANCE FOR 


• Appreciative and Indebted 

• You’re a Mentor & Model 

• You Never Offend 

• You’re always Helping & 

Connecting 

• It’s not an Event, but a 

Relationship & Process 

• They understand How to 

Help You 

• You are “Someone people 

just have know.”

A S A 

Referrals to Prospects 

Closing / Commitment 

Position / Profile Presence / Prospect 

ALLIANCE FOR 


• Stage 5: Receive “Positive Reflection” 

Introductions Becoming a Network “Hub” 

• Stage 4: Receive Sustained “No Risk”, 

“Multi-Generation” and Target List Introductions 

• Stage 3: Receiving a flow of “Reciprocity” 

Introductions 1st Generation Introductions 

• Stage 2: Re-Energizing your Network with 

the Power of Reciprocity 

• Stage 1: Re-Thinking your Business and 

Messages thru the eyes of a “Connector” 


Receive 

Introductions 

Help Others 

Help You 

A S A 


Contact 

Make Introductions 

Stimulate Reciprocity 

Referrals to Prospects 

Identify 

Connections 

Coach Your 

Connections 

ALLIANCE FOR 


Approach is the same: “How can my Network of 

connections, Clients, & resources be of use to you?” 

Intro to More 

• Connectors 

• Resources 

Introductory Calls 

Connectors Resources Prospects 

30-Second Commercial 

Identify themselves as 

Prospects 

Proceed with a 

Prospect Call 


A S A 

ALLIANCE FOR 


Building a 

Referral Machine 

For a listing of all public ASA events: 

http://www.eventbrite.com/org/215645022?s=1272016 

Gene Rosendale 

grosendale@theasadvantage.com 

866-810-1920 

www.theasadvantage.com

Make Contact - Financial Executives International

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