Hey Reader, wanted to share some insights from a coaching call I just had with a client.

Like most of my clients, he's trying to scale his business through referrals. Over the years he's done pretty well with client-driven referrals, and he's now trying to level up even more by creating referral partnerships.

So he was telling me about a potential referral partner he'd talked with, and was relaying their conversation.

He had done a great job pivoting the conversation from a sales call to a relationship call. (So many of us in business are taught sell-sell-sell rather than relate-relate-relate.)

He said it was a great conversation but then she said "Send me some stuff."

(To some that's a green light, right? You're in!)

But to his credit, his gut was telling him that wasn't the right path to take.

(Check out the video for more, or read on below...)

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He said, "You know, I've got a pile of shock-and-awe that I can send. But I don't know if that's gonna work. What should I do?"

Here's what I say:

Connection always trumps collateral.

So we walked through a 'script' to go back to that potential referral partner with this aim:

To find out more about what they're trying to do in their business, and see where he could help.

There's the real shock-and-awe.

Generosity, curiosity, and gratitude always lead the way.

And now he's on the verge of moving into a face-to-face meeting with a promising referral partner.

Would a stack of collateral have achieved that? Probably not. You'd send it off and sit around hoping they call you back, or hoping they refer you. Door closed. Don't do that to yourself.

Relationships are always going to open doors that traditional marketing can't.

So next time you feel compelled (or are even asked) to send collateral...try looking for a better path that leads to connection.

Jump on another call, invite them to a one-on-one, and find out what they're trying to do in their business.

Have conversations that enrich each other. Explore how you can help each other in building your businesses. Whether through connections, through referrals, through sharing resources, or through other collaborations.

Hope that's helpful. If there's anything else I can do to support you, let me know. Here to help.

Brian

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Whenever you're ready, there are 2 ways I can help you:

1. Work with me 1:1 to transform your referral partner relationships. (Booking into September - let's talk)
2. Get your own personal board of advisors with the ACCELERATE Boardroom (Start the discussion here)

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