These are the things I’ve heard from wedding pros lately:
- “That person doesn’t refer anyone to me. I send them all sorts of business. It’s not right!”
- “I used to get so many referrals from other wedding vendors and now I don’t. I’m worried.”
Well… there are two thoughts I have here:
Image: Creative Commons License
Stop Keeping Score
Referring clients to other vendors is not a game. There is no point system. Keith Ferrazzi talks about “not keeping score” when in comes to networking in his book, Never Eat Alone. The idea is that your focus should be on giving. And, it will all work out. You may give give give referrals to one vendor. But, it’s another vendor that sends business to you. Somehow, in the big “math puzzle of life”, it all evens out. If you have an attitude of selfless giving, you will be rewarded. If you give only to get, then you don’t have the spirit of giving.
There Isn’t Any Business to Refer
I used to send several thank you notes for referrals weekly. These days, not so much. I’m not getting referrals from other vendors like I used to. I wondered, “Is it Me?” Well, a move to another state has a little to do with that. But, there is also truth in the fact that business is slow for most people these days. And, if people aren’t getting as many sales themselves, then there is very little to pass around. If you’re a photographer and you used to get referrals from other “over-booked” photographers…. well, maybe they aren’t as booked as they used to be. If you’re an invitation designer and used to get business from a specific wedding planner. If her weddings are down by 30%, there are 30% fewer jobs she can refer to you. You can’t squeeze blood from a turnip.
Diversify Your Efforts
If you used to receive referrals from 5 key colleagues, now is the time to have 20 key colleagues that you network with. It is more important than ever to a) diversify your promotional strategy and b) build relationships with a wider range of people. Network with people OUTSIDE the wedding industry. Network with new and old wedding pros. Guest post on other vendors’ blogs (especially those local to you.) Try new advertising media.
What worked last year and the year before needs to be AMPED UP.
by Michelle Loretta
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