Spread the word, powerfully.

I thought I spend a few minutes to describe the difference between: presenting to sell versus presenting to receive referrals.

They are two different subject matters altogether.

This morning I was at a networking meeting where a certain member was rostered for a presentation about his business. And bear in mind that this was a networking group to generate referrals.

I was not surprised that he spent time to educate those present on his company's products and services. However, he did so in the mode to sell his products and services as if the people in the room (his colleagues in a group to refer business) were potential clients. But they were not his potential clients. They were his colleagues to refer business to him, not buy from him.

So this person who was presenting fell into a hole.

Let me explain:

In a referral generation group, we do not sell our products or services.

What we do is that we educate our colleagues on our products and services.

But the key in a networking group is this:

Not only do we educate, but it is an opportunity to set ourselves apart from our competitors by highlighting certain specific case studies of past clients and what was done to assist them or solve a particular problem.

You see, there are thousands of insurance agents, and all representing established good companies. Ditto with computer sales vendors, caterers, investment agents, travel agents, contractors, real-estate agents, etc.

In a networking environment, we get a chance to describe our differentiation to a crowd who is ready to listen and more importantly spread the word.

When this chap went on and on about his products and services, this is where I asked him: 'what is it that represents your essence in your business. What have you done for a client that you are proud of?'

The answer to that question was what the people in the room needed to hear: so that they spread the word and hence can confidently refer him to their contacts.

So, know your crowd. Prepare. Think. Think a couple of steps ahead.

In a networking environment, spreading the seeds of your differentiation is more important than selling. Because once your colleagues can spread the word about what makes you special, then the sale will come, surely.