How do you Develop Centres of Influence?

Centres of Influence can have a powerful and positive impact on your business. They can refer people to you who have the need for your advice, expertise, experience, products and services.

How strong is the power of their advocacy? Is it so strong that people will act on your recommendations, buy your products and do as you suggest?

They are actively supportive and dedicated to you about what you provide and how you provide it. In short, they deliver a glowing and empowering picture of the benefits you can deliver to other people.

You need centres of influence. They can fast track business acquisition dramatically. They can boost your bottom line. Solutions required!

• How do you find them?
• How do you develop and nurture them?
• What can you do to build a system that delivers referrals from centres of influence regularly and reliably?
• How can you replicate that system to enhance your business acquisition strategies?
• How do you measure and manage your centres of influence capability?

Where do you find centres of influence?

• Why not start looking in your existing client base?
• Have you had clients who have referred you onto others with little or no suggestions on your behalf?
• Who has been willing to or would be willing to give you a testimonial?
• Who is constantly asking you for help, information and knowledge that you know they share with others or could so if they were educated to?
• Do you have any HR officers, company accountants, your own accountant, public officials or CEO’s who like what you do?
• Have you helped any community leaders?

How do you develop and nurture them?

What is it that they like about what you do? Do you tell them how they can help others? Do you give them reasons to be recognised, build their prestige or do they simply want to be recognised as someone who genuinely enjoys helping others?

Tell them they are very important to you.

Let them know about any special offers, initiatives or incentives you develop that they are entitled to and can tell the people they have influence with about.

Build a profile or profiles of your ideal client(s).

If they know what you are looking for then it is easier for them to identify potential users of your products and services. This can be either as an individual or as an opportunity.

Tell them how you HELP people.

It is not about product push, but about conceptual pull that will bring people to you willingly. Simple expressions like, “Relief from complexity” “Simple and easy to understand retirement planning” or “Wealth protection for professionals” resonate with potential clients. It also gives your centre of influence a key benefit to explain, tell and sell, for you

Keep them up to date about where your business is headed.

If you take on new staff, products, processes, services or move in a new direction, or change your products and services let them know. But put a special feeling into the meeting by telling them you have shared your new direction, offer or service with them first.

Ask their opinion or counsel on issues that affect you and potential clients.

This can be changes you are making, mandated legislative change, new products and different opportunities that are presented to you.

Build and enhance their networks.

Introduce people of interest intelligence and power from your network to them. Enhance their network by helping to build it for them where your new contacts enrich theirs. Invite them to first nights, seminars, workshops or let them know about webinars, podcasts and other electronic support devices.

What can you do to build a system that delivers referrals from centres of influence regularly and reliably?

Constantly be in touch. This should not be haphazard. If your contact strategy is haphazard so too will be your results. Devise a regular system with electronic contact, personal mailings, text messages, personal telephone calls and regular face-to-face meetings

Give them a reason to refer you.

Talk to them about benefits, advantages, first strike capability knowledge disbursement and special reports you can deliver. Encourage them to tell other people about your HELP and support services. It is not about product or transaction based advice. 

Deliver pleasant surprises to them.

Send interesting information to them. Refer people and opportunities to them if they are in business. Find ways to add value to their business at no or low cost. Send them free samples, reports and helpful information. If you can ,send them some free gifts like golf balls, corporate umbrellas or bottles of wine for no reason.

Build a rewards system.

The cost of business acquisition can be expensive and take a long time in some instances. Centres of influence shorten the time frame for business acquisition so reward them with appropriate gifts.

Show your immediate and spontaneous appreciation.

Tell them personally how appreciative of their support you are. Make the phone call; send the text message; see them personally; email them or send a hand written note. Don’t take their support for granted.

Keep them up to date on progress of their referrals.

Without disclosing confidences keep them up to date on general progress of what you are doing to help their referrals.

Actions: 

1. Identify potential centres of influence in your data base or client base

2. Meet with them and discuss what you intend to do and how it will help all parties

3. Get their permission to become a centre of influence

4. Set up an educational support system for your centres of influence

This article is reprinted with permission from Jim Prigg CEO and founder of Knowledgemaster International Pty Ltd. Knowledgemaster International is an online resources company that delivers practical communications, interaction, sales and soft skills tips, tactics, techniques.