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Education

(blogtalkradio.com). The full interview can be found at www.blogtalkradio.com/ from each business type to join. If
mpctpublishing/2011/05/25/dr-ivan-misner-on-business-networking. you sell POS systems and credit card
processing, but only list credit card
When you use referral marketing properly you will be able to predict your processing; the group may allow a
success. Misner refers to a VCP process, which stands for visibility, credibility POS competitor into the group. The
and profitability. Visibility means people knowing who you are and what you application also requests the names
do. Credibility is people knowing that you are good at what you do. Profitability and contact information for two
comes when people are willing to refer you to others on an ongoing basis. clients. The Vice-President will call
them. Make sure you are giving your
Solicit wisely best references and that they have

We've all been guilty of premature solicitation. It is trying to get people to refer agreed to be a reference.
business to you when they do not know you or what you do. Whether at a Build partnerships
chamber function or a networking group, it is never a good idea to launch right
into sales mode with people you barely know. When you are giving your one-minute
presentation, do not say you are full
There is a difference between referrals and leads. Leads are simply giving the service. This carries no meaning
name and contact information of a business that person providing the lead for people. Many chiropractors will
believes could use your services. It results in a cold call because the merchant say, "A good referral is anyone with
has no idea who you are, much less who referred you. a spine." But that does not spur
people to action. A better thing to
Because BNI is franchised by states or territories, I cannot be sure if pricing for say during the 60-second training
the groups are consistent across franchise lines. In Michigan, there is a $199 might be "This week, I am asking
application fee; one-year's term is $499 and two is $799. for referrals to people with children
who competitively cheerlead or play
The application asks for your business type, and you will need to list all contact sports, as adjustments can
primary items you sell. This is because the chapter only allows one person benefit them." A good item to mention
is EMV terminals. Mobile readers are
another with comparisons to Square.

Describe scenarios for your group
members. Give real-life examples
of specific problems merchants had
and how you provided creative
solutions that helped them improve
their processes while also effectively
lowering costs. The story can bring
more ideas for referrals as it allows
your partners to relate how you
helped someone.

Don't join a referral group to gain
more business. Any gains will be
short lived. Join a referral group to
build partnerships and businesses
around you. Then others will work to
help you as well. This is the concept
that Ivan Misner refers to as "Giver's
Gain." It is the mantra that drives BNI
and other referral groups.

Bill Pirtle is the author of the training book
Credit Card Processing for Sales Agents. He
is the district manager for Clearent in the
Detroit/Ann Arbor/Toledo Market. His email is
bpirtle@clearent.com. He can also be reached
at 248-444-8009 or on LinkedIn.

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