Program Synopsis:  Building A Referral Machine
By Kristine Westerberg, Newcastle Limited

The September 23rd program at the East Bank Club provided members with new insights on networking and referrals.  Cindy Wozny-Carl, CREW Chicago president, began the meeting by recognizing Sharon Krohn, past CREW president, who received the Impact Award from Illinois Real Estate Journal.  Ms. Wozny-Carl then introduced Dr. Jewel Oates of The Women’s Treatment Center, who thanked members for donations of gently used clothing collected at the meeting, and explained the Center’s work on behalf of women recovering from substance abuse. 

Jennifer Tammen of The Tammen Group introduced the day’s speaker: Gene Rosendale, managing partner of Alliance for Strategic Advantage (ASA).  Gene explored his methodology for creating and sustaining a worthwhile referral network.  He analyzed how conventional networking activities require investments of time and energy that don’t often yield results.  In contrast, Gene recommends a more strategic process that focuses on building – and in turn, supporting – a network of contacts that can serve as referral “ambassadors”.  He reviewed realistic expectations for leveraging contacts and why people don’t often make referrals.  Reasons can range from not knowing that someone needs help to concern about risks in making an introduction. 

To address these issues, Gene offered the following advice:
• Be specific about the help you need;
• Demonstrate that you’re not a risk;
• Stay connected so that contacts think about you;
• Offer your own referrals to contacts to support their needs

He recommended beginning the process by analyzing your current network to assess who might serve as a worthwhile “connection” prospect; and thinking of the specific circumstances where your work or services would be of value.  Gene cited the example of a realtor identifying a human relations administrator who might know of new company staff moving into the community. He emphasized that the key to the process is reciprocity: by first helping connections with the appropriate introductions they need, you will eventually receive the introductions you need.  He also emphasized the importance of avoiding “vendor-type” behaviors.  The key is not to sell services, but to demonstrate that you can introduce people to others, and broaden their contacts appropriately as you broaden yours. 

Shy CREW members then headed immediately for a quiet drink at the bar.