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Until Your Referral Network Feeds You, You Have to Do the Behavior

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For professionals in sales, the ultimate goal is often to build a robust referral network that generates a steady stream of opportunities. However, before you can reach that point of professional paradise, there’s no substitute for consistently engaging in the right behaviors.

The Myth of Instant Referrals

It’s tempting to think that once you’ve told a few people about your services, the referrals will start pouring in. Unfortunately, that’s not how it works. Referral networks aren’t built overnight—they are cultivated through trust, credibility, and consistent effort over time. Until you reach the tipping point where your network feeds you, you have to commit to the behaviors that generate business.

What Does "Doing the Behavior" Mean?

At Sandler we believe"Doing the behavior" refers to the daily, proactive activities that drive sales and business development. These include:

  1. Prospecting: Making cold calls, sending emails, and reaching out to new contacts.

  1. Networking: Attending events, joining organizations, and actively seeking connections.

  1. Following Up: Staying in touch with leads, checking in with past clients, and maintaining relationships.

  1. Asking for Referrals: Directly requesting introductions to potential clients from satisfied customers or strategic partners.

  1. Providing Value: Sharing insights, solving problems, and demonstrating your expertise.

These behaviors are the building blocks of a successful sales pipeline. They require discipline, consistency, and a willingness to face rejection.

Why Is This Necessary?

Building a referral network takes time for several reasons:

  1. Trust Isn't Given, It's Earned: People need to see that you’re reliable and that your services deliver results.

  1. Relationships Take Time: Genuine connections can’t be rushed. Building rapport and mutual understanding is essential.

  1. Visibility Matters: You have to be consistently visible in your market for people to think of you when opportunities arise.

Until these elements align, you need to rely on your own efforts to keep your pipeline full.

The Benefits of Doing the Behavior

While the immediate goal is to generate business, consistently doing the behavior has additional benefits:

  • Skill Development: Repeated practice hones your sales and communication skills.

  • Market Understanding: Interacting with prospects helps you identify trends, needs, and challenges in your target market.

  • Confidence: Consistent action builds resilience and confidence, making you more effective over time.

The Turning Point: When Referrals Start Flowing

There comes a point when your referral network becomes self-sustaining. Clients and partners start sending you leads without prompting because they trust you and know the value you provide. This turning point is the reward for months or even years of disciplined effort.

But even when you reach this stage, the behaviors that got you there shouldn’t stop. Referrals are a privilege, not a guarantee, and maintaining them requires ongoing attention and effort.

Conclusion

If you’re not yet at the point where your referral network feeds you, focus on doing the behavior. Commit to the daily actions that build trust, relationships, and visibility. Over time, these efforts will lay the foundation for a thriving referral network and a steady flow of opportunities. Until then, keep showing up, stay consistent, and do the work.

As always, Stay Hungry, Stay Driven & KEEP GROWING!

Want more Sandler?  Check out 6 Modern Prospecting Mistakes and How to Avoid Them.