If Just ONE Fear Exists, the Referrals Won’t Flow

Fears Block Action
Benefits Spur It On


I won’t bury the lead: this week, after 9 months of playing, I won my first game of squash. Photos below.

Not my first “Match”, mind you. I still lost the night 3 games to 1. And my opponent was heavily suffering a cold he acquired at the Taylor Swift concert. So I’m still terrible, but improving.

Last week’s focus on “The 5 Steps to Referral Success” can bury the lead about which step is the most important. So in this week’s article and video, let me focus on “The #1 Reason Referral Relationships Don’t Work.”

Make no mistake – implementing this new process will challenge you to be a better business person. But just like my Sales Training … and my squash technique … being “terrible but improving” will still win you more business than doing the same old thing and expecting a different result.

NB: I wear this to squash, not meetings with my Strategic Referral Partners

Blackboard Fridays Episode #49 – The #1 Reason Referral Channels Don’t Refer 

In the last episode of Blackboard Fridays, I talked about the five steps to creating strategic referral channels.

  1. Connection
  2. Getting to Know You
  3. Why? and Why Not?
  4. Agreement, and
  5. Implementing that Agreement.

In that video I flagged that perhaps the most important step was Step 3: Why you would be in relationship? and Why Not be in relationship?

It’s one of the hardest steps to go through. The traditional approach we take to referrals – catching up for a lovely coffee twice a year and frickin’ doing nothing else – is much easier. 

The reason most referral relationships don’t actually lead to referrals is because you avoid having hard conversations. Conversation like Step 3.

So, let’s give you a bit of a system to help make that conversation as easy as possible.

Watch this week’s video or read the summary article here.

With love,

Jacob Aldridge
International Business Advisor
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