Turning Contacts Into Friends
Communication Tips from Stewart Hirsch
Stewart Hirsch, a former in-house lawyer, is a business development coach and trainer for professionals. He has helped lawyers, consultants and other professionals substantially increase business naturally and comfortably.
VOL: Stewart, you’re a master at helping other professionals increase revenues by building build business relationships. This is the season for meeting new people, so after you meet someone at an event, how do you turn a 5 or 10 minute conversation into something meaningful?
Stewart: Decide if there’s some mutuality – some connection – and a reason to continue the conversation. Maybe s/he can help a friend, colleague or client, or your friend, colleague or client can help him/her.
VOL: Why does the exchange of business cards often lead to nothing, zip, nada?
Stewart: One of several reasons – the top two:
1. There was no reason for exchanging cards in the first place.
2. There’s just no follow through. Exchange cards with people you meet where
there’s a reason to follow up, and then do the follow up. Don’t wait for them.
VOL: How do you suggest making an acquaintance into a business friend?
Stewart: Assuming you want to create a new business friend, find mutual ground – common interests or values. Pursue those common interests. Very similar to making friends socially – people are people. Just don’t leave business out of the discussions; make it central to the discussions.
VOL: Why is it so important to have a referral network?
Stewart: For service providers, referrals are often the engine of a solid business. People prefer to do business with those they trust. Referrals reduce the selling cycle, because there’s less need to vet a service provider on issues like integrity and competence. And warm introductions are easier and more comfortable than cold prospecting.
VOL: How do you build one?
Stewart: Create many relationships that are mutually beneficial. Referral sources need two things to refer business:
1. To understand what you have to offer; and
2. A reason to refer business to you.
Whether they are existing clients or contacts in complementary businesses or family members, help the potential referral sources to help you.
VOL: How do you stay in touch with people?
Stewart: Calls, e-mails and visits. There’s only so much time in the day. We have to make choices. But e-mail is so easy – so, depending on the level of relationship, be sure to at least e-mail those you care about. Those that are clients or referral sources merit more calls and visits. Being busy is no excuse to ignore people that are important to you.
VOL: How do you know your methods work?
Stewart: From both personal experience and my clients’ experiences. One client generated almost $50,000 in referred business after attending one networking function and meeting a former colleague and doing the follow up. That’s exceptional! Most tell me that their network increases quickly and they are doing more business, and attribute it to following the simple approaches to networking and follow through.
VOL: If you could give us one piece of advice that might help professionals build their revenues next year, what would it be?
Stewart: Take the same level of energy that you use for your work and invest it in the people that can support your business. Doing good work is important, but it’s not enough to fuel the future. It’s the referral sources – clients, friends and colleagues that care about you who will help you succeed. You have a choice: You can do the work in front of you or you can do that work and invest in the future. I recommend investing.
To contact Stewart: e-mail s.hirsch@strategicrelationships.com