Up Your Game - The Power of Strategic Referrals and a Strong Network

Read on: My website

Read time: 2 Minutes

Picture this: You're face-to-face with a potential client. The conversation flows, the rapport builds, but then it hits you – your solutions aren't the right fit. Most would see this as a dead end.

What you currently have in your toolbox is not what the client needs at the moment.

What do…you do? How do you pivot and move forward?

Do you drop it and follow up with them when they need something from you? Do you let your company know that this is a no-go opportunity? Don’t treat your client as a transactional sales activity, and be a trusted advisor.

If you aren’t the best company for their needs, do you have a process to refer a company/individual out?

But do you do it? What if a referral comes to you?

Was this newsletter forwarded to you?

You are here to solve your client’s challenges. The more you talk to your client (whether new or existing) the more you learn about the nuances of the project. We break down 4 reasons why thinking long-term about building up your referral network is critical for your overall growth.

Let’s dance.

The One Networking Secret Everyone Overlooks 

3 Strategies to Turn Tradeshow Conversations into Conversions 

3 Ways to Enhance Your Referral Engagements and Free Template to Use 

First Touch - So What?

Now I get it, we are selfish. We only focus on ourselves. We have bills to pay, vacations we want to take, quotas we need to hit, and only want to care about what our own. So why should I care?

Well…client doesn’t care about your quota, your bills, or your upcoming vacation. They have a need. And you happen to be in a unique position of having the client’s ear as they have a problem to solve.

So…help them solve it.

Trust trumps transactions. You can’t be the go-to company for everything. The more you learn about the client, the opportunity, the budget, technical/engineering gaps, and your company’s ability to execute the potential opportunity the more depth to your ultimate Go/No Go decision (as we covered last weekIt’s Called a Go/No-Go Decision for a Reason - Master It to Win).

Don’t treat this as a transactional engagement. The client is going to appreciate and trust you more if you are upfront with them that you are not the right fit for this specific project. You should discuss the reason(s) why.

And more importantly…don’t stop there. Don’t leave a potential referral high and dry that you not only build trust with the client but helps you also build trust with partners who might be a strong candidate for the work that they need. If you have the ear of the client now, they will appreciate you more and the company (or companies) that you refer to them will be very warm leads

Second Touch - Turn Up the Volume on Value

Ask yourself this. Even ask your team this and take a second to think about it. How many referrals have I received or given out in the past year? How many referrals has my team received or given in the past year? Or are we only thinking about the work we can do?

I’ve been to tradeshows, networking events (in-person & virtual), meetups, happy hours, etc. and it is always interesting to see the breakdown of people who are only looking out for themselves, and those who are there to build a network and make introductions.

If an introduction (or opportunity) didn’t specifically resonate with them or is in their niche/market, they would move on. I have seen some pretty unfortunate situations over the years of how people have conducted themselves by just focusing on themselves and it has left a bad taste in people’s mouths.

So…how can you avoid getting into a mess like this in the first place?

Start connecting and making referrals as part of your business development.

I might be telling some of you something you already know, but actually putting it into practice across your team is completely different.

Building your network doesn’t just mean building your network for the growth of your business specifically. It also means that you are expanding your circle across your industry, from small business to large, from subject matter experts to industry influencers to entrepreneurs to those entering the industry, to students interested in the work that you do.

Master the Art of the Pivot

If you can make the introduction, then make it! You have many different ways you can do so. Whether you are:

1. In-person - You can use a similar phrase such as “While we might not be the best fit, I think I know who could help you knock this out of the park.” If you are at a tradeshow, make an introduction and give a brief introduction on why you want to introduce each other

2. Via Email - Create a simple email introduction between the two parties that can help start the conversation. Give enough information and context so that both sides know what to expect

   1. Call or send a separate email giving your referral even more context on the client so you can give the highest quality input and what the client is looking for

3. Via LinkedIn - Rinse and repeat the same thing as above via LinkedIn messages. Just create a group message for the introduction. Keep it very short

4. Follow up - If there has been no connection after a series of weeks, just make sure that both parties connect

   1. If you know of a looming deadline, make sure your parties connect before any deadlines

   2. You can force a relationship to happen, pivot again if need be

5. Let AI Help - Need a quick template? Have your favorite AI build you a template to build you a response template.

Transform missed opportunities into relationship-building moments. By showing that you're committed to solving the client's problem—even if it means referring them elsewhere—you create a powerful narrative of professional integrity.

