Why is Influence So Important?

As we continue through Business Improvement Month, here’s another important aspect to consider.

Influence is closely connected with power.  It’s not something we should take advantage of, but when it’s earned through kindness and genuine concern for your customers, people will listen and they will naturally recommend you to others. As you build your “sphere of influence,” you will give and receive business and referrals to family, friends and business associates.

When you participate in networking events, actively seek out those who have the most influence.  Connect with them and learn what they’ve done to become so influential.  Keep your focus on ways that you can serve others.

The number one reason customers stop doing business with a company is due to “perceived indifference.”  This can mean that they might be feeling taken for granted or neglected. Remember that people don’t care how much you know until they know how much you care.

Customers who feel appreciated make more referrals, which cost zero advertising dollars. And customers who become raving fans can provide you with as much as 80% more referrals.  This sure beats cold calling!

A friend of mine goes to southern California once a year on a business trip. Several years ago she bought a handbag at a very expensive store in Hollywood.  When she returned home from her trip, she found a personalized note in the mail from the sales clerk, thanking her for her business. Ever since then, when she goes on her annual trip she makes a point of finding out when that sales clerk is working and she returns to the store to shop. The store clerk has built a relationship with her and my friend feels cared about.

It’s time to stop chasing cold leads and focus on building a better relationship with your current or past customers. You’ll have an endless stream of repeat and referred business.

Three Powerful Practices that Build Your Influence:

1. Make a point of meeting more people.  Add them to your contact manager and segment them into meaningful groups that will help you do a better job of staying in touch after you’ve met them.  It’s not how many business cards you collect that is important.  It’s how many people you develop meaningful relationships with.  Create a plan for keeping in touch and building the relationship.
2. Connect successful people together. Become known as the connector and the problem solver! As you get to know people, you will learn about their needs. Tell them, “I have someone that you need to meet!”  When you connect people together, you become a powerful influence in the lives of both people you have introduced. This will build your brand recognition exponentially!
3. Appreciate more people.  When you meet someone and have a meaningful conversation, send a nice-to-meet-you card.  Call them (even if you just get voice mail) and let them know you’d like to meet for coffee and learn more about what they do.  When you meet, be more interested thaninteresting. In other words, actively listen to them.  When appropriate, send a small gift. Remember their birthday by sending a birthday card in the mail.  You may be the only one who does this, and that will make you stand out from the crowd.

To learn more tips about ways to increase your influence and grow your business, register for my free webinar, Relationship Marketing.

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