Long-term Referral Partnerships start with the One-to-One.

At GLD Communications, we believe that Networking is one of the three most important aspects of your business marketing plan. But simply attending a networking group meeting or chamber event is only the beginning of a successful Referral Marketing Strategy.

When we think of networking, our minds flood with images of people standing around making small talk at a chamber of commerce after hours or trade organization function. Without a strategy, the whole activity is rather random because you never know who you’re going to meet or what will become of those connections later. The thing to remember, however, is that you have complete control over this situation and it should be carefully planned, with defined goals and careful execution. (For more help on Networking, check read our two-part publication, "Networking With Confidence," Free on our website.)

Networking is the first step in developing your Referral Partnership Pipeline, and, thankfully, it is the least expensive of all your marketing activities. But, it is also the most time-consuming. Long-term success requires commitment, practice, and the willingness to be a good resource to others as you want them to be for you. BNI calls this “Givers Gain,” but whatever the terminology, you have to have a partnership mindset to be successful. The end goal is always the same, to make connections that become lifelong, mutually beneficial referral partners, and even friends.

Building a long-term Referral Partnership requires time, cultivation, and patience. Both participants must have the same goal in mind and commit to working together to succeed. One of the most important parts of the cultivation process is the One-to-One meeting. Sitting down to talk on a regular basis, with all of your Referral Partners, is the best way to maintain and evolve the business relationship.

To be most effective, effective, your one-to-one should be a mix of structured business and social discussion. Discuss networking circles that create natural referral sources for each other and collaborative partnerships. And it’s unlikely you will have a need or reason to connect with everyone you encounter in your networking. Create a “most wanted” list of those contacts you’d like to get to know better.

Here are some tips you can use to make your one-to-one meetings more productive and efficient.

7 tips for getting the most out of your One-to-One time.

1.???? Choosing When and Where.?

Set a time and location for your meeting that creates the least amount of stress on scheduling and offers the least possibility for disruption. We’re all incredibly busy and sometimes it might seem that a breakfast or lunch meeting is the best option to schedule a one-to-one.

?However, and this is going to be an incredibly unpopular statement, do your best to avoid meeting over meals. Squeezing in a sit-down with someone over lunch might sound like a good idea from a scheduling standpoint, but the process of ordering and then eating can take up valuable time. And, let’s face it, no one wants to try to talk while chewing. Again, minimize distractions.

?One final recommendation, unless it cannot be avoided, it might be best for first-time one-to-one meetings to take place outside of the office. Yes, it’s great to give people a look at where you work and how you do business, but there’s also more opportunity for interruption. Your second and third sessions, about 4-6 weeks apart, would be a great opportunity to meet at your respective places of business.

?2.???? Exchange Basic Information.

If your One-to-One partner is a new acquaintance, it might be a good idea to exchange a bit of preliminary information beforehand. Going into a meeting like this can be less stressful and far more productive with a bit of background on each other.

?Create a short bio sheet that can be emailed ahead of time to include things like what kinds of jobs you have had before, how long you’ve been in your current position, list your last three clients, maybe a bit about your family and personal interests, and what kinds of referrals or partnerships might be a good fit for you. ?

3.???? Define an Agenda.

One-to-One meetings have two possible outcomes, either they’re incredibly productive or they’re an unbelievable waste of time. Take the time to list three or four goals for the meeting. For example, maybe you’d like to learn about your partner’s business goals for this year or what other networking opportunities they would recommend. Just as long as you have a plan of attack for the meeting.

And remember, focus on them, not you. Don’t be the “talker,” the one who jabbers throughout the entire hour with no direction, goals, or respect for the other person’s time.

4.???? Set A Time Limit.

It’s always fun to be so engaged in talking that you lose track of time. But, just to reiterate, we’re all very busy and most of us do not have time to waste. Setting a time limit for your meeting will keep things on task and get everyone back to their day in a timely, more focused manner.

Ideally, these meetings should not exceed one hour, but 90 minutes would still be OK. The problem is that the more time you have allotted, the less likely you are to stick to your purpose and goals. Put a stopwatch on it and set a hard stop time.

5.???? Ask Questions & Take Notes.

Go to your meeting armed with a pen and paper. Have some questions ready before you go to your meeting, personal and professional. What do they do for fun? Where did they go to school? And so on. Write down those bits of information that will help you to help them. Keep an ink and paper or digital notebook on your one-to-ones. Take note of the date, time, and location of your meetings and any highlights of the discussion.

Here are some great questions to include in your discussion:?

·????? How did you get into your business/career?

·????? What do you like about your work?

·????? What makes you stand out from your competitors?

·????? Have you celebrated any milestones recently? (Awards, recognition, years in business, etc.)

·????? What kinds of customers/businesses are you focusing on?

6.???? Turn Off Your Phone.

Be respectful of your meeting partner’s time and attention. Turn your phone off and put it away, that means any other electronics as well. If you take notes better on a computer or tablet, then turn off your device’s Wi-Fi receiver so you won’t be distracted by incoming messaging, emails, and notifications.

7.???? Follow Up with a Thank You.

Sometime within 24 hours of your meeting, send a “thank you” note via email or even mail a handwritten one to your one-to-one partner. The note should convey sincerity and appreciation for his or her time.

?8.???? Be Creative!

Not every meeting needs to be an endless parade of disposable coffee cups from your local chain restaurant. Okay, a sit-down meeting with a table is probably best for the first one. But, choose alternate locations and activities for subsequent meetings. Use common interests to create a unique and memorable setting or discussion. One of my favorites from this past year was a bike ride along a great part of Ohio's scenic paved trails.

Remember that cultivating the relationships you have with your referral partners is not a one-off event. You have to keep it up, make the effort, be creative, and always have a goal in mind for what you want to take away from each meeting.

Good luck!

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