Still, keep adding that value!

Third Touch - Show Your Skills

Here's how this approach elevates your game. There is a compound effect to this, but you have to start and continue to work on growing your referral network.

• Future-Proof Your Business: Markets change, products evolve, but relationships are built on trust and mutual success.

• Become a Go-To Authority: When you consistently connect people with the right solutions, you become the first call for anyone facing a challenge.

• Build a Reputation That Sells Itself: We have endless options nowadays, so how do you separate yourself from all the noise? Trust is the ultimate differentiator. Your integrity becomes your most powerful marketing tool.

• Create a Network Effect: Each successful referral doesn't just help that client – it strengthens your entire network.

• Trusted in Your Industry: By focusing on solutions beyond your own, you position yourself not just as a vendor, but as a problem-solver

Think of your referral ecosystem as a living, breathing professional infrastructure. Don’t just focus on your projects, also keep your ear to the ground to see how you can continue to support your client.

Action Item

This week, implement a strategic network expansion initiative.

1. Review your No-Go opportunities, leads, or emails that you decided not to pursue because you were not a good fit and the client asked you about

2. Go through your current list of contacts and find someone who might be able to specifically meet the criteria your client was looking for

3. Depending on how much time has passed, reach out to the client to confirm that they are still looking for a potential vendor (or contractor, subcontractor, etc.)

4. Make the connection between the two parties

Don’t have a strong referral network or partners you can rely on? Reach out on LinkedIn and utilize your 2nd Degree connections to find potential fits for the needs. There are multiple ways to find the right people.

Approach these conversations with curiosity, openness, and a genuine desire to connect two parties with no immediate value coming back to you.

Pack Some Additional Punch

Here are a few tips to really hit it out of the park when building your referral network.

1. Personalize the connection. If you know them well, add some flair and engagement to show. Don’t be basic

2. Ask your trusted network for new connections if when there isn’t a need from a client. Always keep building

3. Referrals go both ways. This is mutual. If you feel like a relationship is only going to be one way, stop it. Establish mutual referral agreements

You want to cultivate an ecosystem where success is shared, and your role is central. The human touch also goes a long way in today's digital landscape. So leverage all the tools in your toolbox to make referrals and build engagement.

Build towards it, don’t jump the gun.

What the Internet Taught Me This Week

From new tools, recent trends, and market updates, here is what has been on my mind.

1. Trump is planning on building a “Crypto Strategic Reserve”. Here’s what you need to know

2. TSMC is investing $100B into chip manufacturing in the US over the next several years

3. How hackers are using AI Agents to do their work

Your professional mission extends far beyond closing immediate deals. It's about creating meaningful connections that solve real problems, bridge gaps, and continuously evolve your understanding of the business ecosystem.

Each referral, each connection, and each moment of genuine care becomes a building block of your long-term success.

Maybe you can’t do it at scale, but it sure is quality over quantity.

See you next week.

Whenever you're ready, there are 4 ways I can help you:

1. Unlocking Hidden Potential - Reconnecting with Past Clients for Explosive Growth - Check out my free eBook on how you can find hidden gems in your past clients and help you crush your sales goals.

2. Build your Sales CRM - Download our free Sales eBook on How Your Sales Team Can Maximize Your CRM Tool. Whether it’s Hubspot, Salesforce, or another CRM tool, make sure you leverage it to your advantage.

3. Awesome Sales Resources - Transform your sales engagement and capabilities across Social Selling, CRM, Lead Generation, Enablement, and more.

4. Cribworks Advisor Program - Want more than just resources? Reach out to me and see if our Advisor Program can help you grow your business.