ut each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewhaEarlier today I was helping a client develop a better strategy to generate more referrals from local businesses. While that particular client owns an orthodontic practice, the ideas I gave him will work equally well in your business.

Before I tell you the specifics, let’s first establish two premises:

1. Other entrepreneurs don't care about helping you as much as they care about building their own business.

2. In order to maximize the return on your time invested into networking with local professionals, you need to stop thinking one-to-one and start thinking one-to-many.

Keeping those two things in mind let's explore for a moment how most professionals approach building a strategic referral partnership.

The "let's have lunch" strategy.

Frankly I hate wasting my precious time on chit-chatting with strangers over a so-so meal. There is just too much involved for too little in return. There is coordinating of the schedules, commute time, schmoozing and “learning” about each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewhat

u the specifics, let’s first establish two premises:

1. Other entrepreneurs don't care about helping you as much as they care about building their own business.

2. In order to maximize the return on your time invested into networking with local professionals, you need to stop thinking one-to-one and start thinking one-to-many.

Keeping those two things in mind let's explore for a moment how most professionals approach building a strategic referral partnership.

The "let's have lunch" strategy.

Frankly I hate wasting my precious time on chit-chatting with strangers over a so-so meal. There is just too much involved for too little in return. There is coordinating of the schedules, commute time, schmoozing and “learning” about each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewha

ocal professionals, you need to stop thinking one-to-one and start thinking one-to-many.

Keeping those two things in mind let's explore for a moment how most professionals approach building a strategic referral partnership.

The "let's have lunch" strategy.

Frankly I hate wasting my precious time on chit-chatting with strangers over a so-so meal. There is just too much involved for too little in return. There is coordinating of the schedules, commute time, schmoozing and “learning” about each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewha

lunch" strategy.

Frankly I hate wasting my precious time on chit-chatting with strangers over a so-so meal. There is just too much involved for too little in return. There is coordinating of the schedules, commute time, schmoozing and “learning” about each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewha

ut each other’s business (most often it’s like probing for the best way to squeeze in one’s pitch for their service or product). Finally, after 45 or 60 minutes of this “conversation”, comes the dreaded experience of soliciting referrals. It goes somewhat like this: “So, now that you know what I do, who do you know that you could send my way?” Yuck! This can be draining at best and un-dignifying at worst!

In any case, it's not something any self-respecting professional really looks forward to. What a terrible place to be in - expecting someone to trust us with their friends and colleagues because we did lunch together? Yeah, I know there is more to it, but play with me here for a moment, would you please?

The "let's do lunch" strategy violates both premises. One - you ask someone to care about you without offering much in exchange. And two – doing it one-on-one takes a lot of time and effort for very little result. It definitely doesn't create much leverage and puts you in a position of a person asking for help (“begging” for referrals.)

So how do you get local professionals and business owners to happily refer to you their friends, patients, clients and colleagues?

Here is a strategy that works.

First, knowing that entrepreneurs