Have you ever wondered what a referral partner is and how building the right partnerships can lead to new business?

In Tour 5, the term "referral partner" is first mentioned on the blog. A basic definition of a referral partner might be: a business owner who brings you referrals more often than other business owners do, and those business owners who you give more referrals to than other business owners.

Let's do a deeper dive into exactly who we should be looking for when we look for a referral partner. I love analogies, so let's think of our referral partners as those who share space with us at the county fair.

A county fair is full of things to smell, taste, hear, and see. When we go to the fair, we can expect one thing for certain; variety. There will be a variety of foods to try, a variety of rides to go on, a variety of wonders to look at, and a variety of experiences to be had.

No family in their right minds would go to the county fair, buy a round of funnel cakes, and then go home. The progression from funnel cake to fun house to roller coaster to the livestock building is as natural as apple pie. They might actually visit the building with the pies too!

One experience is expected to follow another. Corn dogs don't compete with roller coasters for their place on the family's itinerary.

Just like a county fair, referral partners are those business owners who don't compete for the prospect's business.

It's not either/or, it's what's next?"

So often we find ourselves chasing the prospect, and seeking to earn the business among our competitors. This is fine and noble.

However, let's build relationships with referral partners at our fair, that we don't have to compete with for business.

One of the strategies most underutilized by business owners is the intentional development of relationships with those business owners who are in our fair with us.

Who might be in our fair? The business owners who are in our fair are those who provide a product or service our client has just needed, or will need after working with us. Here are a few examples:

The Real Estate Fair:

• a mortgage lender

• a realtor

• a home inspector

• an insurance agent

• a roofer

The Event Fair:

• a wedding photographer

• an event planner

• an event venue owner

• a travel agent

• a DJ

• a videographer

The Marketing Fair:

• a website designer

• a social media agency/planner

• someone who specializes in SEO only

• a videographer

• a brand photographer

• the owner of an IT firm

Just like the Jones family might get a corn dog, then go for a ride on the ferris wheel, then head over to the arts and crafts building for a spell, think about the various "attractions" your client might experience either before or after he works with you.

Whatever those experiences might be, find business owners who provide those experiences, and look to build relationships with those business owners.

What if we aren't sure who is in our fair? Look for Part 2 of At the Fair for the answer. (Expected publish date for part 2 is February 27th, 2025.)

Go network my friend, and remember;

For an easy way to earn business, use networking to build relationships with those who are in your fair.

Faithann Basore and her husband Dave have owned Window Cleaning Plus (WCP) for 10 years. Growing WCP through networking has given Faithann the desire to guide other small business owners through the networking terrain so they can feel comfortable and build long lasting relationships in their business.

Got networking questions? Email me at [email protected].